Facebook Ads Manager VS Boosted Posts – Difference and Use Cases

Facebook offers two primary tools for businesses to promote their content: Facebook Ads Manager and Boosted Posts. While both serve the purpose of increasing visibility and engagement, they have distinct differences and are suited for different marketing objectives. Let’s delve deeper into each and explore their use cases.

Facebook Ads Manager

Facebook Ads Manager is a tool provided by Facebook for businesses and advertisers to create, manage, and optimize their advertising campaigns across Facebook, Instagram, Messenger, and Audience Network. It offers a comprehensive platform where advertisers can set up ad campaigns, define target audiences, choose ad placements, allocate budgets, and track performance metrics.

Key Features and Benefits:

  • Advanced Targeting: Ads Manager offers precise targeting options based on demographics, interests, behaviors, and more. This allows businesses to reach highly specific audiences tailored to their products or services.
  • Customization: Users have full control over ad formats, placements, and objectives, allowing for highly tailored campaigns suited to different marketing goals.
  • Budget Optimization: Ads Manager provides budgeting tools and bidding strategies to maximize the effectiveness of ad spend and achieve desired outcomes.
  • Performance Tracking: Detailed analytics and reporting features enable businesses to monitor campaign performance in real-time, identify areas for improvement, and optimize strategies accordingly.

Boosted Posts

Boosted Posts are a simplified advertising option offered directly within Facebook’s interface, allowing businesses to promote their organic content to a wider audience. This feature is accessible to anyone with a Facebook Page and is designed for quick and easy promotion without the need for extensive targeting options.

Key Features and Benefits

  • Simplicity: Boosted Posts offer a straightforward interface, making it easy for businesses to promote their existing organic content with just a few clicks.
  • Audience Expansion: While lacking the advanced targeting options of Ads Manager, Boosted Posts still enable businesses to expand their reach beyond their current followers.
  • Engagement Boost: By increasing the visibility of organic posts, businesses can generate more likes, comments, and shares, enhancing overall engagement with their content.
  • Cost-Effective: Boosted Posts are often more budget-friendly compared to complex Ads Manager campaigns, making them suitable for businesses with limited resources.

Comparing Boosted Posts and Ads Manager

First off, they are both Ads because they require a budget to be shared with a wider audience. However, there are certain advantages in Ad manager that Boosted posts cannot achieve.

  Boosted Post Ads Manager
Ad Placements FB/Instagram Feed FB/Instagram Feed, Reels, FB Side ads, Messenger ads, FB/Instagram Stories, Facebook Instant Articles, etc
Ad Objectives Website clicks, Page engagement and local business promotions Website clicks, Awareness, Traffic, Engagement, Leads, App Promotion, and Sales
Creatives Looks like regular posts Add CTA button, Create carousel ads, add specific descriptions that will drive more of your audience to take action, etc.
Targeting Location, interests, age and gender Location, Interests, age and gender, Overlapping audience types, lookalike audiences, Retargeting audiences


Choosing the Right Strategy

When deciding between Facebook Ads Manager and Boosted Posts, it’s essential for businesses to consider their specific social media marketing goals, budget, and target audience. 

Consider Boosted Posts If You Want To:

  • Grow your following
  • Develop brand awareness with a new audience
  • Increase audience engagement on your Facebook page
  • Improve visibility on your best posts
  • Host promotions or giveaways
  • Get more website clicks


Consider Facebook Ads If You Want To:

  • Convert website visitors
  • Generate leads
  • Drive traffic to your store
  • Get orders for your store
  • Have your videos seen by more individuals



Both Facebook Ads Manager and Boosted Posts serve as valuable tools for businesses aiming to leverage the platform’s vast user base for marketing purposes. By understanding the differences and considering their respective use cases, businesses can choose the right strategy to achieve their marketing objectives effectively. Whether it’s driving sales, increasing brand awareness, or fostering community engagement, Facebook offers versatile solutions to suit diverse marketing needs.

SW Marketing and Consulting specializes in providing comprehensive insights into Facebook Ads Manager versus Boosted Posts, empowering you to make informed decisions and maximize your advertising ROI on the platform.

Published by

Jessica Jordan

Jessica, President and CEO of SW Marketing and Consulting. Graduated from the University of Phoenix with a Bachelor of Science in Business Marketing and a master of Business Administration. Fluent in English, Spanish, French and Portuguese, has paved ways through her career in the Marketing field.

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