Are Meta Ads better than boosted posts?
If you already pay to advertise your business on Meta platforms like Facebook and Instagram (or you’re thinking about it), at some point you’ll ask yourself this question: ‘Should I use boosted posts or Meta ads?’
And yes, it’s true: boosted posts are quick and easy to set up (making them tempting for businesses looking for a quick visibility rush). But if you’re serious about results, Meta ads are hands-down the smarter choice.
Let’s break down the top five reasons why Meta ads (including Facebook ads and Instagram ads) are the better option for paid social media marketing.
1. Avoid the iPhone tax
Here’s something you might not know: boosting a post through the Instagram or Facebook app on an iPhone comes with an Apple ‘tax’. Since February 2024, Apple has been taking a 30% cut from Facebook and Instagram boosted post transactions made via iOS apps.
That means almost a third of your budget disappears before your ad even starts working for you!
Meta ads, however, are created through Meta Ads Manager, completely bypassing this fee. More of your budget goes towards reaching your ideal audience, not lining Apple’s pockets. For businesses with limited budgets, this difference can be game-changing.
2. Precision targeting that actually works
Boosted posts let you target people based on basic factors like age, gender, and location, which is absolutely fine if you’re casting a wide net. But if you want real results, Meta ads take your targeting several steps further, including:
Custom audiences: reach people who’ve interacted with your brand, visited your website, or are on your email list.
Lookalike audiences: find brand-new customers who match the characteristics of your best existing ones.
Advanced Segmentation – Drill down into interests, behaviors, and even past purchasing habits.
This means your ads aren’t just seen, they’re seen by the right people at the right time, maximising your return on investment.
3. Next-level creative control
Boosted posts are simply existing content with a little push. Meta ads, on the other hand, let you build custom campaigns from scratch with full creative flexibility. This gives you complete control over how your ad appears and performs.
Choose from multiple formats: carousel ads, video ads, collection ads for e-commerce, and more.
Test different headlines and calls-to-action (CTAs) to see what your audiences connect with and respond to.
Pick precise placements, whether that’s Facebook Feeds, Instagram Stories, Messenger, or beyond.
With Meta ads, you’re in control of how your brand looks, feels, and performs—rather than being limited by a one-size-fits-all approach.
4. Optimised for business goals (not just likes)
Boosted posts are mainly designed to drive engagement: likes, shares, comments. And while this is great for visibility, it’s not so great if your goal is sales, leads, or website traffic.
Meta ads, however, let you choose from a range of business-driven objectives, such as:
Driving website traffic
Generating leads
Increasing online sales or in-store visits
Boosting app installs
By aligning your campaign with a real business goal, you make sure every pound you spend actually makes a difference (and that you can measure it).
5. Data-driven decisions, not guesswork
When it comes to digital marketing, data is everything. Boosted posts give you basic insights like reach and engagement, but Meta ads go much deeper.
With Meta Ads Manager, you can:
Track conversions (purchases, sign-ups, leads)
Measure your return on ad spend (ROAS)
Analyse audience behaviour, ad placements, and creative variations
This means you’re not just throwing money at ads and hoping for the best—you’re constantly refining and improving based on real insights.
FAQs: Meta ads vs. boosted posts
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Boosted posts are quick, simplified ads that push existing content for engagement.
Meta ads are fully customisable, built from the ground up in Ads Manager with better targeting, more creative formats, and advanced analytics.
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They can be useful for quick engagement, like promoting a time-sensitive post or event.
But for strategic campaigns designed to generate sales or leads, Meta ads are far more effective.
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Not necessarily! While they take longer to set up, Meta ads often deliver better results because of the precise targeting and optimisation options.
You’re paying for performance, not just visibility.
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Absolutely. Some businesses use boosted posts for short-term engagement boosts (such as promoting events) and Meta ads for long-term, results-driven campaigns.
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Yes, but Instagram’s boosted post options are much more limited, compared to Meta ads, which offer more flexibility and placement options.
Final thoughts
Boosted posts have their place, but if you’re serious about getting results from your social media advertising, Meta ads are the way to go.
They give you:
More control over your budget (goodbye, Apple tax!)
Advanced audience targeting
Greater creative flexibility
Objectives that drive real business outcomes
Deep-dive analytics for smarter decision-making
If you’re serious about growing your business through social media advertising, and ready to move beyond vanity metrics and into strategic, high-impact social media campaigns, it’s time to invest in Meta ads.