If you’re running paid social media campaigns in 2025, chances are Facebook and Instagram are at the top of your list. Both platforms are part of Meta’s advertising ecosystem, which means you can manage ads for each from one place — but that doesn’t mean they perform the same.
Understanding the differences in audience, ad formats, and campaign outcomes is key to making your ad spend work harder.
In this guide, we’ll compare Facebook and Instagram ads side by side — helping you decide which platform fits your goals, your brand, and your budget. We’ll also highlight when it makes sense to use both, or consider alternatives like TikTok and LinkedIn.
Before we dive in, check out The Complete Guide to Social Media Advertising for Businesses if you’re just getting started or want a broader overview of how social media advertising works.
Key takeaways:
1. Facebook and Instagram ads both fall under Meta’s platform but offer distinct advantages based on your goals and audience.
2. Facebook is stronger for precise targeting, in-depth analytics, and lead generation — especially for B2B or service-driven businesses.
3. Instagram excels in visual storytelling, mobile engagement, and brand building — ideal for ecommerce, fashion, and lifestyle brands.
4. Audience demographics differ — Facebook tends to have a broader, older user base; Instagram is younger and more visually engaged.
5. Ad format performance varies — Stories and Reels dominate Instagram, while Facebook supports more diverse placements like Messenger and the News Feed.
6. The smartest strategy is to test both platforms, analyse results, and focus spend where your ads perform best.
Audience and User Demographics
Facebook: Broad Reach, Mature Audience
Facebook still boasts one of the largest user bases, especially among users aged 30 and up. It’s the go-to platform for reaching homeowners, parents, professionals, and older decision-makers. If your product or service appeals to a broad demographic — or skews older — Facebook’s reach is hard to beat.
Ideal for:
• Service-based businesses
• B2B audiences
• High-ticket products
• Local lead generation
Instagram: Visual, Mobile, Younger
Instagram users tend to be younger — especially in the 18–35 age range — and far more visual. It’s a mobile-first platform, built for lifestyle content and discovery. If you’re targeting millennials or Gen Z, Instagram is where they scroll, shop, and engage.
Ideal for:
• eCommerce brands
• Fashion, beauty, and fitness
• Creatives and influencers
• Trend-led consumer goods
Both platforms offer powerful targeting, but your audience’s behavior and intent vary — which makes choosing the right platform about more than just numbers.
Ad Formats and Creative Options
Facebook: Versatile and Informational
Facebook offers a wide range of ad formats — including image, video, carousel, slideshow, and lead forms — all designed to drive action. It’s especially strong for longer-form messaging, educational content, and multi-step funnels. Think whitepapers, webinars, real estate listings, or local services with detailed offers.
You can also leverage:
• Facebook Instant Experience (for immersive mobile storytelling)
• Lead Ads (for capturing contacts without a landing page)
• Detailed copy above and below your visuals
This makes Facebook ideal when your message needs explanation — or when you’re combining ads with retargeting, email follow-up, or nurturing.
Instagram: Visual-First and Scroll-Stopping
Instagram’s strength lies in the visual. Users scroll quickly, so your creative has to earn attention immediately. That means bold imagery, fast-paced video, and on-trend aesthetics.
Top-performing formats include:
• Reels (short-form video with high engagement)
• Stories (great for time-sensitive offers or behind-the-scenes content)
• Carousel posts (great for product highlights or step-by-step visuals)
• Shopping posts (for direct eCommerce sales)
There’s less room for copy, so visual storytelling is critical.
Key takeaway:
Facebook supports more complex messaging and funnels, while Instagram thrives on bold, clean creative that fits the platform’s native style.
Cost Comparison: Facebook vs Instagram
When it comes to cost, Facebook and Instagram are relatively close — but there are important differences to consider depending on your goals and creative approach.
CPM and CPC Benchmarks (2025)
United States (USD):
• Facebook: CPM averages between $10–$15 USD, CPC typically ranges $0.80–$1.50 USD
• Instagram: CPM ranges $10–$20 USD, with CPC often slightly higher — especially for lifestyle or luxury-focused campaigns
Australia (AUD):
• Facebook: CPM averages between $14–$22 AUD, CPC around $1.20–$2.30 AUD
• Instagram: CPM runs $15–$24 AUD, with CPC frequently between $1.50–$2.80 AUD, depending on niche and creative execution
Instagram CPMs and CPCs can be higher, but engagement often outpaces Facebook — especially for younger audiences or visually-led industries like fashion, travel, and wellness.
Platform Efficiency
• Facebook tends to deliver better value for lead generation, local services, or longer sales cycles. The platform’s robust targeting and flexible placements make it a strong choice for B2B or high-consideration purchases.
• Instagram excels at brand awareness, product discovery, and direct-to-consumer sales. It’s a natural fit for eCommerce, beauty, fitness, and lifestyle brands with compelling visual assets.
