If you are a service-based business in Singapore (renovation, movers, aircon, pest control, flooring, hacking, etc.), choosing the wrong ads platform can burn cash fast.
Many business owners ask:
This article breaks down how these three platforms actually perform for lead generation, not hype or trends, so you can allocate your budget wisely.
Factor | Facebook & Instagram Ads | TikTok Ads | Xiaohongshu (RED) Ads |
|---|---|---|---|
Primary Strength | Lead generation and scale | Discovery and virality | Research and inspiration |
User Intent | Medium to high | Low to medium | Medium (early-stage) |
Best For | Getting enquiries fast | Awareness and trends | Shortlisting and comparison |
Ad Formats | Image, video, Reels, Stories, lead forms | Short vertical videos only | Feed posts, KOL-style content |
Creative Requirement | Medium to high | High | High |
Lead Quality | High and consistent | Unstable | Early-stage enquiries |
Cost Per Lead | Low to medium | Unstable | Medium to high |
Scalability | Very high | Limited | Limited |
Targeting Control | Strong | Moderate | Limited |
Sales Conversion | Strong | Weak to moderate | Weak |
Best Funnel Role | Core lead engine | Top-of-funnel awareness | Pre-decision research |
For most Singapore service businesses, Facebook and Instagram remain the most reliable lead generation platforms.
Why:
This is why FB and IG ads are often used as the main revenue driver, not just branding.
TikTok is powerful for:
But for lead generation:
TikTok ads work best when:
They are not ideal as a primary lead engine for most service businesses.
Xiaohongshu is a research and comparison platform, not a direct response channel.
Users go there to:
This makes RED useful for:
However:
It works best as a supporting platform, not where most of your budget should go.
For most SMEs in Singapore:
This keeps:
Trends change, but cashflow discipline matters more.
Final Takeaway
If your goal is fast, scalable results, platform choice is not about what is trendy.
It is about:
For most service businesses in Singapore:
Marketing works best when platforms play the right role, not when everything is treated the same.
Facebook and Instagram ads are the most effective for lead generation in Singapore because they offer strong targeting, visual formats, and scalable lead systems.
TikTok ads are better for awareness than direct enquiries. Lead quality is inconsistent unless backed by strong creative and funnel strategy.
Xiaohongshu works better for research and comparison. It influences decisions early but is not ideal as a primary lead generation channel.
Most small businesses should allocate 70–80% of budget to Facebook and Instagram, and 20–30% to awareness platforms like TikTok or Xiaohongshu.
Yes, especially if you are an SME. It is better to master Facebook and Instagram ads first instead of spreading your budget too thin across multiple platforms. When you focus on one core channel, you can optimise creatives, offers, targeting, and budgets to get maximum results. Once your Meta ads are stable and predictable, you can then scale into other platforms like TikTok or Xiaohongshu.
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