Advertising on Facebook and Instagram: Differences, Formats and Costs

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Facebook vs. Instagram ads is a fight that doesn’t really exist anymore. Both apps belong to Meta, and advertising on Facebook and Instagram now runs through the same tool, the same targeting and often the same campaign. The real questions are where your audience spends time, which formats suit your content, and how to split a budget between the two. Here’s how the platforms compare today.

How does advertising on Facebook and Instagram work now?

You create ads for both platforms in Meta Ads Manager. Pick a campaign objective (such as awareness, traffic, leads or sales), set an audience and budget, then choose placements. With Advantage+ placements switched on, Meta spreads delivery across Facebook, Instagram, Messenger, Threads and its Audience Network wherever results look cheapest. You can also pick placements manually.

To run Instagram ads under your own brand, connect your Instagram professional account to your Facebook Page or business portfolio through Meta’s Accounts Center. Results for every placement show up in one report, so comparing performance is simple.

Ad formats on Facebook and Instagram

Both apps share the same core formats, though the content that works on each can differ:

• Image and video ads in Feed, the most flexible option.
• Carousel ads with up to 10 cards, handy for showing several products or steps.
• Collection ads that open a full-screen shopping experience on mobile.
• Stories and Reels ads in vertical 9:16 video, now the main way people watch on both apps.
• Boosted posts, which promote something you already published.

Instagram limits how much text people see before tapping “more”, so visuals do most of the work there. If you promote yourself on Instagram, priority goes to clean, eye-catching images and short vertical video. Facebook gives a bit more room for longer captions and link-focused ads.

Audience and targeting differences

Size used to be Facebook’s big advantage. That gap has closed: Meta reported more than 3 billion monthly users for Facebook, and in September 2025 it said Instagram had also passed 3 billion monthly users. Instagram’s audience still skews younger, while Facebook reaches more people over 35 and remains strong for local groups, events and Marketplace.

Targeting itself is shared, because both platforms use the same Meta audience tools: location, age, interests, custom audiences from your customer lists or website visitors, and lookalike audiences. Meta increasingly pushes broad targeting with Advantage+ audience, letting its system find buyers. I’d expect that to work best once your pixel or Conversions API has enough data to learn from.

What does it cost to advertise on Facebook and Instagram?

There’s no fixed price. Meta runs an auction, so cost per click and cost per thousand impressions change with your industry, audience, season and ad quality. Benchmark numbers you’ll find online vary widely, which is why I’d skip copying someone else’s figures and test with a small daily budget instead.

What matters more than raw cost is whether you hit the goal. Spending less on Facebook isn’t a good deal if you can’t reach your target because represented above all on Instagram. Judge each placement by cost per lead or cost per sale, not just by clicks.

Which platform should you choose?

For most small businesses, the answer is both, at least at first. Start with Advantage+ placements, let the campaign run for about a week, then look at the placement breakdown in Ads Manager. If one platform clearly brings cheaper results, shift budget toward it. A few rules of thumb:

• Products that sell on looks (fashion, beauty, food, decor) usually lean toward Instagram.
• Local services, events and offers for older customers often do better on Facebook.
• Vertical video works on both, so one well-made Reel can cover Stories and Reels on each app.

For more organic ideas, see our guide on how to promote your business on Instagram, and browse more digital marketing guides.

Tips for better Facebook and Instagram ads

1. Install the Meta Pixel and set up the Conversions API so the system can learn who converts.
2. Make the first 3 seconds of every video count, with captions for people watching on mute.
3. Test 3 to 5 creative variations instead of tiny audience tweaks.
4. Keep landing pages fast and mobile-friendly, since nearly all traffic comes from phones.
5. Check frequency: if the same people see your ad too often, refresh the creative.

Meta’s official Facebook and Instagram ads guide lists current objectives and specs if you want to go deeper.

Frequently asked questions

Can I run Instagram ads without a Facebook Page?

You can boost posts from an Instagram professional account inside the app. For full campaigns in Ads Manager, you’ll want the accounts connected through Accounts Center or a business portfolio.

Should I use separate campaigns for each platform?

Usually not at the start. One campaign with automatic placements gives Meta more data. Split them only if you need different creative or budgets for each app.

Are Threads ads worth testing?

Threads ads are available to advertisers worldwide and can be added as a placement. They’re newer, so I’d treat them as a small test rather than a core channel.

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