Marketers everywhere are debating the same thing: should the bulk of their ad spend in 2025 and 2026 go toward Facebook Ads or TikTok Ads?
Both platforms can drive results, but the way they work — and the audiences they attract — differ in ways that matter when budgets are tight. If you’re weighing cost, performance, and creative fit, here’s how the two stack up.
Facebook Ads: The Veteran Powerhouse
Facebook Ads remain the most established paid social channel. With billions of users across Facebook, Instagram, and Messenger, Meta offers unmatched scale and precision.
Why brands still lean on Facebook Ads:
-
Targeting depth: Interest layers, demographic filters, retargeting pools, and lookalike audiences give advertisers advanced control.
-
Cross-platform reach: A single campaign can span Facebook, Instagram, Messenger, and the Audience Network.
-
Predictable performance: Years of optimization data help advertisers forecast results with more accuracy than on newer platforms.
Performance benchmarks in recent years:
-
CPMs (cost per 1,000 impressions) often range from $10–$15 depending on industry.
-
CPCs (cost per click) typically average $0.50–$1.00, though high-intent niches can be more expensive.
-
CTRs (click-through rates) usually hover around 1%, reflecting the maturity of the platform.
For e-commerce stores, SaaS brands, or B2B companies, Facebook Ads shine at retargeting and direct response campaigns. That said, competition is steep and costs have climbed steadily. Creative burnout is also common — which means ads need constant refreshing to maintain performance.
If you want a deeper dive into the basics of targeting, check out our guide on Facebook Ad Targeting 101: How to Reach the Right Audience.
TikTok Ads: The Challenger with Explosive Reach
TikTok has quickly gone from “the Gen Z app” to a global force with over a billion monthly users. It thrives on vertical video and user-generated content, creating a high-engagement environment.
Why advertisers flock to TikTok Ads:
-
Native-style engagement: Ads can look and feel like regular content in the For You feed.
-
Lower costs — for now: CPMs often range from $5–$10, while CPCs are frequently $0.20–$0.50, making testing cheaper.
-
Younger demographics: Roughly 60% of TikTok’s users are under 30, a key segment for brands targeting long-term loyalty.
Performance benchmarks:
-
CTRs can climb to 3%+, especially for ads that lean into trends or influencer collaborations.
-
Conversion rates vary, but creative-first campaigns often outperform polished but static ads.
For lifestyle, fashion, beauty, or entertainment brands, TikTok delivers rapid exposure. But advertisers face trade-offs: targeting is less sophisticated than Meta’s, and conversion tracking can feel inconsistent compared to Facebook’s established infrastructure.
If you like TikTok’s short-video style, you might also explore how to use Instagram Reels in your marketing strategy.
Which Platform Delivers Better ROI in 2025/2026?
The “better” option depends on your goals.
-
For conversions and predictable scaling: Facebook Ads remain the leader thanks to superior targeting, attribution, and cross-platform reach.
-
For awareness and brand growth: TikTok Ads can deliver outsized engagement at lower costs, especially if your product resonates with younger audiences.
But why choose just one? Many advertisers are finding success by pairing them. TikTok builds top-of-funnel awareness with authentic, trend-based content, while Facebook closes the loop by retargeting those same audiences and driving final conversions.
Even on Facebook, conversions can stall — here are some proven ways to fix it: Facebook Ads Not Converting.
Practical Tips for Allocating Budget
Figuring out how much money to put into Facebook Ads and TikTok Ads isn’t always easy. Each platform has its own strengths, and the best mix often depends on your business and your goals. The good news is, you don’t have to pick just one. Start small, test what works, and then increase your spend where you see results.
Here are some tips to guide you in 2025/2026:
-
Start small, then grow: Try putting 15–20% of your budget into TikTok while keeping most of it on Facebook. Once you see good results, you can scale up.
-
Think about your industry: An online fashion store might split 50/50, while a B2B software company may keep 80% or more on Facebook.
-
Match the creative to the platform: TikTok works best with short, natural videos. Facebook does better with polished images, carousels, and explainer videos.
-
Watch more than clicks: Don’t only focus on CPCs. Pay attention to sales, return on ad spend, and customer lifetime value.
-
Combine both platforms: Use TikTok to get attention, then retarget those same people on Facebook to close the sale.
The key is to stay flexible. Don’t lock yourself into one approach — keep testing and adjusting based on the numbers you see.
When you treat your budget as something you can shift and optimize, you’ll get the best of both platforms. Facebook gives you reliable targeting and conversions, while TikTok brings fresh energy and awareness. Together, they can make a powerful mix for your business.
Final Takeaway
In 2025 and 2026, Facebook Ads remain the steady, reliable performer. TikTok Ads, meanwhile, offer fertile ground for growth — if you’re willing to experiment with creativity and lean into the culture of the platform.
The smartest strategy isn’t to ask which one is better. It’s to figure out how each platform can complement the other inside your funnel. That’s where advertisers will see the strongest ROI.
