Facebook Ads vs Instagram Ads: Which Platform Delivers Better ROI in 2025?

In the fast-evolving world of digital marketing, social media advertising continues to be a dominant force for business growth. As we step into 2025, many marketers are caught in a familiar debate: Facebook Ads vs Instagram Ads — which one gives the better return on investment (ROI)? At Ideofy, a team of seasoned digital marketing freelancers, we dive deep into this comparison to help you decide where your ad budget will work hardest.

The 2025 Meta Ads Landscape

Meta (formerly Facebook Inc.) offers a unified platform for running ads across both Facebook and Instagram. While both platforms are accessible through the same Ads Manager, they deliver very different user experiences, demographics, and engagement patterns. To understand ROI, it's crucial to look beyond basic metrics and dive into the contextual nuances of each platform.

Demographics: Who's Where?

Facebook remains the go-to platform for users aged 30 and above. It appeals to both B2B and B2C markets, particularly in industries like finance, education, and real estate. On the other hand, Instagram has firmly established itself as a visual-first platform, highly popular among users aged 18–34 — ideal for fashion, lifestyle, travel, and consumer brands.

Understanding where your audience spends their time is key to optimizing ROI. If your product or service targets Gen Z or Millennials, Instagram’s visual environment offers a distinct advantage. For businesses catering to a more mature audience, Facebook provides unmatched reach and targeting depth.

Ad Formats & Creative Flexibility

Facebook supports a wide range of ad types: carousel ads, slideshow ads, video ads, collection ads, and more. These formats work well for storytelling and lead generation. With detailed targeting and flexible placements, Facebook excels in campaigns focused on conversions and customer acquisition.

Instagram, while also offering carousel and video ads, shines with immersive formats like Stories, Reels, and Shopping posts. These formats work wonders for product-based businesses that thrive on visual appeal. Instagram’s high engagement rates make it an excellent platform for boosting brand visibility and engagement.

Cost & ROI Breakdown

In general, Instagram Ads tend to have higher cost-per-click (CPC) than Facebook, but often lead to higher engagement. Facebook Ads, meanwhile, generally yield better cost-per-lead (CPL), especially for long-form and lead generation campaigns.

Metric	Facebook Ads	Instagram Ads
CPC (Avg)	Lower	Higher
Engagement Rate	Moderate	High
Conversion Rate	Higher for B2B	Higher for B2C
ROI Potential	Lead Generation	Brand Engagement

This doesn’t mean one platform is better across the board — it depends on your goals. For service-based businesses working with SEO freelancers or content creators, Facebook Ads often deliver more measurable leads. Product-based brands, especially in e-commerce, might find better ROI on Instagram.

When Should You Use Facebook Ads?

• B2B lead generation

• Community building and retargeting

• Campaigns focused on events, webinars, or downloads

• Budget-conscious performance marketing

Our Facebook ads services at Ideofy have consistently delivered results for clients in education, real estate, and local services sectors. With precise interest and behavior-based targeting, Facebook gives you depth and scalability.

When Should You Use Instagram Ads?

• Brand awareness and engagement

• Product launches

• Influencer-driven campaigns

• Visually appealing or trending products

If you’re in the lifestyle, food, fashion, or entertainment sector, Instagram can offer unmatched ROI through Reels and Stories. With the right creative, Instagram ads can go viral — delivering both reach and revenue.

Cross-Platform Strategy: Best of Both Worlds

In 2025, savvy marketers are no longer choosing between platforms — they’re combining them. Facebook and Instagram campaigns can work in harmony, with cross-platform retargeting, custom audiences, and shared insights.

By leveraging dynamic creatives and auto-placement strategies, you can reach users at multiple touchpoints. At Ideofy, our team of social media marketing freelancers regularly optimizes cross-platform campaigns to ensure your budget works efficiently — wherever your audience scrolls.

Tracking ROI: What Metrics Matter

ROI is more than just revenue. Depending on your campaign goals, key performance indicators (KPIs) may include:

• Cost-per-click (CPC)

• Click-through rate (CTR)

• Conversion rate (CVR)

• Cost-per-lead (CPL)

• Return on ad spend (ROAS)

Using Meta Pixel, UTMs, and platform-specific analytics, we ensure our clients can track their results accurately across the entire funnel.

Final Thoughts: Choose Based on Goals

If you're a service provider looking to grow leads, Facebook might be your platform of choice. For visual-first product brands aiming to capture a younger audience, Instagram offers tremendous creative flexibility and engagement.

Still unsure? Test both. A/B testing different creatives and placements on Facebook and Instagram helps uncover which platform delivers better ROI for your specific niche.