TikTok ads vs Facebook ads: which is better for your business?
With a limited budget, many owners wonder: start with TikTok or Facebook? The two platforms differ a lot in user habits and how ads work. Choosing the right one matters more than spending more.
Quick comparison
| Facebook / Instagram | TikTok | |
|---|---|---|
| Main audience | Wide age range, many users over 25 | Younger, many active users aged 18–35 |
| Creative formats | Images, videos and carousels | Mainly vertical short videos |
| Targeting | Mature, many audience and retargeting options | Improving, interest and behaviour targeting |
| Best for | Messages, leads, website conversions, retargeting | Reach, leads, traffic |
| Creative style | Polished or casual both work | Must feel like TikTok content; ad-like videos underperform |
Businesses that should start with Facebook
- Older customers, or decision makers such as business owners and parents.
- Service businesses that close sales on WhatsApp or by phone.
- Businesses that need retargeting of people who visited or engaged.
Businesses that should start with TikTok
- Young customers who love short videos.
- Products that show well on video, such as food, beauty and lifestyle goods.
- Businesses already on Facebook that want a second channel and less reliance on one platform.
Which is cheaper?
There is no fixed answer. TikTok views are sometimes cheaper, but with the wrong creative clicks and enquiries can be few; Facebook's targeting is more mature and lead quality can be steadier. The practical way is to test both with a small budget for a week or two, then split budget by cost and quality per enquiry.
Our recommendation
- Start with the platform that best matches your customers, and get the creatives and process right.
- Once results are steady, add the second platform.
- Both platforms can share AI video ads, with only the size and opening adjusted.
Not sure which suits you? Tell us about your business and we'll recommend a platform. See TikTok ads and Facebook ads.
Frequently asked questions
Can I run TikTok and Facebook ads together?
Yes, many businesses use both. We suggest getting steady results on one platform first, then adding the second.
Do TikTok ads need video?
TikTok is mainly short video. If you can't film, AI-made ad videos or edits of existing footage work too.
Which platform brings better leads?
It depends on the industry and creatives. Test with the same budget and compare cost per enquiry and close rate.