Stop choosing between Team Blue and Team Pink. Learn how running Facebook and Instagram ads together leverages the Meta algorithm to reduce costs and maximize ROI across the entire ecosystem.
One of the most common questions we get from advertisers is: "Should I run my ads on Facebook or Instagram?"
They treat it like a choice. Like you have to pick a team. Are you Team Blue (Facebook) or Team Pink (Instagram)?
In 2026, this is the wrong way to think.
You shouldn't be choosing between them. You should be running facebook and instagram ads together. Why? Because the algorithms beat humans at media buying when they have the freedom to hunt for buyers wherever they are.
In this guide, we will explain the mechanics of cross-platform advertising. We will break down the facebook and instagram ads cost implications, and show you why "Manual Placements" might be killing your ROI.
We often forget that Facebook and Instagram are the same company. They share the same backend, the same data, and the same ad auction.
When you run an ad, you aren't renting space on a specific website. You are renting access to a User ID.
Let's say your ideal customer is "Sarah."
Sarah checks Instagram Stories at 8:00 AM.
Sarah checks Facebook Groups at 12:00 PM.
Sarah scrolls Instagram Reels at 8:00 PM.
If you only run ads on Instagram, you miss Sarah at 12:00 PM. If you only run ads on Facebook, you miss her in the morning and evening.
By running them together, you give the algorithm the flexibility to show the ad to Sarah at the cheapest, most effective moment, regardless of which app she is currently using.
Many advertisers try to be "smart." They create one Ad Set for Facebook and another Ad Set for Instagram. This is called "Platform Splitting."
They think: "I want to see which one performs better."
Here is why this is a mistake.
You are splitting your data. Instead of one Ad Set with 50 conversions (which optimizes fast and exits the Learning Phase), you have two Ad Sets with 25 conversions each (which optimize slow and stay in Learning Phase).
You are doubling the time it takes for the AI to get smart. This fragmentation is the opposite of how to structure your Facebook ad account for predictable growth.
When you restrict placements (e.g., "Instagram Only"), you are artificially limiting the inventory supply. You are telling Facebook: "I only want to buy this expensive real estate." Lower supply = higher price.
By enabling Advantage+, you open up cheaper inventory (like Facebook Right Column or Audience Network). While these placements are less "sexy," they often convert very cheaply.
By using Advantage+ Placements (formerly Automatic Placements), you tell Meta: "Here is my budget. Put the ad wherever it is cheapest to get a conversion right now."
If Instagram CPMs spike on Black Friday, the algorithm automatically shifts spend to Facebook Feed to keep your CPA stable. If you force Instagram placement, you eat the cost spike.
Data shows that running Facebook and Instagram ads together typically lowers your CPA by 20-30%.
The biggest challenge of running facebook and instagram ads together is the creative format. A square video looks terrible on Reels. A vertical video gets cropped on Facebook Desktop.
You do not need separate Ad Sets for different creative sizes. In the Ad Level, you can upload a single ad but "customize by placement."
Step-by-Step:
Upload your "Main" asset (usually 1:1 Square or 4:5 Vertical). This covers the Feed.
Look for the "Placements" section in the Ad setup.
Click the pencil icon next to "Stories and Reels."
Click "Change" and upload your 9:16 Full Screen version.
Why this is critical:
If you run a square video on Reels, Facebook fills the empty space with an ugly color gradient. It screams "I am an ad." Users swipe past it. By uploading the native 9:16 version, you take up the full screen, increasing immersion and watch time.
This way, you get the efficiency of a single Ad Set (consolidated data), but the aesthetic perfection of native formats on both platforms.
When designing for both platforms, you must respect the "Safe Zones." On Instagram Reels, the bottom 20% is covered by the caption and account name. On Facebook Feed, the right side might be covered by engagement buttons.
If you put your text overlay or subtitles at the very bottom of the screen, they will be unreadable on Instagram. Always keep your key visual elements in the center "Safe Zone" (usually the middle 1080x1350 pixels) to ensure they look good everywhere.
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A common myth is that running on both platforms doubles your facebook and instagram ads cost.
False.
You set the budget at the Campaign or Ad Set level. If you set a budget of $50/day, Meta will spend $50/day total.
It might spend $30 on Instagram and $20 on Facebook one day. The next day, it might spend $10 on Instagram and $40 on Facebook.
It dynamically allocates your money to the highest-performing platform in real-time. This efficiency is crucial when you optimize for Cost Per Acquisition rather than vanity metrics.
If you separate them manually, you force the spend. You might force $25 into Facebook even if Facebook is having a bad day. By combining them, you protect your budget from platform-specific volatility.
Are there any exceptions? Yes, a few.
Sometimes user behavior differs wildly between platforms for mobile games.
If you have a very specific "Twitter-style" text meme, it might crush on Facebook but look weird on Instagram. In this case, you might run a "Facebook Only" ad set for that specific creative.
If you only have square images, maybe avoid Stories/Reels placements until you can make vertical ones. (Though Meta's AI can now auto-expand images reasonably well).
The era of "Facebook vs. Instagram" is over.
They are two sides of the same coin. Your customers use both. Your ads should be on both.
Stop trying to outsmart the placement algorithm. Focus on making great creative that stops the scroll, and let the machine decide where to show it.
Tired of resizing videos for every placement? Crush helps you deploy multi-format campaigns in seconds.
Common questions about this topic
Albertas is the Co-Founder and CMO of TryCrush.ai, bringing elite-level performance marketing expertise to the platform. With over $50M+ in combined Facebook and TikTok ad spend, Albertas has launched and scaled dozens of projects from zero, driven by a deep obsession with data and experimentation. He has trained 20+ media buyers, consulted 100+ companies, and is widely recognized as one of Europe’s early TikTok pioneers—likely the first to scale campaigns beyond $100K per day. Today, he also teaches advertising strategy at two colleges, shaping the next generation of media buyers.
AI Ad Manager trained by world-class media buyers to generate your creatives and optimize your ads 24/7.
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