CHF 300 per month for paid advertising. This is a realistic budget for a Swiss SME just starting with social ads. The question that almost always follows is: Facebook or Instagram? The answer isn't as simple as "Use Instagram because Facebook is old" – but it is concrete.
Who Uses What in Switzerland 2026
First, the facts about the user base:
Facebook in Switzerland:
- Approx. 3.8 million active users
- Focus: 35–65 years old
- Strengths: Groups, Events, local communities
- Average user age: 42 years
Instagram in Switzerland:
- Approx. 3.2 million active users
- Focus: 18–45 years old
- Strengths: Visual content, brand awareness, younger decision-makers
- Average user age: 34 years
Important: Since both platforms belong to Meta, you run ads through one channel – the Meta Ads Manager. You can run the same campaign on both platforms simultaneously and use placement reports to analyze where your budget is working better.
Cost Comparison: CPM and CPC
In Switzerland, typical costs are:
| Metric | Facebook | Instagram | |--------|----------|----------| | CPM (Cost Per 1000 Impressions) | CHF 8–18 | CHF 10–22 | | CPC (Cost Per Click) | CHF 0.50–1.80 | CHF 0.80–2.50 | | CTR (Click-Through Rate) | 0.8–1.5 % | 0.6–1.2 % |
On average, Facebook is cheaper per click and impression. Instagram, however, often achieves higher engagement rates (likes, saves, comments) – though these don't always translate into clicks.
When Facebook Ads Are Better
Facebook advertising works better when:
- Your target audience is over 40: Hairdressers, plumbers, insurance brokers, household appliances, senior care.
- You are promoting local events: The Facebook Events feature has no Instagram equivalent. Events in Bern, Lucerne, Winterthur with local targeting convert well.
- You are doing retargeting: Facebook Custom Audiences and Website Custom Audiences work identically from a technical standpoint, but older target groups are more likely to respond to Facebook ads.
- Your budget is under CHF 200/month: With very small budgets, the cheaper CPM on Facebook is an advantage.
When Instagram Ads Are Better
Instagram advertising works better when:
- Your product is visual: Restaurants, fashion, interior design, photography, fitness, cosmetics.
- Your target audience is under 40: Younger Swiss consumers are significantly more active on Instagram than on Facebook.
- You want to build brand awareness: Story ads on Instagram achieve high visibility at moderate costs.
- You are in e-commerce: Instagram Shopping integration and product tags work much better on Instagram.
The Optimal Strategy with CHF 300/Month
Recommendation for getting started:
Weeks 1–2: Run a campaign with CHF 15/day on Automatic Placements (Meta decides where your budget works best). Let Meta test where your budget is performing better.
Weeks 3–4: Open the Placement Report. If one platform delivers more than double the conversions: Focus 80% of the budget there.
Specific budget allocation after the test:
- If Instagram is better: CHF 250 Instagram, CHF 50 Facebook (Retargeting)
- If Facebook is better: CHF 230 Facebook, CHF 70 Instagram (Awareness for younger target group)
Technical Setup: What You Need
Before your first campaign:
- Install the Meta Pixel on your website (via Google Tag Manager or directly in the code)
- Set up the Meta Business Suite, add a payment method (SEPA or credit card)
- Define conversion events: "Contact form submitted," "Purchase completed," "Phone number clicked"
- Create a Custom Audience from website visitors (at least 100 people needed)
Without Pixel data, your targeting is blind. This step is not optional.
FAQ
Can I use the same ad on both platforms? Technically, yes. Recommendation: Slightly adjusted creatives. Instagram prefers square or vertical formats (9:16), while Facebook also works with horizontal images (1200x628 px).
How long should I run a campaign before optimizing? At least 7 days, preferably 14 days. Meta needs time to calibrate the algorithm to your target audience. Frequently turning campaigns on/off or changing budgets disrupts this learning process.
What is a realistic ROAS for an SME? For e-commerce: A ROAS of 2–4 is realistic with small budgets. This means: for every CHF 100 in ad spend, CHF 200–400 in revenue. For B2B or services: ROAS is harder to measure; track leads instead.
Conclusion
Facebook for cheaper clicks and older target audiences. Instagram for brand building, visually strong industries, and younger consumers. If in doubt: Test Meta Automatic Placements for 14 days, then decide. With publy.ch, you can quickly create ad copy in various versions and A/B test them.