Platform vs platform
Updated 2026-10-21
Meta Ads vs TikTok Ads
Meta Ads averages $0.66 CPC and $10.16 CPM. TikTok Ads is bought on CPM only, averaging $4.48. Analysis for Australia in 2026.
Meta Ads
CPC$0.66
CPM$10.16
Best forSocial engagement, Mobile users, Visual brands
vs
TikTok Ads
CPC—
CPM$4.48
Best forGen Z, Viral content, Creative brands
Amber underline marks the lower cost on each metric. Ties get neither. Em dash means the platform is not sold on that basis.
Which one, for you?
Which should I actually pick?
Answer three questions and we'll score Meta Ads vs TikTok Ads on budget fit, industry rank and goal alignment.
Regional context
Advertising in Australia
Australia punches well above its population in digital ad spend — per-capita digital ad investment ranks among the world's highest, driven by mature ecommerce, strong consumer banking competition, and a heavily concentrated retail sector. Google and Meta hold the lion's share, but YouTube and connected TV (via 7plus, 9Now, 10 Play, and BVOD) have become unusually important channels. CPMs run roughly 10% above US levels for premium inventory. The ACCC's News Media Bargaining Code and active scrutiny of Google and Meta have created a more transparent ad ecosystem than most peer markets. Privacy Act reforms are tightening consent requirements, with significant amendments rolling out through 2025-2026.
Regulatory notes
Privacy Act 1988 (amended 2024-2026) governs personal information; the Spam Act 2003 requires consent for commercial messages; gambling and therapeutic-goods advertising are heavily restricted.
Quick comparison
Quick Comparison
Delta reads left to right: how Meta Ads compares to TikTok Ads on each line.
| Metric | Meta Ads | TikTok Ads | Δ Meta vs TikTok | What it means |
|---|---|---|---|---|
| Avg. CPC | $0.66 | — | — | One side is not sold on a CPC basis. |
| Avg. CPM | $10.16 | $4.48 | +127% | Cost to buy 1,000 impressions on each board. |
| Clicks per $5,000 | 7,576 | — | — | Volume advantage before conversion rate is applied. |
| Typical CVR | 1.2% | 1.2% | 0% | Cross-industry typicals by channel type, not board data. |
| Implied CPA | $55 | — | — | At the CVRs above; your account will differ. Implied CPA = CPC ÷ CVR. |
| Min. viable monthly spend | $6,000 | $15,000 | -60% | To exit learning / gather bid-strategy signal. |
| Pricing tier | Low | Medium | Board tiers by CPM/CPC percentile. |
By industry · estimated CPM
Where the gap widens
Meta AdsTikTok Ads
Finance
Tech/SaaS
B2B
Healthcare
Education
Real Estate
E-commerce
Retail
TikTok Ads 56% cheaper per thousand impressions
Method
Each industry estimate = platform baseline × (industry CPM ÷ cross-industry average CPM of $13.13). The ratio between the two platforms is therefore constant; what changes by industry is the absolute cost.
Under the hood
How each one charges you
Meta Ads
- Billing
- Meta (Facebook + Instagram) runs an auction across Feed, Stories, Reels, Marketplace, and Audience Network. You optimize for a conversion event; Meta's algorithm decides bid and placement. Effective CPM is $6–12, effective CPC $0.80–1.50 depending on optimization goal and vertical.
- Learning phase
- The algorithm needs ~50 conversion events per week per ad set to exit learning phase. For a $30 CPA that's ~$1,500/week or $6K/month per campaign. Below that, performance is a lottery.
- Creative
- Feed: 1:1 (1080×1080), 4:5 portrait (1080×1350). Reels/Stories: 9:16 (1080×1920). Video 15–60s. Carousel supports 10 cards. Copy ~125 chars before the truncate. Creative fatigue is the #1 cost driver — refresh every 2–3 weeks.
TikTok Ads
- Billing
- TikTok Ads runs on CPM ($8–12 typical, higher for premium placements like TopView). CPC is available but the platform's optimization heavily favors CPM-bid campaigns. Auction density is lower than Meta but growing quickly; creative quality dominates.
- Learning phase
- $500/day ($15K/month) is the practical floor for the Traffic and Conversion objectives to exit learning phase in a reasonable window. Smaller budgets work for Awareness and Video View goals.
- Creative
- 9:16 vertical video (1080×1920), 9-60s (best performance 15-30s), native-feeling — polished ads underperform UGC-style creative here by 2-3x. Sound-on is standard. Captions optional but boost completion.
Verdict
When to Use Each Platform
Choose Meta Ads when…
- You're targeting social engagement
- You're targeting mobile users
- You're targeting visual brands
Choose TikTok Ads when…
- You're targeting gen z
- You're targeting viral content
- You're targeting creative brands
- You want lower cost per thousand impressions ($4.48 vs $10.16)
FAQ
Related Comparisons
Is Meta Ads or TikTok Ads cheaper?
Per thousand impressions, Meta Ads at $10.16 vs TikTok Ads at $4.48. Per acquisition it depends on conversion rate; run the recommender above against your industry.
Can I run both on $5,000 a month?
Yes, but split unevenly toward whichever side has the conversion volume to exit learning. Splitting evenly below $5k usually starves both. Use the min. viable spend row in the table above as the floor for each side.
What's a typical Meta Ads CPM in Australia?
Australian Meta CPMs typically run AU$10-$20 for broad-targeted feed placements, climbing to AU$30+ for narrow, high-value B2C audiences in finance or insurance. That works out roughly 10-15% above US equivalents in USD terms. Q4 sees the steepest increases, with auction pressure peaking in the lead-up to Boxing Day, Australia's largest retail event.
Can I advertise gambling or sports betting in Australia?
Online gambling advertising is heavily restricted — live sports betting odds promotion is banned during broadcasts, and there are tight rules around inducement offers across all media. Platforms apply additional layers: Meta and Google both require licensing verification and limit creative formats. If you're in this space, build platform-specific compliance review into your creative pipeline.
Is LinkedIn worth running for Australian B2B?
Yes, particularly for Sydney and Melbourne professional audiences in finance, consulting, mining services, and SaaS. CPMs run AU$60-$120 for tightly-filtered job-title campaigns. Audience sizes are smaller than US or UK equivalents, so frequency capping matters more, and you'll exhaust niche audiences faster. Pair with retargeting on Meta or Google Display to extend reach economically.