[FAQ]

I know you can either boost a post or run an ad on Facebook, but I’ve never really understood the real difference between the two.

They both seem to involve paying to promote your content, but are there limitations with one over the other? When should I use “boost post,” and when should I go into Ads Manager and set up a campaign from scratch?

Trying to figure out what gives me better control, better results, and is worth the effort if I’m promoting something like a lead magnet, webinar, or product.

Would love to hear from anyone who’s tested both approaches.

[Jeff Bullas]

It’s a great question—and one that trips up a lot of creators and small business owners.

Here’s the deal: boosting a post and running an ad both involve putting money behind your content, but they’re not created equal in terms of control, targeting, and performance.

Boosting a post is Facebook’s “easy button.” It’s designed for speed and simplicity. You hit the blue button, choose a basic audience, set a budget, and off it goes. This is fine if you’re trying to get more likes, comments, or reach on a specific post—especially something organic that’s already doing well. But your options are limited. You can’t customize your objectives deeply, your audience targeting is narrower, and your placements are restricted.

Running an ad through Ads Manager, on the other hand, gives you full control over your campaign. You can choose specific goals like conversions, traffic, or lead generation. You can split test different creatives, run ads in different formats, and target cold vs. warm audiences with precision. If you’re promoting a product, building a funnel, or trying to scale results, Ads Manager is the way to go.

Think of boosting as a quick visibility tool. Think of Ads Manager as your full marketing toolkit.

If you’re serious about turning content into conversions—not just engagement—go with a real ad. You’ll get better tracking, better targeting, and a much higher return.

– Jeff

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