Short answer
A boosted post turns an existing post into an ad in a couple of taps, with limited goals and settings. A full ad (made in Ads Manager or an app like SocialMetis) lets you choose a goal such as leads or sales, use lead forms, test several versions and run follow-up ads. Boost is fine for reach; for enquiries and sales, a full ad usually does better.
Side by side
| Boosted post | Full ad | |
|---|---|---|
| Where you make it | The post itself, in Facebook or Instagram | Ads Manager, or an app like SocialMetis |
| Goals | A short list of simple goals | All Meta objectives, including leads and sales |
| Lead forms | Limited | Yes |
| Several versions to test | No, it is one post | Yes |
| Follow-up ads to people who saw you | No | Yes |
| Effort | Two minutes | More, unless an app drafts it |
When to use which
- Boost a post that is already doing well, when you simply want more people to see it.
- Use a full ad when you want calls, enquiries, shop visits or sales, or when you want to test ideas.
SocialMetis builds full ads, not boosts: it sets the goal, the audience, the budget and 2 to 6 versions, and you approve before anything goes live. See how it works.
Questions people ask
Is boosting a post a waste of money?
Not always. It is a cheap way to get a good post seen. It is a poor way to get leads or sales, because it gives Meta fewer instructions about what you want.
Do boosted posts show on Instagram too?
They can, if your Instagram account is linked to your Page and you choose that placement.