If you’ve ever managed a Facebook page, you’ve probably seen that little blue button under a post—“Boost.” It’s tempting, right? One click and suddenly your post reaches more people. Easy. On the flip side, you’ve got Facebook Ads Manager, which feels more like walking into the cockpit of an airplane. Buttons everywhere, settings you didn’t even know existed, and the sense that you might crash the whole thing if you press the wrong one.
So, what’s the real difference between boosting a post and running an ad? And more importantly, which one should you actually be spending money on? Let’s break it down.
The Basics
Boosted posts are basically regular posts you pay Facebook to push in front of more people. Think of it like buying a bigger megaphone. You’re not creating something entirely new—you’re just amplifying what’s already on your page.
- You can set a budget.
- Pick an audience (though options are limited).
- Choose how long you want it to run.
And that’s it. Super simple. That’s why so many small business owners use boosts—they don’t have the time or energy to mess with Ads Manager.
But here’s the catch: boosted posts are mostly designed for engagement. Likes, comments, shares. They’re not the best if your real goal is sales, leads, or very specific targeting.
Facebook Ads: The Big Playground
Now, Ads Manager is where the magic happens. And also where the headaches begin, if we’re being honest. But once you get past the overwhelming dashboard, you realize how much control you actually have.
You can:
- Build different types of campaigns (sales, traffic, lead gen, etc.).
- Target people down to super specific interests, behaviors, even lookalike audiences.
- A/B test creatives and audiences.
- Track conversions with the Facebook pixel.
Basically, Ads Manager is for people who want more than just likes. If you’re looking to actually grow your business in a measurable way, this is where you need to be. Boosting a post is like dipping your toes in the water. Ads Manager is diving headfirst into the pool.
When Should You Boost Instead of Running Ads?
Here’s the deal: boosting isn’t bad. It just depends on your goal.
- If you want quick engagement on a post (say you’re announcing an event or sharing a behind-the-scenes video), a boost works fine.
- If you’re testing new content and want to see what people respond to, boosting can give you fast feedback.
- And honestly? If you’re just getting started with Facebook marketing, boosting helps you ease in without feeling totally lost.
I once boosted a post for a friend’s bakery because she wanted people in her neighborhood to know she was running a weekend special. Ten bucks later, a bunch of locals had liked the post and tagged their friends. Simple. And that was all she needed.
When Are Ads Smarter Play?
If your goal is more serious—like growing your email list, driving people to your website, or getting actual sales—Ads Manager is the way to go.
Why? Because you need better targeting. You want to reach your audience, not just whoever happens to be online. Ads let you get specific—people who’ve visited your site, added something to cart but didn’t buy, or even people who look like your current customers. That’s powerful.
And here’s something people don’t talk about enough: boosted posts don’t let you track conversions properly. Sure, you’ll see likes and shares. But do you know how many people actually bought because of that boost? Probably not. With ads, you can.
A Little Analogy
Think of it like this: boosting a post is like grabbing a mic and shouting in a crowded room. Some people stop, nod, maybe clap. Ads Manager is like renting the stage, setting up spotlights, and inviting the exact people you want to hear your message. Bigger effort, but way more intentional.
Which One Should You Use?
Honestly, it depends on where you’re at.
- If you’re brand new, have a small budget, and just want people to notice you? Start with boosts.
- If you’re ready to actually grow sales, scale, and track results? Learn Ads Manager. Yes, it takes time, but it pays off.
And here’s something you should know: a lot of businesses use both. They’ll boost posts for awareness and engagement, then run ads for conversions. It’s not either/or.
In a Nutshell
Let’s be real—Facebook doesn’t make this easy. They love dangling that boost button in front of you because it’s simple and it makes them money. Ads Manager? That’s where the serious players hang out.
If you’re serious about growth, you’ll eventually have to dive into Ads Manager. But don’t beat yourself up if you’re not there yet. Boosts have their place. They’re quick, cheap, and they work for certain goals.
At the end of the day, ask yourself: Am I just looking for attention on a post? Or do I want actual business results? That answer tells you where to put your money.