Can I use the same ad creative on both Facebook and Instagram?

Technically yes, but it is recommended to use slightly adapted creatives. Instagram prefers square or vertical formats (9:16 ratio), while Facebook also works well with horizontal images (1200×628 px). The messaging can stay the same, but cropping and framing matter. Running the same creative without adaptation often results in suboptimal performance on at least one platform.

What is a realistic ROAS for a small business with a limited budget?

For e-commerce: a ROAS of 2–4 is realistic on small budgets, meaning CHF 200–400 in revenue for every CHF 100 in ad spend. For B2B or service businesses, ROAS is harder to measure directly — track leads and cost per lead instead. A CHF 20–50 cost per qualified lead is often a more meaningful metric for service providers than a pure revenue-based ROAS.

Facebook vs. Instagram Ads: Which is Better for Small Budgets?

Q: How long should I run a campaign before optimizing it?

At least 7 days, ideally 14 days. Meta's algorithm needs time to calibrate and find the right audience for your ad. Frequently turning campaigns on and off, or making budget changes too early, disrupts this learning phase and resets the optimization process. Patience in the first two weeks leads to significantly better long-term results.

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.