Note: No matter the platform, performance is highly dependent on creative. Even a big budget can fall flat if your visuals don’t grab attention within the first second — especially on Instagram Stories or Reels.
When to Use Facebook Ads vs Instagram Ads
Both platforms can drive results — but choosing the right one depends on your goals, audience, and content.
Choose Facebook Ads if:
• Your audience skews older (30+), especially for B2B, real estate, financial services, or community-driven businesses.
• You need detailed targeting, such as job titles, behaviors, or custom audiences.
• You’re focused on lead generation and want to use lead forms, Messenger, or longer-form ad copy.
• You want to drive traffic to blog content or long-format landing pages.
Choose Instagram Ads if:
• Your brand is highly visual, such as fashion, food, interior design, or travel.
• You’re targeting younger audiences — especially 18–34.
• You’re focused on ecommerce, product launches, or direct conversions.
• You use short-form video or bold visuals that stop users mid-scroll.
Use Both When:
• You want maximum reach across age groups.
• You're running a multi-step funnel — awareness on Instagram, retargeting on Facebook.
• You have the budget and creative resources to test performance across platforms.
Tips for Cross-Platform Ad Success
Running ads on both Facebook and Instagram? These best practices will help you get the most from your budget:
1. Tailor Creative for Each Platform
Even though Facebook and Instagram share the same Ads Manager, don’t assume one-size-fits-all. Use:
• Square or landscape images for Facebook
• Vertical, fullscreen videos for Instagram Stories and Reels
• Platform-native language and calls to action
2. Segment Your Audiences
Avoid duplicating your audience across platforms. Instead:
• Create unique custom audiences based on behavior (e.g., Facebook engagers vs Instagram profile visitors)
• Use exclusions to prevent overlap and wasted spend
• Test lookalike audiences separately for each platform
3. Track Performance Separately
Even in the same campaign, measure results per placement. Instagram might have higher engagement, but Facebook might deliver better conversion rates.
4. Budget Based on Results
Let early performance guide your budget allocation. Shift spend toward the platform delivering the best ROI — not just the lowest CPC.
Tip: Consider linking to Born Social’s Digital Advertising Services if readers want help managing cross-platform ads.
Alternative Platforms to Consider
While Facebook and Instagram dominate many ad strategies, they’re not the only options. Depending on your industry, audience, and goals, these platforms may be worth exploring:
TikTok
• Best for: Visual brands, Gen Z and Millennial targeting, product discovery
• Strengths: Viral potential, low CPMs, immersive full-screen formats
• Challenges: Requires strong creative storytelling, short attention spans
• TikTok Adverts Links
LinkedIn
• Best for: B2B businesses, professional services, recruiting
• Strengths: Unmatched job title and company targeting, high-quality leads
• Challenges: Higher CPMs, works best with longer sales cycles
• Linked-In Adverts Link
YouTube
• Best for: Brands with video content, awareness campaigns, product demos
• Strengths: Long-form storytelling, intent-driven targeting via Google
• Challenges: Creative investment is higher, needs solid call-to-action
• You Tube Adverts Link
Pinterest
• Best for: Home, fashion, food, lifestyle, DIY brands
• Strengths: Long content lifespan, high purchase intent, visual-first discovery
• Challenges: Slower to scale, more niche
• Pinterest Adverts Link
If Facebook or Instagram aren’t delivering the results you want — or you’re looking to expand — testing one of these alternatives could improve your ROI.
Conclusion: Choose the Platform That Moves Your Business Forward
There’s no universal winner between Facebook and Instagram — the best platform is the one that aligns with your goals, audience, and creative strengths.
• Facebook is ideal for precision targeting, lead generation, and more structured ad formats.
• Instagram shines for visual storytelling, brand building, and younger audiences who engage with stories and reels.
Smart brands often test both, monitor performance, and double down where results are strongest. If you're unsure how to approach that process, working with a strategic partner can save time and money.
Frequently Asked Questions
Which is better for small businesses — Facebook or Instagram ads?
It depends on your product and audience. Facebook offers detailed targeting and works well for lead generation and local services. Instagram is great for visually-driven brands and ecommerce.
Can I run ads on both platforms at once?
Yes. In fact, Meta allows you to run ads across Facebook and Instagram simultaneously from one campaign. This helps you test which platform performs better for your goals.
Are Instagram ads more expensive than Facebook?
Instagram ads often have a slightly higher cost-per-click (CPC), but they can drive stronger engagement if your content is highly visual. CPMs are generally similar.
How do I know where my ads are working best?
Use Meta’s Ads Manager to track results by placement. Break down performance by platform (Facebook vs. Instagram) to see where your budget is delivering the best return.
Do I need different creatives for Facebook and Instagram?
Not always — but it helps. Instagram Stories and Reels, for example, need vertical, fast-paced content. Facebook Feed ads can support longer copy and wider formats.