Facebook offers steadier CPMs and broader targeting; TikTok can be cheaper per impression but needs native-style creative.
Facebook tolerates static + short video; TikTok demands fast-cut UGC with hooks in 2–3 seconds. Test 5–7 variations.
Facebook’s lookalikes + retargeting are robust. TikTok shines for discovery with younger demos and viral formats.
Use consistent UTMs, one offer per ad set, and on-site conversion events. Compare $/lead and qualified rate, not just CTR.
Start on Facebook for reliability. Layer TikTok for incremental reach once your offer & landing page convert.
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