Facebook ads vs boosted posts
Boosting is quick. Ads Manager gives you control. What the difference means for enquiries and sales.
Facebook & Instagram ads · Comparison
Instagram or
Facebook ads?
What differs.
Instagram ads and Facebook ads are built in the same place, Meta Ads Manager, and usually run as one campaign. The difference is where the ad appears and how people behave there: Instagram is visual and fast, while Facebook gives more room for detail. For most Malta businesses, the best answer is to run both and let the results decide.
By Malta Digital · Published · Updated · 5 min read
In this article
Same system
Is it the same
ad on both apps?
Mostly, yes. Meta owns both apps, and both are sold through Ads Manager. You choose one objective, one audience and one budget. Then you decide where the ads can appear: Facebook, Instagram, Messenger and Meta’s partner apps.
If you leave placements on automatic, which Meta calls Advantage+ placements, Meta spreads the budget across apps and positions where it expects the best results for your objective. You can also choose placements yourself, for example Instagram only.
So the real choice is not between two platforms. It is how to spread one campaign across them, and what creative each placement needs.
What differs
What changes
between the two apps.
How people use them
Instagram is fast and visual. People swipe through Stories and Reels. Facebook feeds are slower, with more text, links, groups and events.
Formats
Instagram leans on vertical video and images in Stories and Reels. Facebook also runs these, plus feed ads where longer copy is read.
Who you reach
The mix of ages and interests can differ between the apps. Do not assume. Check the breakdown in your own results.
What people do next
On Instagram, people often visit your profile or send a message. On Facebook, they are more used to filling in a form or clicking through to a website.
Placements
Where your ads
can appear.
Both apps have several placements. Each one needs slightly different creative.
Feeds
Ads between posts on Facebook and Instagram. Square or portrait images and video work well, and the caption gets read.
Stories
Full-screen vertical ads between Stories. Short, bold and quick to understand.
Reels
Full-screen vertical video. The first seconds decide whether people keep watching.
Explore and search
Ads in Instagram’s discovery areas, shown to people browsing new content.
Messenger and partner apps
Extra placements Meta can use. Check their results separately before keeping them.
If you only have square images, the ads can still run, but vertical creative usually looks more natural in Stories and Reels.
When Instagram leads
When Instagram
gets more budget.
- Your product or service sells on looks: food, interiors, beauty, fashion, travel, events.
- You have good vertical video, or can make it.
- Your customers like to message before they book or buy.
- Your profile itself is strong, so a visit builds trust.
For restaurants, salons, tours and online shops in Malta, Instagram placements often matter a lot. Even so, test it rather than switching Facebook off by default.
When Facebook leads
When Facebook
gets more budget.
- Your offer needs a few lines of explanation.
- You want lead forms that open inside the app.
- Your service is local and practical, such as trades, clinics or schools.
- You promote events, or rely on community and word of mouth.
Facebook is still where many people in Malta follow local businesses, events and news. For services that need explaining, its feed gives the space to do it.
Budget
How to split
the budget.
You do not need to split the budget yourself at the start. With one campaign and both apps allowed, Meta moves spend towards the placements bringing results for your objective.
Step in when the data is clear. If Instagram Stories bring enquiries and Messenger brings none, exclude Messenger. If Facebook feed brings the best customers, give it creative made for the feed.
- Start with automatic placements and one clear objective.
- Review the placement breakdown after a fair test.
- Exclude placements that spend without results.
- Make creative for the placements that work, rather than forcing one format everywhere.
Splitting the budget by hand too early often makes results worse, because each part has less data to learn from.
Creative
Making ads that work
on both.
01
Shoot vertical first
Vertical video works in Stories and Reels, and can be adapted for feeds.
02
Make it clear without sound
Many people scroll with the sound off. Use captions and show the offer early.
03
Keep text short on images
Put the detail in the ad copy, not on the picture.
04
Make several versions
Different hooks, images and offers. Small markets need fresh creative more often.
Our packages include ad copy and static creative. Video content creation is part of the Growth Partner package.
Common mistakes
Mistakes we see
with both apps.
- Boosting Instagram posts for likes and expecting sales.
- Using the same horizontal video everywhere.
- Sending Instagram traffic to a website that is slow on phones.
- Ignoring messages, which on Instagram are often the main enquiry route.
- Turning off one app after a few days instead of a fair test.
In Malta, word travels fast. A slow reply to an Instagram message costs more than the click did. Decide who answers messages, and how quickly, before the campaign starts.
Malta notes
Notes for Malta
businesses.
Tourists and residents
Tourists often discover places on Instagram while they are here or planning a trip. Residents may respond better to practical, local Facebook ads. Separate the two if both matter.
Small audiences
In a small market, the same people see your ads across both apps. Rotate creative so it stays fresh.
Messages matter
Many people in Malta prefer to message rather than fill in a form. Make sure messages from both apps reach someone who replies quickly.
How to decide
How to decide with
your own data.
The fairest test is simple. Run one campaign with both apps allowed, then look at the breakdown by placement in Ads Manager. It shows results, spend and cost for each placement.
- Judge placements by enquiries or sales, not by clicks.
- Give the campaign a few weeks before moving budget.
- If one placement brings nothing after a fair test, exclude it.
- Check again every few months. Results change with seasons and creative.
This avoids arguments about which app is “better”. Your customers decide.
A few straight answers
What you might be wondering.
Are Instagram ads and Facebook ads the same?
They are built in the same Meta Ads Manager and can run in one campaign. They differ in where they appear, the formats that work best and how people respond.
Which is cheaper, Instagram or Facebook ads?
It varies by audience, placement and season. Compare the cost of a real enquiry or sale from each placement in your own results, rather than relying on general claims.
Do I need an Instagram account to run Instagram ads?
It is strongly recommended. Connecting your Instagram account means ads show your own name and profile, and people can visit and message you.
Should I run ads on both?
For most businesses, yes. Start with both allowed, then use the placement breakdown to move budget towards what brings customers.
Do you post on Instagram for clients?
No. We focus on paid Facebook and Instagram ads that bring enquiries and sales. We do not offer organic posting or community management.
Keep reading
Related guides.
Facebook ads vs Google ads
Search ads catch existing demand. Meta ads create it. How to choose for your business.
How to advertise on Instagram
Account setup, objectives, audiences, formats and budget, step by step, with notes for Malta.
A useful first step
Show us what
you’re running.
We’ll look at your offer, campaigns, tracking and landing page, then explain what we would change first. Initial review at no charge.