Facebook Ads vs Instagram Ads: What’s Better for UK Brands?
- Tom Griffiths
- 3 days ago
- 7 min read
Facebook delivers superior results for: Cost-effective conversions (£0.77 CPC vs £1.09), comprehensive demographic reach, precise targeting capabilities, and direct-response campaigns
Instagram excels particularly in: Visual storytelling, Gen Z engagement, product discovery, and lifestyle brand development
The performance data is clear: Facebook offers 42% lower cost-per-click and 57% higher click-through rates than Instagram
Surprising insight: Millennials now outspend Gen Z across all platforms, increasing spending by 36% year-over-year
UK market reality: 21% of consumers begin product searches on social media, yet only 7% complete purchases there
Strategic approach: Most successful brands utilise both platforms, typically starting with 60/40 allocation based on primary demographics
Industry performance: Home & Garden achieves the highest ROAS (3.86) on Facebook, whilst fashion sees 12% higher order values on Instagram
Professional consideration: Complex attribution and cross-platform strategies often require specialist expertise to implement effectively
Understanding Platform Demographics and User Behaviour
So you're trying to figure out Facebook Ads vs Instagram Ads, right? I get this question constantly, and honestly, it's become way trickier than it used to be. Meta's pulling in over £7.7 billion from UK businesses alone in 2023, that's serious money. Get this decision wrong and you'll feel it in your budget, trust me.
Here's what most people don't realise, they're still choosing based on gut feeling rather than actual data. I see this all the time with new clients. Facebook's got 3.065 billion users globally, Instagram's at 2 billion but much younger crowd. But here's where it gets interesting, UK shopping patterns are completely flipping everything we thought we knew.
Millennials are now the fastest-growing group for social commerce, up 36% year-over-year. They're outspending Gen Z everywhere: 21 TikTok purchases vs Gen Z's 20, 20 Facebook purchases vs 14, 19 Instagram vs 18. Look, most marketers are still obsessing over Gen Z, but there's actually a stronger case for targeting Millennials, they've got the spending power. Facebook's become where millennials, Gen X, and Baby Boomers go for customer service, which creates multiple touchpoints beyond advertising.
Instagram's where 61% of users discover their next purchase though. If you're targeting UK consumers, understanding these patterns isn't optional - it's make or break for your campaigns.
Cost Efficiency Analysis: Where Your Budget Goes Further
Alright, let's talk numbers. WordStream looked at nearly 3,000 campaigns in 2024, and when I show clients these results, their jaws drop. The cost differences between Facebook and Instagram are way more dramatic than people expect.
Metric | Difference | ||
Average CPC | £0.77 | £1.09 | 42% higher on Instagram |
Click-Through Rate | 1.57% | 0.68% | 57% lower on Instagram |
Average CPM | £7.12 | £10.81 | 52% higher on Instagram |
Conversion Rate | 8.78% | 1.08% | 87% lower on Instagram |
Facebook's averaging £0.77 CPC, actually improved from £0.83 last year. Click-through rates at 1.57%, conversions hitting 8.78% for lead campaigns. Instagram? Completely different story: £1.09 CPC, 0.68% CTR, 1.08% conversions. That's a massive gap.
Now, if you're purely after direct conversions, Facebook wins every time. But what we tell clients is that Instagram's higher costs can actually deliver better engagement quality for visual brands. It's not always about the cheapest clicks, though that's where most people start.
Facebook vs Instagram: UK Shopping Behaviour Insights
This is where it gets really interesting. UK shoppers behave quite differently from the global patterns everyone quotes. 21% start their product research on social media, but only 7% actually buy there. That's a huge gap, and honestly, most businesses have no idea this opportunity even exists.
What we've learned from our client work is understanding that 47% of UK consumers shop on social monthly, with 20% shopping weekly. The generational behaviour varies more than you'd expect though. Gen Z gets all the attention, but they've got less spending power than Millennials, who combine higher income with more frequent purchases.
For businesses around Bournemouth and Dorset, and we work with quite a few down there, these regional patterns really matter. Local shopping habits, seasonal changes, even regional preferences can completely change which platform works better for you. You can't just copy what works in London and expect the same results.
Facebook Ads vs Instagram Ads: Industry Performance Comparison
Triple Whale looked at 30,000 ecommerce brands - their findings for this Meta ads comparison are genuinely useful for guiding platform choice. The performance variations across sectors are quite dramatic, and understanding these patterns can save you considerable time and budget mistakes.
Industry | Facebook ROAS | Instagram Performance | Best Platform |
Home & Garden | 3.86 | Lower engagement | |
Electronics | 3.67 | Limited visual appeal | |
Fashion & Apparel | 3.65 | 12% higher AOV with carousels | Both platforms |
Beauty | 2.31 | 25-30% incremental sales with tags | Instagram edge |
Lifestyle Brands | Varies | 15% higher engagement rates |
Home & Garden performs exceptionally well on Facebook with 3.86 ROAS - these sectors benefit enormously from Facebook's detailed targeting and longer consideration cycles. Instagram tells a completely different story. Fashion brands report 12% higher average order values with carousel ads, whilst beauty brands see 25-30% incremental sales when product tags get added to Stories. There's clearly a pattern emerging here based on visual appeal and purchase behaviour.
Strategic Budget Allocation Framework
Successful ecommerce brands don't just scatter money around hoping for the best. The Facebook Ads vs Instagram Ads allocation depends significantly on your business objectives and who you're trying to reach. We've seen this pattern across many clients over the years.
