Facebook Ads vs Instagram Ads: Where Should You Invest Your Budget 📣
- Jeric Turga
- Aug 5
- 2 min read
Not sure whether to run ads on Facebook or Instagram? You’re not alone.
Both platforms are owned by Meta. Both offer powerful ad tools. But they serve different audiences and play to different strengths.
Your audience, ad creative and goals should guide where you put your budget.
This guide breaks it all down clearly so you can decide where to start or where to scale.
Audience Comparison
Feature | ||
Typical age range | 30 to 65+ | 18 to 40 |
Device usage | Desktop and mobile | Mobile first |
Content style | Text, links, events, communities | Visual, short-form video, trends |
Best for | Local services, lead gen, retargeting | Brand building, lifestyle, e-commerce |
User behaviour | Reading, researching, commenting | Scrolling, liking, discovering |
Ad Format Comparison
Feature | Facebook Ads | Instagram Ads |
Appearance | News Feed, Sidebar | Reels, Stories, Feed |
Copy space | More room for text | Minimal text, visual focus |
CTA interaction | Clicks, forms, links | Tap, swipe, visual cues |
Ideal creative | Headlines, offers, informative posts | High-quality visuals or short videos |
Content type | Blogs, promos, event ads | Product demos, reels, influencer-style |
Cost and Performance
Area | ||
Cost per click | Lower on average | Often higher |
Engagement rate | Moderate | Higher engagement, less direct action |
Lead quality | Often higher | Depends on visual appeal |
Ad recall | Strong for offers and retargeting | Strong for brand awareness |
When to Use Facebook Ads
You offer services in a specific location
You want people to sign up, book or call
Your audience skews older or prefers written content
You need to retarget website visitors or email lists
When to Use Instagram Ads
Your product or brand is visually appealing
You want to build awareness or grow your audience
You target younger, mobile-first users
Your content suits Reels or Stories
Can You Use Both
Yes.Meta Ads Manager lets you create one campaign that runs across Facebook and Instagram.
If your audience is active on both, this can help you stretch your budget and test quickly.
But if your budget is limited, choose based on:
Where your audience hangs out most
What content you can consistently create
Which platform suits your offer best
You don’t need to guess.
Facebook Ads work best when you want leads, bookings or retargeting.
Instagram Ads are stronger for brand building, product visuals and short-form video.
Choose the one that fits your goals and creative style.Test both if you can. Then double down on what works.
