If you’re running paid ads and still treating Facebook and Instagram like they’re interchangeable, you’re leaving serious money on the table. The Facebook vs Instagram ads debate isn’t just noise—it’s the difference between wasted spend and ROI that scales. You already know both platforms work.
What you don’t need is another vague blog post telling you to “know your audience” and “use eye-catching visuals.” You need strategy. Data. Clarity on where your next customer is scrolling and why they’re clicking. Because if you’re in Singapore, where attention is expensive and CPMs are rising, guessing isn’t a growth plan.
This is where you get the straight-up breakdown: what works, what doesn’t, and how to choose the right platform based on hard performance, not gut feel.
Key Takeaways
- Facebook excels at lead generation and retargeting, with stronger performance amongst older demographics, lower CPCs, and higher ROAS for B2B and service-based campaigns
- Instagram dominates top-of-funnel engagement, especially with younger audiences and visual-first brands in ecommerce, fashion, F&B, and lifestyle sectors
- Creative format matters as much as platform. Use educational videos and carousels on Facebook, and lean into Reels, Stories, and swipe-friendly visuals on Instagram
- Performance metrics like CTR, conversion rates, and ROAS differ by platform, so optimise based on campaign goals rather than cost alone
- Successful campaigns in Singapore show that tailoring strategy by platform (not copying and pasting across both) delivers significantly stronger results
What You Need to Know About Running Ads in Singapore
If you’re advertising in Singapore and treating Facebook and Instagram as one-size-fits-all, you’re already behind. This isn’t a trendy debate—it’s a strategic decision that can make or break your digital marketing ROI. Let’s start with this: Singaporeans are amongst the most active social media users in the world, with 5.13 million active social media user identities in Singapore as of January 2024 according to DataReportal.
When it comes to social media advertising in Singapore, Facebook and Instagram dominate ad spend—because that’s where the attention is. But attention behaves differently across platforms.
Understanding those nuances isn’t optional if you’re serious about growth. Facebook is still king for broad targeting and lead generation, especially in B2B or high-consideration products. It’s a powerhouse for detailed audience segmentation, retargeting, and data-rich optimisation.
Instagram, on the other hand, is built for impulse action: visual storytelling, product discovery, and native engagement. Think ecommerce, F&B, and fashion. Each platform plays a different role in your customer’s buying journey.
Suppose you want to stop wasting ad dollars and start scaling what actually works. In that case, you need to dig into the differences—not just demographics, but buying intent, content performance, and campaign mechanics. Because when you understand the distinction, you stop guessing and start optimising. It’s not about choosing one. It’s about using both intentionally.
Audience Demographics and Behaviour
If you’re not matching your ad strategy to the actual people using each platform, you’re burning budget on the wrong eyeballs. Understanding audience demographics isn’t just helpful—it’s non-negotiable. You can’t run effective campaigns without knowing who you’re speaking to, how they engage, and what drives them to act.
Why Audience Demographics Should Dictate Your Spend
Let’s start with the basics: Facebook in Singapore skews older, whilst Instagram attracts a younger, more visual-first crowd. That one insight alone should reshape how you frame creatives, select formats, and build funnels. The largest social networks in Singapore are the Meta group’s apps, namely WhatsApp, Facebook, and Instagram, making platform selection crucial for ad success.
Here’s what the data actually means for you:
- Selling high-ticket services? B2B lead gen? Facebook’s richer data targeting and older user base offer better conversion opportunities
- Launching a fashion label, fitness app, or F&B campaign? Instagram wins with younger, visual-first users and impulse buying behaviour
Real-World Example
ShopBack, a cashback platform born in Singapore, leans into Instagram for promo-based Reels and Stories that target deal-hunting millennials. Meanwhile, they use Facebook for long-form video explainers and carousel ads aimed at working professionals. That split funnel plays to each platform’s behavioural strengths—maximising awareness and conversion.
Audience Demographics of Facebook and Instagram Ads in Singapore
| Demographic Factor | Facebook Ads | Instagram Ads |
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You don’t pick platforms based on popularity. You choose based on precision—who you’re targeting, what they care about, and how they scroll. Get that wrong, and even the best creative won’t save you. Get it right, and your CPM drops whilst your ROI climbs.
Advertising Costs and Budget Considerations
Image Credit: AdRoll
If you’re not aligning your budget to platform-specific cost dynamics, you’re not running a strategy—you’re placing bets. It’s not just about creative or audience. It’s about understanding cost per action, and planning ad spend where it actually delivers results.
