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Comprehensive Guide to Creating Instagram Ad Campaigns


Last Update: Dec. 20, 2023


Instagram has evolved from a platform for sharing moments with friends to a prominent stage for businesses to connect with potential customers.

Marketing your business on Instagram can connect you with an audience of over one billion active monthly users.

Instagram's advertising platform enables businesses to reach a larger and more targeted audience.

This blog post will guide you on how to create and set up an Instagram ad campaign, helping you to effectively reach your potential customers.

What are Instagram Ads?

Instagram Ads are posts or Stories that a business pays to promote to users' Instagram feeds or Stories.

They look like regular posts but have additional functionalities and reach beyond your followers list. You can spot them by the 'Sponsored' label they carry.

Instagram ads allow businesses to pay to sponsor content that reaches a wider and more targeted audience.

These ads are designed to achieve specific goals - whether you want to increase your brand exposure, get more website traffic, or amplify the download numbers for your app, Instagram Ads are designed to fulfil these needs.

They come in different formats including Image Ads, Video Ads, Carousel Ads, Slideshow Ads or Stories Ads, giving brands plentiful options to connect with their audience.

Step-by-step Guide to Setting Up Your Instagram Ad Campaign

Step 1: Connect Your Instagram Account to Your Facebook Page

As Facebook owns Instagram, you will need a Facebook Page to run ads on Instagram.

Your Instagram account should also be a business account to gain access to Instagram's suite of business tools.

First, link your Instagram account to your Facebook page by navigating to your Facebook Page settings, clicking on Instagram, then logging into your Instagram account.

Step 2: Set Up a Business Manager Account

If you don't already have a Business Manager account on Facebook, you will need to create one. Go to and click “Create Account”.

Step 3: Head Over to Facebook Ads Manager

Facebook’s Ad Manager is where you create and manage your Instagram ad campaigns.

After creating your business account, go to the Ads Manager and click on "+Create" to start a new campaign.

Step 4: Choose an Objective

Ad campaigns on Instagram are goal-oriented. You need to select an objective that aligns with your marketing goals.

Options include brand awareness, reach, traffic, app installs, engagement, video views, conversions, and more.

Step 5: Define Your Audience

Use Instagram's targeting options to define who should see your ads. You can customize the audience based on age, gender, location, interests, behaviors, and more.

Step 6: Pick Your Ad Placement

Here, you have the option to show your ads on Facebook or Instagram. If you're specifically creating an Instagram ad campaign, pick Instagram.

You can choose between Feed, Explore, Stories, or a combination of these placements.

Step 7: Set Your Budget & Schedule

Decide how much you want to spend on your ad campaign. You can set a daily budget or a lifetime budget, depending on how long you want your campaign to run. Also, set the start and end dates for your campaign.

Step 8: Create Your Ad

Instagram offers a variety of ad formats, such as single image or video ads, carousel ads, and slideshow ads.

Choose the format that best suits your campaign objectives, create an engaging ad copy, and upload your image or video.

Step 9: Optimization & Delivery

Facebook automatically optimizes your ad delivery to get the most actions for the lowest cost.

However, you can choose to manually select your optimization method based on what's important to you, such as impressions, link clicks or conversions.

Step 10: Review and Submit Your Campaign

Before you submit your campaign, double-check all details to ensure everything is correct. Then, click on "Confirm" to submit your ad campaign.

Practical Tips to Optimize Your Instagram Ads

Navigating the world of Instagram advertising can be a rewarding endeavor for businesses.

However, to maximize its potential, you need to optimize your advertising efforts for efficiency and audience impact.

Let’s explore some practical tips to boost your Instagram Ads performance.

  • Create Eye-Catching Visuals: Whether it's an image, video, or carousel, make sure it's high quality, polished and stands out in the busy Instagram feeds. Align the aesthetic with your brand identity, and remember to maintain consistency across your campaign.
  • Write Compelling Ad Copy: Keep the text short, clear, and persuasive. Emphasize the value proposition or ad message promptly while using a distinct call-to-action (CTA) to guide your audience towards the desired action.
  • Utilize Instagram Ad Formats Correctly: Learn which format suits your goals and use them accordingly. For example, Stories Ads are great for building awareness with full-screen visuals, while Carousel Ads work well to showcase a range of products or features.
  • Fine-Tune Your Ad Targeting: Use Instagram's advanced targeting options to reach the right audience. Continuously evaluate your ads' performance and tweak your targeting accordingly.
  • Test Different Ad Combinations: Boost your ad performance by testing multiple ad creatives, formats, and copy variations. This practice, known as A/B testing, enables you to identify which combinations work best with your target audience and use those learnings to refine your ad strategy.
  • Monitor and Optimize Ad Performance: Tracking your ad performance is crucial for optimization. Keep an eye on your analytics and stay updated on key performance indicators (KPIs), such as impressions, click-through rates (CTR), and conversions. Leverage this data to adjust your ad strategy, audience targeting, and content approach continually.
  • Optimize for Mobile Experiences: As Instagram is primarily a mobile platform, be sure your ad creatives and landing pages are optimized for mobile users. Ensure quick loading times, easy navigation, and concise content to prevent users from bouncing.
  • Include Video Content: Video content is more engaging, memorable, and drives higher conversion rates. Utilize video ads to captivate your audience, explain complex messages, or showcase product demonstrations.
  • Experiment with Instagram Shopping Ads: Instagram's shopping ads can be a game-changer. They allow users to tap on tagged products to view more details or purchase them directly from the platform. Utilize this ad format to drive sales and simplify the user experience.
  • Retarget Effectively: Utilize retargeting to remind potential customers of your products or services or to present personalized offers that drive conversions.


Instagram ads are a powerful tool in your social media marketing toolkit, enabling your brand to reach a larger targeted audience, drive more traffic, and increase conversions.

By strategically defining objectives, identifying the right audience, designing compelling content, and periodically analyzing performance, brands can effectively leverage Instagram advertising to achieve their marketing goals.

This step-by-step guide simplifies the process of setting up Instagram ad campaigns, helping you to navigate through the details of ad creation, audience selection, budgeting, and ad analysis effectively.

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