Facebook has positioned itself as the leader in social media advertising, due to its explosive customer user base and extensive audience targeting capabilities.    Currently, 1.785 billion users are connected on Facebook, and 1 billion users on Instagram, are connected on a monthly basis.
And both platforms use pay-per-click (PPC), also known as the cost-per-click (CPC) advertising model, which requires you to pay FB or IG every time a user clicks on an ad.    And although, a specific budget can be set for both platforms, specific criteria can also be selected, so that your ad will only be displayed when those requirements have been met.
Additionally, FB & IG marketers can use PPC advertising to boost ad visibility, raise brand awareness, and track precisely defined metrics and campaign goals, which allows for more optimised campaigns in the future.