When it comes to Facebook and Instagram marketing, one of the most common questions we get at Purple Octopus is: “Should I boost a post or run an ad campaign?” While both options can help you get your message out there, they serve very different purposes — and knowing when to use each can save you money and deliver better results.
In this blog, we break down the key differences between boosting a post and running an ad, so you can make smarter marketing decisions.
What Does Boosting a Post Do?
- Boosting a post is the simplest form of advertising on Facebook and Instagram. You take a post that’s already live on your page, click the “Boost Post” button, set a budget, choose some basic targeting, and off it goes!
- This option is designed to increase visibility — it’s great for reaching more people, getting extra likes, comments, shares, and keeping your brand visible. But here’s the catch: it’s limited in terms of targeting, placements, and campaign objectives.
What’s Different About Running an Ad Through Ads Manager?
- Ads Manager is Facebook’s full advertising platform, offering advanced tools to create and manage ad campaigns. Instead of just promoting an existing post, you can create custom ads (even dark posts that don’t appear on your feed), set specific marketing objectives (like website traffic, conversions, or lead generation), and access powerful targeting options like lookalike audiences, retargeting, detailed interests, and behaviours.
- You also get full control over where your ads appear (Stories, Reels, Messenger, Audience Network, etc.), how your budget is spent, and how your campaigns are optimised.
Quick Comparison Table
| Feature | Boosting a Post | Ads Manager Campaign |
| Ease of Use | Simple, one-click | Simple, one-click More detailed setup in Ads Manager |
| Targeting | Basic targeting | Advanced targeting, custom audiences, lookalikes, retargeting |
| Objectives | Engagement, reach | Traffic, conversions, leads, sales, app installs, video views |
| Placement Control | Limited (mainly feeds) | Full placement control (feeds, Stories, Reels, Messenger, Audience Network) |
| Budget & Bidding | Simple budget, automatic bidding | Advanced options, bidding strategies, A/B testing |
Creative Control | Boost existing post only | Use existing posts or create dark posts |
| Analytics | Basic insights | Use existing posts or create dark posts |
| Best Use Case | Quick awareness, extra engagement | Strategic campaigns aimed at measurable results |
Our Purple Octopus Tip
Boosting posts can be useful if you want a quick win — like extending the reach of a high-performing post or increasing engagement fast. But if you’re serious about driving results like sales, leads, or website traffic, Ads Manager is hands-down the better tool.
At Purple Octopus Marketing Solutions, we help businesses choose the right approach to match their goals and budget. Whether you need a little boost or a fully strategic ad campaign, we’re here to make sure every marketing pound works hard for you.
Let’s chat about how we can help you craft the perfect strategy!