DATA BASE

This research aims to study the comparative effectiveness of Meta ads on Facebook and Instagram in generating WhatsApp Conversion for businesses in the building supply stores industries. By conducting 14 days of advertising campaigns using the same ad content and budget across both platforms, this research evaluates key performance metrics such as impression, results, cost per click (CPC), cost per results (CPR) and total reach. The findings reveal that Facebook outperformed Instagram in terms of Cost efficiency and conversion results. Facebook achieved a total of 29 conversions with a lower CPR of IDR11,803, while Instagram achieved only 10 conversions with a higher CPR of IDR34,309. Independent samples t-tests revealed statistically significant differences in impressions (p = 0.006), CPM (p = 0.001), and total conversions (p = 0.002), indicating Facebook's superior performance in terms of visibility and conversion outcomes. And Facebook outperformed all key metrics. These results suggest that Facebook is more effective for generating engagement and results. This study provides valuable insights for SMEs for optimizing their digital marketing strategies in specific industries like building materials supply.