The Difference Between Boosted Posts and Ads (And Which One You Should Use)
If you’ve spent any time on Facebook or Instagram for your business, you’ve probably seen that tempting little blue button that says “Boost Post.” It makes it seem like all you need to do is click, pay a few dollars, and your post will magically reach tons of people.
But then you hear people talk about ads—and suddenly things feel more complicated. What’s the difference? Are boosted posts the same as ads? Which one actually works better for small businesses?
What Is a Boosted Post?
A boosted post is a regular post on your Facebook or Instagram page that you pay to show to more people. It’s like giving your post a little push so it doesn’t just sit there waiting for the algorithm to notice it.
How it works:
You choose a post you already published.
Click the Boost Post button.
Pick your audience, budget, and how long you want it to run.
Pros:
Super easy to set up—no tech headaches.
Increases engagement like likes, comments, and shares.
Great for getting more eyes on a simple announcement or event.
Cons:
Limited targeting options.
Not great for driving specific actions like sales or leads.
What Are Ads?
Ads are created through Facebook’s Ads Manager (or other ad platforms). They give you way more control over how your money is spent and who sees your content.
How it works:
You design an ad specifically for a goal—like website visits, leads, or sales.
You get more targeting options, like location, interests, behaviors, and retargeting people who visited your site.
You can test different versions of your ad to see what works best.
Pros:
More precise targeting.
Better for conversions (like sales or sign-ups).
Detailed analytics to see exactly what you’re getting for your money.
Cons:
Takes longer to set up.
Slightly steeper learning curve if you’re new to ads.
Which One Should Small Businesses Use?
Here’s the simple rule:
Boosted Post: Use if you want awareness—more people seeing your content, liking your page, or engaging with a post. Perfect for events, announcements, or fun, shareable content.
Ads: Use if you want results—like sales, leads, or people visiting your website. Ads give you more control and better ROI if you set them up right.
The Bottom Line
Boosted posts are like dipping your toes in the water. Ads are like diving in with a plan. Both can work for small businesses, but if you want to get serious about results, ads usually give you more bang for your buck.