Business Objective | Facebook % | Instagram % | Rationale |
Customer Acquisition | 70% | 30% | Lower CPC, higher conversion rates |
Gen Z/Discovery Focus | 40% | 60% | Higher engagement, product discovery |
High-AOV Products | 75% | 25% | Detailed targeting, lower retargeting costs |
Brand Launch/Lifestyle | 30% | 70% | Visual storytelling, influencer integration |
Quick Decision Framework:
Choose Facebook if you need: Lower cost per conversion (£0.77 vs £1.09 CPC)- Detailed demographic and behavioural targeting- Direct-response campaigns with immediate sales focus- Broader age range including 35+ demographics
Choose Instagram if you prioritise: Visual product discovery and brand awareness, Gen Z and younger Millennial engagement- High-quality visual content and lifestyle branding- Shopping features and product tagging
The key is testing these ratios systematically rather than assuming industry benchmarks apply to your situation. What we've learned from our client work is starting with these guidelines, then adjusting based on your specific performance data. ROI-driven marketing requires this kind of systematic approach, you simply can't guess your way to success.
Platform-Specific Advantages and Creative Strategies
Facebook offers targeting you simply can't get anywhere else, life events, detailed behavioural targeting, comprehensive demographic filters. The platform's Advantage+ automatically expands audiences when Meta spots better opportunities. Quite sophisticated stuff, actually. Facebook also gives you extensive placement options across News Feed, Marketplace, Messenger, Stories, and Reels. 40% of users actively shop on Marketplace, which is excellent if you know how to leverage it effectively.
Instagram Shopping leads social commerce innovation with seamless product tagging across Posts, Stories, and Reels. The platform's particularly strong at authentic influencer partnerships, 72% of Gen Z users turn to Instagram for customer service. For brands relying on visual storytelling, Instagram's format naturally showcases products in aspirational contexts.
Here's what we tell clients about creative strategy, when comparing Facebook advertising vs Instagram advertising, this becomes absolutely crucial. Facebook works best with longer-form video content and educational material. Instagram demands authentic, lifestyle-focused content with subtle product integration. Using identical creative across platforms reduces effectiveness by quite a margin. Actually, modern paid social media strategies need this authentic approach to work effectively at all.
Common Mistakes and Performance Measurement
Several mistakes consistently trip up social advertising performance, and we see these repeatedly across different business types. Demographic misalignment tops the list, many brands default to Instagram assuming younger audiences whilst completely ignoring Millennials' increased spending power. Creative format confusion is another big one, using identical creative across platforms because it seems easier, though this approach rarely works well in our experience.
Cross-platform attribution poses ongoing challenges because users often discover on Instagram but convert on Facebook. When measuring Facebook ads vs Instagram ads ROI, you need cross-platform attribution models that understand full customer journeys. Between you and me, professional attribution modeling becomes essential - most businesses are essentially flying blind without it.
Performance Metric | Winner | ||
Cost per Click | £0.77 | £1.09 | |
Click-Through Rate | 1.57% | 0.68% | |
Conversion Rate | 8.78% | 1.08% | |
Product Discovery | 40% shop on Marketplace | 61% discover products | |
18-24 Demographics | Lower % | 31.7% |
Future-Proofing Your Social Advertising Strategy
Several trends will reshape social advertising effectiveness heading into 2025, and frankly, most businesses aren't prepared for what's coming. For businesses wondering about Facebook vs Instagram advertising costs in 2025, AI integration continues advancing with Meta's machine learning becoming more sophisticated. But here's the thing, these tools need proper setup and ongoing refinement to actually deliver results.
Privacy and measurement adaptation keeps evolving, with first-party data collection becoming increasingly crucial. UK businesses investing early in proper tracking infrastructure will have significant advantages over competitors. The complexity often justifies working with specialists who understand the technical nuances of the British market.
Ready to Maximise Your Social Advertising Results?
The choice between Facebook and Instagram ads isn't binary, it's about creating strategies that leverage each platform's unique strengths. When businesses ask us about Facebook Ads vs Instagram Ads, we explain that successful ecommerce brands treat these platforms as complementary parts of comprehensive advertising ecosystems.
At Lucky Penny, our collaborative approach helps UK businesses navigate these decisions. Our transparent methodology ensures you understand exactly how campaigns perform across both platforms. Our hand-picked specialists implement sophisticated attribution models and provide ongoing optimisation that turns social advertising into genuine growth drivers.
Ready to create social advertising campaigns that actually deliver results? Get in touch with our team and let's discuss how we can help your business make every click count across Facebook, Instagram, and beyond.
Stay Classy!
Tom Griffiths
Frequently Asked Questions
Which platform delivers better ROI for UK ecommerce businesses? Facebook typically delivers better direct ROI with average CPC of £0.77 versus Instagram's £1.09, and conversion rates of 8.78% versus 1.08%. However, Instagram excels at product discovery and brand building. The optimal approach combines both platforms strategically.
Should I use the same creative content on both Facebook and Instagram? No, using identical creative reduces effectiveness by up to 28%. Facebook performs better with text-friendly, educational content and clear CTAs, whilst Instagram favours authentic, lifestyle-focused visuals with subtle product integration.
How should I split my budget between Facebook and Instagram ads? Budget allocation depends on your objectives: customer acquisition typically favours 70% Facebook/30% Instagram due to lower costs and higher conversion rates. Gen Z targeting often reverses this to 40% Facebook/60% Instagram.
What targeting options work best for UK businesses on each platform? Facebook offers superior granular targeting including life events and detailed behavioural data. Instagram excels at interest-based targeting and lookalike audiences. Both platforms benefit from Custom Audiences built from first-party data.
Which industries perform better on Instagram versus Facebook? Facebook dominates for Home & Garden (3.86 ROAS), Electronics (3.67 ROAS), and direct-response sectors. Instagram excels for Fashion (12% higher AOV), Beauty (25-30% incremental sales), and visual lifestyle brands.