Quick answer: For most local and service businesses, start with Facebook and Instagram: better lead tools, mature local targeting and more data. Add TikTok if your audience is younger, your offer is visual, and you can produce native-style video regularly. TikTok requires at least $50 a day per campaign and $20 per ad group.
TikTok can be cheap to reach people but demands a lot of creative. Meta is more mature for lead generation.
Meta Ads (Facebook & Instagram) vs TikTok Ads at a glance
| Meta Ads (Facebook & Instagram) | TikTok Ads | |
|---|---|---|
| Audience | Broad, all ages | Skews younger, growing older |
| Creative | Images, video, carousels all work | Native, vertical, sound-on video |
| Minimum budget | No high minimum | Daily budget must exceed $50 per campaign and $20 per ad group |
| Lead generation | Mature instant forms, CRM integrations | Available, less mature |
| Local targeting | Strong radius targeting | Available, less precise |
| Best for | Most service and local businesses | Visual, youth-oriented, trend-friendly offers |
Choose Meta Ads (Facebook & Instagram) if…
- You need leads for a local service
- You have a small budget
- You don’t have capacity to make lots of video
Choose TikTok Ads if…
- Your customers are under 35
- You can film short videos weekly
- Your product is visual or entertaining
Using both
Repurpose the same vertical videos across Instagram Reels, Facebook Reels and TikTok, then put budget where cost per lead is lowest.
Related: Facebook ad creative for service businesses · Instagram vs Facebook ads
Frequently asked questions
What is the minimum budget for TikTok ads?
TikTok’s help centre says daily budgets must exceed $50 at campaign level and $20 at ad group level.
Is TikTok good for local businesses?
It can be for visual, younger-audience offers. Most local service businesses get leads more reliably on Meta first.
Can I use the same video on both?
Usually yes, with platform-native edits (captions, sound, length).
Sources
- TikTok Ads Manager Help: About budgets (minimum budgets)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
Not sure which fits your business? Get a free ad review or try the Google or Facebook ads quiz.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →