Instagram ads vs Facebook ads is a common question, but it is a little misleading. Both run from the same Meta Ads Manager, use the same lead forms and audiences, and can run in the same campaign. The real question is where your ads should appear, and with what creative.
Instagram ads vs Facebook ads: what is the same
You set up one campaign in Ads Manager and choose placements: Facebook, Instagram, or both. Lead forms, click-to-WhatsApp, the Pixel and audiences all work across both. Our click to WhatsApp ads guide applies to Instagram too.
What is different
- Instagram is more visual, with Reels and Stories taking a big share of time.
- Facebook has the feed, groups, Marketplace and video, and an audience that skews a little older in many markets.
- Creative sizes differ: vertical 9:16 for Reels and Stories, 4:5 or square for feeds.
- People use them at different moments, so the same ad can perform differently.
How we decide between Instagram ads vs Facebook ads
1. Start with all placements
For most new lead campaigns we let Meta show ads on both and choose where results are cheapest. This is the default Advantage+ placements setting.
2. Check results by placement
After a week or two, break down results by placement in Ads Manager. Look at cost per lead, and later at lead quality.
3. Give each placement the right creative
A square image squeezed into Reels looks out of place. Prepare a vertical video for Reels and Stories.
4. Split only if one clearly wins
If one platform brings far better leads, put it in its own campaign so you can control the budget.
Creative to prepare
The opening seconds matter most on both. Show the product, the result or a face straight away, and add captions for people watching without sound. See Facebook ad creative testing for how we test.
Instagram ads vs Facebook ads by business type
Visual products like fashion, jewellery, interiors and food often do well on Instagram Reels. Services that need explaining, and many B2B offers, often find good leads in the Facebook feed. But these are starting points; the placement breakdown in your own account is what decides.
How to check placement results in Ads Manager
To settle Instagram ads vs Facebook ads for your own account, open your campaign in Ads Manager, click “Breakdown” and choose “By delivery → Placement”. You will see results, cost per result and spend for each placement: Facebook feed, Instagram feed, Instagram Reels, Stories and others.
- Look at cost per lead first.
- Then check lead quality by placement, using your sales notes.
- Ignore placements with very little spend; their numbers are not reliable yet.
A quick creative checklist for both
- One vertical 9:16 video for Reels and Stories.
- One 4:5 version for feeds on both platforms.
- The product, result or face in the first seconds.
- Captions burned in for sound-off viewing.
- Text kept away from the edges, where buttons and captions cover it.
With these two sizes ready, Meta can show the right version in each placement, which usually lowers cost per lead across both platforms.
When to run them separately
In the Instagram ads vs Facebook ads question, separate campaigns make sense when one platform clearly brings better leads, when you want different offers for different audiences, or when your Instagram profile itself is a big part of the sale. Otherwise one campaign with all placements is simpler and lets Meta do the balancing. For the wider choice between platforms, see Google Ads vs Facebook Ads.
Quick answers
Do I need an Instagram account to run Instagram ads?
It helps a lot. Ads can run from your Facebook Page, but a real Instagram profile builds more trust.
Are Instagram leads lower quality?
Not by default. Instagram ads vs Facebook ads lead quality varies, so check by placement in your own account, and use qualifying questions if needed.
Meta explains placements on its ad formats page. Or ask for a free ad account audit.
Want every benchmark in one place? Download our free cost per lead report with numbers from 13 industries.
