How to Create Instagram Ads

Instagram Ads provides a great way for businesses to build their brand and connect with their customers. Instagram Advertising allows businesses and brands to rapidly grow their audience and engage with their customers effectively. If you’re wondering, “How to advertise your business on Instagram?”, you’ve come to the right place. Here’s how to create Instagram Ads for your Business


Create Instagram Ads for Your Business

Here are the step to create Instagram Ad in Ads Manager, for your Business.

1. Connect Your Instagram Account to Facebook

You can create Instagram Ads from within Power Editor or using Facebook Ads Manager . You cannot create Instagram Ads without Facebook. So the first step is to connect your Instagram account to your Facebook Business Page. If you don’t have a Facebook Page, here’s how you can create a Facebook Business Page.

To do that, log in to Facebook and go to your Facebook Business Page. Click Settings on top right corner of your Business Page. In the left column, click Instagram Adverts and click Add an Account button on the right.

go to instagram adverts in facebook page settings

If you have an Instagram account, select Add an Existing Account, enter your Instagram username & password, and click Confirm.

connect instagram account to facebook page

If you don’t have an Instagram Account, you can create an account from within Facebook itself. Select Create a New Account, enter username & email, and click Confirm.

create new instagram account in facebook

You’ll receive an email with steps to set a password for your Instagram account. After you complete those steps, your Instagram account will be created and automatically linked to your Facebook Business Page.

connected instagram account in facebook

Now if you create an ad on Facebook, you can also run those ads on Instagram.

Check out how much does Facebook advertising cost.


2. Select ad Ad Type

Next step is to create Instagram Ads in Ads Manager. To open Ads Manager, go to your Facebook Business Page and click Create Adverts  from the top right corner menu.

go to facebook ads manager

You choose from 7 types of Ad Objectives for Instagram Ads –

  • Brand awareness
  • Reach
  • Traffic (for clicks to your website or to the app store for your app)
  • App installs
  • Engagement (for post engagement only)
  • Video views
  • Conversions (for conversions on your website or app)

Only Ads created using one of the above objectives can be published to Instagram.

For each of these Ad Objectives, you can create  3 types of Instagram Ads:

  1. Carousel : Create an advert with 2 or more scrollable images or videos
  2. Single Image : Create up to 6 variations of your advert using 1 image, at no extra cost.
  3. Single Video : Create an advert with one video

Here’s an example of carousel Ad on Instagram.

instagram carousel ad example

Instagram Ad Specs & Images Sizes are same as those for Facebook Ads. Check out Facebook Ad Specs & Image Sizes to avoid blurry or cropped images when you create Instagram Advertisement.


3. Select the Target Audience

The next step is to select the target audience for your Instagram Advertisements. The great news is all of Facebook’s targeting options are available for Instagram Ads. Facebook provides you tons of options to define your target audience. You can select your audience based on the following demographics:

  1. Location : Choose your target audience by specifying countries, states, cities, zip codes, and even within a few miles of an address.
  2. Age
  3. Gender
  4. Languages
  5. Interests : Target people based on their interests, activity, liked Pages and related topics.
  6. Behavior : Purchase behavior and intent, as well as device usage.
  7. Connections : Choose to show your Instagram Advertisement to all people, or only those connected to your page, or those who are not connected to it.

instagram target audience in facebook

Facebook also provides advanced targeting options, which lets you include or exclude people who like or follow certain pages, apps, or events. You can even target people using custom audience which allows you to target your existing customers or retarget people who have previously interacted with your business.

Facebook nails it when it comes to targeting options and if you target your audience properly, you can get amazing results for your Instagram Advertising Campaign. To maximize the impact of your ads, Facebook recommends narrowing your reach in a targeted manner.

Check out our list of Free Facebook Marketing Tools & Top Facebook Marketing Tips to grow your Business Page.


4. Use Rich Visuals

Here’s where Instagram Ads differ from Facebook Ads. Instagram, being a photo-based social network, is known for it stunning and enticing visuals. While Facebook Ads allow you to add text copy separately, Instagram Ads allow you to use only images or videos.

So you need to overlay your text on your Image for Instagram Ads, which is not recommended for Facebook Ads. Also, avoid using stock photos. Instagram users are smart enough to catch it and not engage with your Ad. So, either take the photo yourself or hire a professional photographer.

Here’s an example of Instagram Ad with overlay text

instagram ad with overlay text


Check out our list of Best Social Media Scheduling Tools to schedule posts & updates on your Instagram Page.


5. Include Call-to-Action

Every online Ad must include a call-to-action whether it’s on Google, Facebook, or even Instagram. The problem here is the unlike other Ad Tools such as Adwords or Facebook Ads, you can’t have a separate call-to-action. So you need to either add the call-to-action as an overlay text on top of your image (recommended), or add it as a comment. Your call-to-action can be anything such as clicking a link, subscribe to a newsletter or even tagging their friends in the comments. Here’s an example of how Holiday Inn Express asks users to post a selfie through its Ad.

instagram ad with call to action

There are plenty of apps to add overlay text to your images.


6. Include relevant hashtags

Instagram is filled with hashtags that people use to explore images. Hashtags help describe images quickly and concisely, and also allows you to capitalize on latest trends. When people click on hashtags they’ll see your image on their timeline. The key is to use a combination of relevant as well as popular hashtags. Relevant hashtags will ensure that your images are seen by the right audience and will drive quality audience, although they may be low in number. Popular hashtags allow you to cash in on latest trends, which may not drive targeted visitors but will greatly increase your brand visibility.

hashtags on instagram ads



Bonus Read: 7 Instagram Metrics you must track regularly to grow your business on Instagram.


Instagram Advertisements allow you to connect to whole new audience in an entirely new way. In fact, Instagram Advertising can be a great way of marketing to millennials. It can be tricky at first, most people are used to text based ads with a few banner images. However, with the right approach, you can grow your audience, engage them meaningfully and build your brand on Instagram.


Check out our list of Best Social Media Marketing Tools to manage your Instagram Pages effectively. If you also use LinkedIn for Business, here’s how you can create LinkedIn Ads using their Self-Service Advertising Platform.


Have you created Instagram Advertising Campaigns for your Business? Do you have any tips for businesses getting started with Instagram Adverts? Please share your experience with us as comments.