Boosting Posts vs. Running Ads: What’s the Difference and Which One is Best for Your Business?

If you've ever wondered whether you should boost a post or run an ad on Facebook and Instagram, you’re not alone. Many photographers and small business owners assume they’re the same thing—but they’re not.

Boosting a post is a quick and simple way to increase the visibility of a social media post, while running an ad gives you much more control, better targeting, and stronger results.

So, which one should you use? Let’s break down the key differences, when to use each, and the different types of ads you can run.

What is Boosting a Post?

Boosting a post is Facebook’s and Instagram’s easiest ad option. When you publish a post on your page, you’ll see a blue “Boost Post” button. Clicking it allows you to quickly put money behind the post to reach more people.

Pros of Boosting a Post:

✔ Easy to set up—takes just a few clicks
✔ Increases engagement (likes, comments, and shares)
✔ Great for brand awareness

Cons of Boosting a Post:

❌ Limited targeting options compared to full ad campaigns
❌ Not designed for conversions (leads, bookings, or website visits)
❌ Less control over where your money goes

When Should You Boost a Post?

• If you want to increase engagement on a popular post (especially a client testimonial or portfolio highlight).

• If you want to stay visible to your audience without spending much time on ads.

• If you need a quick, easy way to expand reach but don’t necessarily need leads or bookings from the post.

🚨 Pro Tip: Boosting a post doesn’t guarantee bookings or inquiries—it mostly just gets your post in front of more people. If your goal is to get more leads, you’ll need a strategic ad campaign.

What Are Facebook & Instagram Ads?

Running an ad through Meta Ads Manager is a more advanced advertising option. It gives you complete control over who sees your ad, what results you’re optimizing for, and how your money is spent.

Unlike boosted posts, ads allow you to:
✔ Target a highly specific audience (engaged couples, local businesses, past website visitors, etc.).
✔ Choose different ad placements (Stories, Feed, Messenger, Reels, etc.).
✔ Optimize for conversions like website clicks, lead generation, and bookings.

Types of Facebook & Instagram Ads for Photographers

1. Engagement Ads

📌 Purpose: Get more likes, comments, and shares on a post.
💡 Best for: Increasing social proof and visibility of an important post (such as a viral reel or testimonial).

2. Website Traffic Ads

📌 Purpose: Send potential clients to your website.
💡 Best for: Showcasing your portfolio, blog posts, or pricing guide.

3. Lead Generation Ads

📌 Purpose: Capture inquiries without needing a website.
💡 Best for: Collecting email addresses through a built-in Meta form (great for lead magnets or wedding guides).

4. Conversion Ads

📌 Purpose: Drive specific actions on your website (like filling out a contact form).
💡 Best for: Photographers who want more bookings and inquiries.

5. Retargeting Ads

📌 Purpose: Show ads to people who have already interacted with you (visited your website, engaged with your content, or joined your email list).
💡 Best for: Converting warm leads who need a little nudge to book.

🚨 Pro Tip: Retargeting ads are one of the most powerful ways to increase bookings because you’re advertising to people who already know you!

Boosting a Post vs. Running an Ad: Which One Should You Choose?

FeatureBoosted PostAds ManagerTargeting OptionsLimited (basic interests & location)Advanced (custom audiences, retargeting, etc.)Goal FlexibilityMainly for engagementMultiple objectives (bookings, lead generation, website traffic, etc.)Ad PlacementsLimited (mostly News Feed & Instagram Feed)Multiple (Stories, Messenger, Reels, etc.)Budget ControlLess controlFull control over spending & optimizationTracking & AnalyticsBasic metricsAdvanced reporting & data

🚨 Bottom Line:
Boosting a post is best for visibility & engagement. Running an ad is best for getting leads, bookings, and real results.

Final Thoughts: When to Boost vs. When to Run an Ad

✅ Boost a post if you:

• Want to get more likes, comments, and shares.

• Want to increase brand awareness without worrying about conversions.

• Have a post that’s already performing well and want to expand its reach.

🚀 Run an ad if you:

• Want to generate leads & bookings.

• Want full control over targeting, ad placements, and budget.

• Need to optimize for website traffic, conversions, or direct inquiries.

If you’re serious about getting more inquiries & bookings, investing in a well-structured ad campaign through Meta Ads Manager will give you better results than simply boosting posts.

📩 Want help running effective ads for your photography business? Contact us today to learn how we can help you book more clients with high-converting ad campaigns.