The verdict
For a small team that wants a predictable stream of enquiries or sales and a channel that scales, pick Meta Ads. It has wider reach and a richer set of tools for measurement.
Pick X Ads for a specific job. If you have content tied to a live topic and your buyers follow that conversation on X, a small paid test can put you next to it. For B2B, X is the cheaper test, but check that your analytics tool and CRM can take its conversion data first.
I would not make X your first paid channel unless your business runs on timely content. Reach on the platform has shifted over the years, so start small and let the results decide.
Side by side
| 5 points compared | ||
|---|---|---|
| Starts at | ||
| Free plan | ||
| API | Yes | Yes |
| MCP server | No | |
| Bid & budget automation | Yes | Yes |
| Links |
Plans and pricing
Meta Ads
Pricing not in our catalogue yet.
X Ads
Pricing not in our catalogue yet.
Who each is for
Choose Meta Ads if…
Pick Meta Ads when you want to reach many people and learn fast. It fits consumer products and broad offers best, and it lets you start with a budget you choose.
Give campaigns at least a week before judging them. Set up the pixel and the Conversions API, and compare Meta's numbers with your own systems, because privacy changes have made attribution less exact.
Targeting narrow job titles is weaker here than on LinkedIn, so B2B teams should test before they commit. There is also a Marketing API for campaigns, insights and lead ads with CRM integration.
Choose X Ads if…
Pick X Ads if your buyers are active on X and you have something timely to say, such as a launch, an event or a take on a live topic. Promoted posts, carousels and native lead forms are available, and lead submissions can be exported through the API.
Its value is speed and relevance, so you need someone who can react in the moment. Without that, I would leave it alone.
Access to the Ads API is gated. You submit a form and wait for a review of up to about three business days, so plan ahead if you want reporting automated. Integrations are fewer than on Meta, so check your reporting setup before you plan around it.
Other options worth a look
Automate bid management and creative testing across Facebook and Instagram ad campaigns using AI.
Automates bidding and budgets across Meta, Google Ads, TikTok and Snapchat with rule-based triggers.
Create, target and measure video advertising campaigns to reach audiences on the TikTok platform.
Advertise your products and services to reach professionals and decision-makers with targeted campaigns on LinkedIn.