Facebook Ads vs TikTok Ads: Which Pays More in 2025?

August 21, 2025 · Updated August 21, 2025

A practical comparison of Facebook Ads and TikTok Ads across costs, creative systems, targeting and ROI. Use this testing framework to see which channel pays more for your vertical.

1) Channel Overview

Facebook/Instagram excels at mid-funnel conversion and retargeting with mature optimization. TikTok dominates top-funnel discovery with viral short-form and creator UGC. Both can be profitable; the winner depends on offer, creative, and funnel.

2) Audience & Targeting

• Facebook: detailed targeting, lookalikes, Advantage+ Shopping; powerful retargeting.
• TikTok: interest/behavior signals, Spark Ads leveraging creator posts; strong creative-led discovery.
• First-party data: upload customer lists, enable server-side/Conversions API for both.

3) CPC/CPA & Budgeting

Costs vary by geo, vertical and creative. Generally, Facebook delivers consistent CPAs in retargeting and warm audiences; TikTok shines for reach and cheap top-funnel traffic. Start with split budgets and measure blended ROAS over 14–21 days.

• Budget plan: 60% prospecting (TikTok heavier), 40% retargeting (Facebook heavier).
• Bid types: lowest cost to start; add cost cap once you see stable CPA.

4) Creative Systems

Creative is the lever. Build a repeatable system:

• Hooks library: problem/pain, transformation, proof, price anchor, demo.
• Formats: FB: image, video, carousel, instant forms. TikTok: native vertical video, creator-led UGC, Spark Ads.
• Cadence: 5–10 new ads/week on TikTok; 2–5/week on Facebook to combat fatigue.

5) ROI by Vertical

Info products & tools: both channels can win; Facebook’s retargeting can carry the last click, TikTok drives new demand. Local services: Facebook often wins with lead forms + retargeting. E-commerce impulse buys: TikTok can explode with UGC + discount anchors.

6) Fair Testing Framework

1. Same offer & landing page for both channels.
2. Equal budgets and consistent daily pacing for 14–21 days.
3. Unified tracking: server-side if possible; standardize attribution windows.
4. Scorecard: CTR, CPC, CVR, CPA, AOV, ROAS; include assisted conversions.
5. Kill rules: pause creatives below threshold (e.g., CVR < X% after N clicks).

7) Scaling & Retention

• Facebook: scale via Advantage+ Shopping, value optimization, and broad audiences after proof.
• TikTok: scale via creator whitelisting, Spark Ads, and higher creative velocity.
• Retention: email/SMS flows; retarget viewers with fresh creatives monthly.

FAQs

Which channel pays more?

It depends on your vertical and creatives. Use the testing framework and track blended ROAS.

Do I need creators for TikTok?

It helps a lot. Try UGC marketplaces and simple briefs; authenticity beats polish.

Are Facebook lead forms better than landing pages?

Great for speed/volume; test downstream quality. For high-intent buyers, landing pages often convert better.