Facebook Ads vs Instagram Ads: Everything You Should Know

Social Media Marketing

Being a social media marketer is all fun and games till a client asks you to work with a limited budget. That’s where the actual dilemma of Facebook ads vs Instagram ads comes in.  

But with overlapping users and the same parent company, is there an actual difference between advertising on Facebook vs Instagram?  

Given that both platforms operate from a single ads manager and use identical data for targeting users, it seems like running ads on Facebook and Instagram is basically the same thing.  

However, both social media platforms are separate and can help you diversify your presence in the online advertising landscape.  

Let’s explore a bit more about Facebook ads vs Instagram ads and how they are different.  

Facebook Ads Vs Instagram Ads

Which is better — Facebook ads or Instagram ads?  

To choose between Facebook and Instagram ads would be a marketer’s living nightmare! After all, both platforms are essential for spreading brand awareness and reaching a world of potential consumers waiting out there.  

While we can’t pick a winner in the Facebook ads vs Instagram ads debate, we can surely list down strengths and weaknesses based on each platform.  

For example: Facebook is ideal for detailed audience targeting and wider reach. Instagram is a platform with higher engagement and a stronger focus on visuals.  

Therefore, we can say that Facebook ads are better for direct response advertising and Instagram ads are better for building brand presence online.  

What is the difference between Facebook ads and Instagram ads? 

Facebook Ads  Instagram Ads  
 More complicated with plenty of optimization options.    Easier to use with a simpler interface. 
 Facebook covers the widest range of ad audiences.    Tends to cater to a comparatively younger audience.   
 Average Cost per Click (CPC) is $0.50    The average CPC is almost double, i.e., $1.10 
 In-caption links can be clickable.    In-caption links can’t be clickable. So, you will have to add a separate CTA button.   

Let’s study each of these differences in detail to find out if advertising on Facebook vs Instagram is different or not:  

Learning curve 

Both Facebook and Instagram ads are managed through a single platform — Facebook’s ad manager. Here, you can easily tinker with various parameters like audience demographics and overall ad placement.  

So, how is the advertising on Instagram easier than on Facebook?   

The Facebook ad manager has multiple options for campaign budget optimization, bid strategies, and objectives. You can exclude a particular audience group or even set custom rules for scaling ads.  

On the other hand, Instagram is a bit simpler to work with. You don’t have to necessarily know all the technical marketing terms and familiarize yourselves with an extensive set of tools.  

To summarize, we can say that: Running Instagram ads is a better option for beginners


Based on your audience demographics, you can decide which advertising platform to majorly focus on.  

Generally, it has been noticed that young people tend to incline towards Instagram, rather than Facebook. However, that doesn’t mean you ignore the latter.  

In fact, Facebook has more than 3.05 billion active monthly users and can definitely help you reach a significant part of your target audience. Out of this number, active Facebook users in the US are 188.6 million.  

But if you’re solely focusing on branded content for Gen Z, it makes sense to direct more of your efforts towards Instagram ads. 


Jumping to the most important aspect of running ads — budget.  

Since Instagram is a major focal point for brands trying to reach younger people, the average CPC is almost double that of Facebook. According to research by Social Insider, the average CPC for Instagram is almost $1.10, and that of Facebook is $0.50.  

But you can’t rely on CPC alone. Facebook offers a better CTR (almost 3.06%), while Instagram’s is only 0.68%.  

So, in a nutshell, Facebook offers a better overall ROI but a lower CPC.  


Facebook and Instagram both have 3 ad types:  

  • Single media content (where you can add images, slideshows, or videos) 
  • Carousels 
  • Addition of link to existing content  

But the main difference is that Facebook allows in-caption clickable ads, while Instagram doesn’t. You need to create a separate CTA button for the same. Also, Facebook allows longer video ads than Instagram.  

To conclude in a single statement, Facebook offers more flexibility and content tends to be more shareable (family and friends-oriented). Instagram is more about aesthetics and visuals.  

How can Vaizle help you monitor Facebook or Instagram ads? 

Once your ads are up and running, you need a way to find out if they are effective or not. Which platform is bringing more conversions and which age group is contributing to the most clicks?  

To get such answers and track the necessary social media metrics, you need the help of an ad analytics tool like Vaizle.  

Vaizle brings all your ad account’s metrics in a single interactive dashboard and makes data extraction easy for you. At first glance, you will be able to see your account’s performance over a span of day, week, or month.  

Going a step further, Vaizle also helps understand how users are converting and exiting the funnel.  

Sounds promising, right?  

But that’s not all! You also get access to detailed periodic analysis to know your audience a little better.  

Get started with the free Facebook ad analysis tool to automate your marketing workflow!  


Facebook ads vs Instagram ads might initially seem like a pointless debate. Running under Meta business manager, both platforms work quite similarly and use the same data to find the relevant set of audiences for your ad.  

However, that’s not entirely correct. You’ll find there are subtle differences in running ads on both platforms. For example: Instagram provides fewer optimization options than Facebook and is easier for beginners to enter the advertising business. On the other hand, Facebook offers a lower CPC and a better CTR, thus maximizing your ROI.  

So, where should most of your ad spend go?  

The only right way to find out is to test both platforms and evaluate the results. Once your ads are live, head to the Vaizle dashboard to check the performance for different platforms and compare the results.  

You can also retrieve your ads account data to a Google Sheet for further analysis. Free Facebook ads to Google Sheet Connector tool by Vaizle helps you do so with a simple 3-click process.    

Vaizle now offers exclusive access to all paid features for $1 only. Sign up for the 7-day trial and explore our range of tools — including social media, ad, and competitive SM analysis. Also, try our newly launched Ads to Google Sheet connectors to make your marketing journey insightful. Cancel or change plans anytime.  

About the Author

Himanshu Chaturvedi

Himanshu Chaturvedi

Himanshu is an SEO Executive with 7 years of work experience and MBA in Marketing. His core expertise lies in crafting impactful SEO strategies for growing B2B organizations and bringing organic traffic to their social and web channels! He is also a fitness freak with a knack for athleticism and you'll often find him spending his off hours in a gym.

Enjoy this Article? Share it please.

Easily manage your Social Media Accounts

Change Plans Anytime

Cancel Anytime