TikTok ads vs Meta ads: which should you run?

Hook Lab Agency · October 25, 2026 · 4 min read

"Should we be on TikTok or Facebook and Instagram?" is one of the most common questions we hear. The honest answer is that it depends on who your customers are, what you sell and what kind of video you can make consistently. This guide compares the two platforms side by side so you can make the call with your eyes open.

The quick comparison

How people use each platform

The biggest difference is mindset. On TikTok people are in pure entertainment mode, scrolling a feed of things they did not ask for. Anything that looks like a traditional advertisement gets skipped instantly. Ads that win on TikTok usually look like TikToks: a person talking, a trend-aware edit, real sound, a genuine reaction.

Meta is a mix. People scroll Reels in a similar way, but they also browse feeds from friends, groups and businesses they follow, check Marketplace, and message businesses. That gives Meta more ways to reach people when they are closer to buying, and a long history of businesses advertising there.

Targeting and the algorithm

Both platforms have moved toward broad targeting where the algorithm finds buyers based on your creative and your conversion data. In practice that means your video does a lot of the targeting. A video that speaks directly to busy parents will tend to find busy parents.

Meta has an edge in retargeting and in tools like customer list matching and lookalike-style expansion, which matters if you already have website traffic, an email list or engaged followers. TikTok is often excellent at putting a strong video in front of large numbers of new people, which makes it a good discovery engine.

Costs

We avoid quoting universal cost-per-click or cost-per-lead numbers, because they vary enormously by industry, location, season, offer and creative. What we can say is that costs on both platforms are driven by competition for the audience and by how well your ad performs. A strong hook and a clear offer will usually do more to lower your costs than switching platforms. Both platforms let you start with modest daily budgets, and both need enough spend and time to exit their learning phases before you judge results. For a fuller picture of budgeting, read how much video ads cost in Canada.

When Meta is usually the better first step

• Your customers are mostly adults 30+ booking a service, buying a big-ticket item or visiting a local business.
• You want leads through instant forms, Messenger or calls.
• You already have website visitors, followers or a customer list to retarget.
• You can only produce a few videos a month right now.

When TikTok is worth prioritising

• Your product is visual, demonstrable or a bit fun: food, beauty, fitness, gadgets, cars, transformations.
• Your audience skews younger, or you want to reach people who have never heard of you.
• You or your team are comfortable on camera and can make native-looking videos often.
• You want organic content and paid ads to reinforce each other.

The answer for most businesses: both, in order

Most businesses do best by starting on one platform, proving the offer and creative work, and then expanding. The great news about video is that the same shoot can feed both. A vertical video with captions can run on Reels, Stories, TikTok and YouTube Shorts with small edits: a different hook, different on-screen text, or a TikTok-native sound. Google video placements can then add reach and retargeting through YouTube.

Setting up a fair test

1. Pick one clear goal (leads, bookings or purchases) and install tracking on both platforms.
2. Use the same offer and landing page so you are comparing platforms, not offers.
3. Give each platform several creatives, adapted to its style.
4. Set a budget and timeframe in advance and avoid daily tinkering.
5. Judge on cost per qualified lead or sale, not on clicks or views alone.

And make sure the page you send people to is built for ad traffic. A dedicated landing page that converts often matters more than which platform you choose.

How we approach it

At Hook Lab we make the videos first, then run them where they will perform best. That is usually Meta, TikTok, Google or a mix, depending on your customers. Our monthly packages include the creative, the ad management and the reporting, so you are not juggling a videographer, an editor and a media buyer separately.