The Real Numbers Behind the Spend
Across Singapore, Facebook tends to be more cost-efficient on a per-click basis, whilst Instagram often carries a premium, especially for visually rich formats like Stories and Reels. But it’s not just about CPC or CPM—it’s about how those costs translate into conversions.
Asian countries like Japan, Korea, and Singapore showcase CPM rates ranging from $7.09 to $8.66, with these developed economies experiencing higher costs due to significant advertiser presence.
Here’s what the 2024 local benchmarks tell us:
- Average CPC on Facebook in Singapore: SGD $0.55 – $0.80
- Average CPC on Instagram: SGD $0.85 – $1.10
- Average CPM (cost per 1,000 impressions):
- Facebook: SGD $7.50 – $9.00
- Instagram: SGD $9.50 – $12.00
The average CPL for Facebook ads in November 2024 was $6.49, making it particularly effective for lead generation campaigns.
Cost Comparison: Facebook vs Instagram Ads in Singapore
| Metric | Facebook Ads (SGD) | Instagram Ads (SGD) |
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Budgeting Smarter, Not Bigger
If your goal is lead generation, Facebook generally delivers a stronger return due to its lower CPCs and richer targeting options. If you’re investing in brand building or product discovery, Instagram’s visual-first environment justifies the higher spend—if your creatives are strong.
Here’s the takeaway: don’t just look at costs—track outcomes. Budgeting isn’t about choosing the cheaper platform; it’s about aligning spend to the buyer journey, campaign goals, and actual platform strengths.
Ad Formats and Creative Strategies That Drive Results
Here’s the truth most marketers ignore: the format is the strategy. It’s not just about who sees your ads—it’s about how they experience them. If you’re using the same creative across both platforms, you’re leaving attention, engagement, and conversions on the table. Let’s break this down by format and function because each ad type performs differently depending on your business objective.
Facebook vs Instagram Ad Formats: What Works Best for What
| Ad Format | Facebook Strengths | Instagram Strengths | Best For |
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Creative Strategies for Facebook and Instagram Ads
- Lead with Native Behaviour: People browse differently on Facebook vs Instagram. Facebook users are more willing to read captions, watch longer videos, and engage in comments. Instagram users? They swipe, tap, and scroll fast—your content has milliseconds to hook.
- Strategy: Use explainer videos and carousel how-tos on Facebook. On Instagram, go straight to high-impact visuals or short-form Reels with bold CTAs.
- Match the Platform’s Creative Culture: Instagram is visually aspirational. Facebook is context-driven. Don’t post a polished photoshoot ad meant for Instagram into a Facebook feed where a casual UGC-style video performs better.
- Case in point: Skin Inc, a Singapore-based skincare brand, runs UGC testimonial-style videos on Facebook that boost trust and conversions. Meanwhile, they use aesthetic-led Stories and Reels on Instagram to drive ecommerce clicks.
- Design for Silence: Across both platforms, 85% of videos are watched without sound. Subtitles aren’t optional, they’re non-negotiable; especially if you’re targeting mobile-first Singaporean users. Format isn’t a filler; it’s the trigger for action. Choose your creatives based on platform-native behaviours, not internal brand preferences.
Test ruthlessly. Optimise based on engagement, not aesthetics. Because the right message in the wrong format? Still gets ignored.
Performance Metrics and Analytics That Actually Matter
If you’re not measuring performance beyond likes and impressions, you’re not advertising, you’re donating. Understanding how to read the numbers is just as important as the ad creative itself. Click-through rates (CTR), conversion rates, and return on ad spend (ROAS) aren’t just vanity metrics—they’re your roadmap to ROI.
CTR, Conversion, and ROAS: The Metrics That Move the Needle
Let’s get straight to the benchmarks. Based on 2024 regional performance data:
| Metric | Facebook Ads (SG Avg) | Instagram Ads (SG Avg) |
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So, what does this mean for your ad strategy?
- Facebook tends to outperform on CTR and conversion when you’re driving traffic to a landing page, especially for lead generation or service-based businesses
- Instagram excels in discovery and top-funnel engagement, but you’ll often see a drop-off unless your offer is visually compelling and purchase-ready
Interpreting and Optimising: Don’t Just Track—Act
Here’s how to turn raw data into strategy:
- Low CTR? You’re either targeting the wrong audience or running boring creatives. A/B test different headlines and formats—especially in the first 3 seconds
- Great CTR, weak conversion? That’s a funnel problem. Align your ad promise with what’s on the landing page. Instagram campaigns suffer here more often due to impulse-led clicks
- ROAS under 2x? Time to refine targeting or move your budget. For many Singapore-based advertisers, Facebook often delivers better ROAS on retargeting campaigns due to broader demographic reach
Pro Tip: Use Meta’s A/B Test Tool and Breakdown Reports to segment performance by placement, age, and gender. You’ll often uncover hidden inefficiencies that a top-line ROAS hides.
