What’s the Difference Between Boosting a Post and Running an Ad?

If you’ve ever clicked that little ‘Boost Post’ button on Facebook or Instagram and wondered, “Is this the same as running an ad?”, you’re in good company.

This is one of the most common questions small business owners ask - and it’s a crucial one.

The truth is: while boosting a post is a form of advertising, it’s not the same as running a proper Facebook or Instagram ad campaign through Ads Manager.

In this blog post, we’ll explain:

• The difference between boosting and running ads

• When you might use each

• Why Ads Manager gives you more control (and better results)

• Which option is best for small business owners in 2025

Let’s break it down.

What Does Boosting a Post Mean?

Boosting a post is the quick and easy way to put money behind a post you’ve already published.

You’ve likely seen the blue “Boost Post” button under your Instagram or Facebook content. Tap it, choose your budget, audience and duration - and Meta will push your post out to more people.

Boosted posts are best for:

• Getting more likes, comments, and shares

• Increasing basic brand awareness

• Promoting simple updates, announcements or engagement content

BUT… boosting has limitations:

• Limited targeting options

• Fewer ad objectives (e.g. no lead generation or conversions)

• Less control over placements (e.g. no Stories-only or Reel placements)

• Less powerful tracking and performance data

What Does Running an Ad Mean?

Running a Facebook or Instagram ad through Meta Ads Manager gives you full access to the platform’s most powerful features.

This is how the pros do it. Instead of boosting an existing post, you build your ad from scratch - including custom visuals, ad copy, audiences, placement options and campaign objectives.

Running ads through Ads Manager allows you to:

• Choose specific goals (traffic, sales, leads, messages, app downloads, and more)

• Use detailed targeting (lookalike audiences, interests, website retargeting, etc.)

• Split test headlines, images, videos, and audiences

• Optimise based on conversions, not just likes

• Track performance with precision

This is how you scale, convert, and grow with intent — not just hope people engage.

Boost Post vs. Ads Manager: Key Differences

Which One Should You Use?

Boost a post when:

✔️ You’re just starting out and want more visibility
✔️ You want quick, easy engagement with a small budget
✔️ You’re promoting a giveaway, event or announcement

Use Ads Manager when:

✅ You want leads, sales, or traffic to a specific page
✅ You’re ready to scale your marketing
✅ You need proper tracking, targeting and retargeting
✅ You want to maximise your return on ad spend

Final Thoughts: Boosting vs. Running Ads – What’s Right for Your Business?

In 2025, boosting a post is like dipping your toe in the water - it’s quick, easy, and beginner-friendly.

But if you’re ready to get serious about growing your business with paid advertising, then Ads Manager is where the magic happens.

Want to stop wasting money on boosted posts and start running ads that actually convert? We can help.