What is the difference between boosted posts and Facebook Ads?

Social Media

Have you wondered which is better: Boosting a post on Facebook or promoting it as a Facebook Ad?

It can seem confusing at first, but there are distinct differences between the two that will help you to determine which one to use for your marketing goals!

Boosted Posts

 A boosted post is a type of Facebook Ad that takes the form of a normal Facebook post, which appears on your timeline and on users’ News Feeds as a “Sponsored” post. This can be a status update, a photo or a video. To “Boost” a Facebook post and turn it into an Ad is easily done, simply by clicking “Boost” on the lower right corner when creating the post. This function allows you to add a specific budget, target a specific audience and run the ad within a certain time frame.

Boosting a post is a very useful function for when you want to:

  • Increase post visibility
  • Boost post engagement
  • Boost page likes
  • Drive brand awareness

This function is particularly powerful when your main goals are to do with page engagement, interaction, or simply want to post content and get a bigger and better response. Boosted posts also feature a “Page Like” button on the ad for people who do not yet follow you, which is very useful for garnering new fans. There is also quite a bit of freedom and flexibility in the targeting and budgeting of these types of ads, making it quite easy and fast.

However, if you have other goals beyond page/post engagement and are seeking to gain more specific actions from users, it’s time to turn to Facebook Ads.


 Facebook Ads are run through the Facebook Ads Manager and are tailored to your specific marketing purposes, such as:

  • Page Likes/Post Engagement
  • Clicks to Website
  • Website Conversions
  • Event Responses
  • App Installs
  • Video Views

Once you select what your main purpose is, you then start creating your Ad, where you have much more options in terms of targeting, pricing and bidding. Advanced targeting options include selecting people in terms of age, hobbies, place of residence, and lifestyle traits. Depending on your goal, you can also have customisable call to action buttons, such as “Download App”, “Get Directions”, and “Book Now”.

Unlike Boosted Posts, Facebook Ads are not published onto your timeline, but only appear as “Sponsored” posts on users’ News Feeds instead. In addition, other advanced options such as the use of a Conversion Pixel to record data about users’ actions on your website can also be utilised.

Overall, Facebook Ads give you many more options to help you create campaigns optimised for your specific marketing goals, and their defined directedness means they can spawn better and more specific results, and can have a lower cost per action, in comparison to Boosted posts.


Therefore, there is quite a significant difference between Boosted posts and Facebook Ads, in terms of their capabilities and what type of results they will spawn for your business.

If you’re wondering which one to use, it isn’t a question of which choice is better, but rather which choice is more suitable for your marketing goals and what you want to receive back from the content you’re posting.

Feel free to contact us for a chat should you have any questions.