This isn’t a creative contest—it’s a data-driven performance play. Metrics tell you what’s working, what’s wasting spend, and where to scale. Ignore them, and you’re flying blind. Leverage them, and you gain the clarity your competitors are still guessing at.
Case Studies and Success Stories
It’s one thing to talk strategy—it’s another to see it work in the wild. If you’re serious about running ads that convert, you need more than benchmarks. You need real-world proof that shows how businesses like yours are turning clicks into revenue. Below are case studies from Singapore brands that didn’t just run ads—they ran profitable campaigns backed by sharp strategy.
Skin Inc: Leveraging Video and Influencers for Personalised Skincare
Challenge: Drive awareness and conversions for a customised skincare line in a saturated beauty market.
Strategy:
- Facebook: Ran testimonial-style video ads and interactive quizzes to personalise product recommendations
- Instagram: Partnered with micro-influencers to push UGC (user-generated content) via Stories and Reels, paired with promo codes
Results:
- 3.8x ROAS on Facebook for lead-gen quizzes
- 40% of Instagram swipe-ups converted into checkout sessions
- Reduced CPA by 28% compared to previous paid campaigns
Grab Singapore: Multi-Objective Funnel with Precision Targeting
Challenge: Promote both rider and driver acquisition simultaneously without audience overlap.
Strategy:
- Facebook: Used separate campaigns for drivers and riders, leveraging custom audiences and lookalikes for high-intent targeting
- Instagram: Deployed short-form video and static ads to appeal to younger riders, especially during promo weeks
Results:
- 25% lower CPA for driver sign-ups using Facebook custom audiences
- 2.5x higher CTR on Instagram Stories during promotional bursts
- Efficient audience segmentation reduced ad spend waste by 18%
These aren’t one-off wins. They’re blueprints. If you want to actually make Facebook and Instagram ads work in Singapore, stop guessing and start borrowing from what’s proven.
Facebook vs Instagram Ads: Why Not Run Both?
Image Credit: IDX
If you’re still asking which platform is better, you’re asking the wrong question. The smartest brands in Singapore don’t choose between Facebook vs Instagram ads—they leverage both, strategically. Each platform serves a different role in your funnel, speaks to a unique audience, and delivers results when used with intent.
When your messaging, creatives, and targeting align with platform behaviour, that’s when campaigns scale profitably. But pulling that off takes more than guesswork and generic templates. It takes expertise, testing, and relentless optimisation.
That’s where MediaOne comes in. As one of Singapore’s leading SEM agencies, we help growth-minded businesses like yours create performance-driven ad strategies that actually convert. No fluff. No wasted spend. Just results. If you’re ready to get serious about your digital advertising, let’s talk. With MediaOne, you’ll stop guessing and start scaling—across both Facebook vs Instagram ads.
Frequently Asked Questions
What are the benefits of using paid social media ads?
Paid social media ads offer businesses in Singapore the ability to reach a targeted audience with precision, enhancing brand visibility and driving conversions. They allow for measurable results, enabling advertisers to optimise campaigns based on performance metrics.
How do paid social media ads work?
Paid social media ads operate on a bidding system where advertisers set a budget and bid for ad placements. Platforms like Facebook and Instagram use algorithms to display these ads to users who match the advertiser’s target audience criteria, such as demographics, interests, and behaviours.
What is the difference between organic and paid social media marketing?
Organic social media marketing involves creating and sharing content to engage with followers without paid promotion, relying on natural reach. In contrast, paid social media marketing involves investing in ads to reach a broader or more specific audience, offering faster results and greater control over targeting.
How can I measure the success of my paid social media ads?
Success can be measured using key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Tools like Facebook Ads Manager and Instagram Insights provide detailed analytics to assess and optimise ad performance.
What are the common mistakes to avoid in paid social media advertising?
Common mistakes include targeting too broad or too narrow an audience, neglecting mobile optimisation, and failing to test different ad creatives. Additionally, not setting clear objectives or monitoring campaign performance regularly can lead to suboptimal results.
