What’s the difference between boosting a Facebook post and running a proper ad?
Spoiler: one’s a quick fix, the other’s a smart strategy.
If you’ve ever clicked “Boost Post” on Facebook and watched your dollars disappear without much to show for it — you’re not alone.
It’s one of the most common frustrations I hear from small business owners:
“I boosted a post… but I didn’t get any sales.”
Let’s break down what boosting actually does, how it differs from running a proper ad, and when to use each.
Boosting a post: The fast food of Facebook ads
Boosting a post is the simplest form of advertising on Facebook (and Instagram). Facebook literally prompts you with a blue button that says “Boost Post” — and it’s tempting. A few clicks, set your budget, and you’re off.
✅ Pros:
Fast and easy
Good for beginners
Can increase reach and engagement (likes, comments, shares)
❌ Cons:
Limited targeting options
Can’t customise placements (e.g. Stories vs. Feed)
No control over objectives (like conversions or leads)
Doesn’t give you deep insights or tracking
So if your goal is just to get your post seen by more people, boosting can help. But if your goal is to get results — like clicks, sales, or sign-ups — boosting won’t cut it.
Running a proper Facebook ad: The main meal
Using Meta Ads Manager (aka Facebook’s full ad platform) gives you far more control and power.
✅ You can choose your goal (what Facebook optimises for):
Website clicks
Leads
Sales
Messages
Video views
And more
✅ You can target more precisely:
Custom audiences (e.g. website visitors or email list)
Lookalike audiences (people similar to your best customers)
Retargeting people who’ve interacted with you before
✅ You get proper reporting and tracking:
See exactly how your ad performed, how much each click or sale cost, and where improvements can be made.
In short: Facebook Ads Manager is where real marketing happens.
Boost vs. Ad: A simple analogy
Think of it like this:
Boosting a post is like handing out flyers on the street.
Running an ad in Ads Manager is like sending a personalised letter to someone who’s already interested in what you offer.
Both have their place. But one is clearly more strategic.
So, when should you boost?
Here’s when a boost might be okay:
You have a really engaging organic post you want more people to see
You want to increase local awareness quickly (e.g. event coming up this weekend)
You’re just getting started and want to test the waters
But always remember: a boosted post is just one piece of the puzzle. It’s not a replacement for a well-thought-out campaign.
The bottom line
Boosting a post is easy — but it’s not a magic bullet.
If you’re spending money, you want that spend to be strategic. That’s where proper Facebook Ads come in.
So next time you feel tempted to hit the blue button, ask yourself:
“Do I want likes… or do I want leads and sales?”
Because there’s a big difference — and your marketing deserves more than a shortcut.
