How to run Instagram ads: a step-by-step business guide

Instagram ads are run through Meta Ads Manager, the same tool as Facebook ads. Connect your Instagram professional account to a Facebook Page, pick a campaign goal, choose your audience and budget, upload creative made for Instagram placements, and track the leads or sales it produces.

Before you start

• Switch your Instagram to a professional (business or creator) account.
• Link it to a Facebook Page and a Meta Business account.
• Install the Meta pixel or conversions setup on your website if you want to track sales or enquiries.
• Have a landing page or lead form ready with one clear action.

Setting up the campaign

1. 1Choose the goalUse Leads or Sales if you want customers. Awareness and engagement goals optimise for views and likes.
2. 2Set the audienceStart broad within your service area and let Meta find responders. Narrow only if results are poor.
3. 3Pick placementsChoose Instagram Feed, Stories and Reels, or let Meta place it automatically and check where results come from.
4. 4Set budget and scheduleA daily budget you can hold for four weeks gives the system time to learn.
5. 5Add creativeUpload vertical images or video, write a short caption and choose a clear call to action.

Creative that works on Instagram

Ads that look like normal posts tend to do better than polished brochures. Show the product or result in the first second, use your own photos where possible, and keep text on the image short. For Reels and Stories, design for vertical and for sound off.

Measuring results

• Cost per lead or purchase, not cost per like.
• How many leads answer and book.
• Which creative produced the paying customers.

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