Instagram Ads in Ads Manager

Create, buy and manage Instagram campaigns.

If you already advertise on Facebook, getting started with Instagram ads is easy. All you need is a Facebook Page.

  • If your business already has an Instagram account, you can claim it when creating your ad in Ads Manager

  • If your business doesn’t currently have an Instagram account, you can use your Facebook Page name and profile picture to represent your business in your Instagram ads

(Note: you will need a Facebook Page to advertise on Instagram, even if your business has an Instagram account.)

Getting Started
  • Sign in to Ads Manager and click Create an Ad.

  • Choose your objective. The objective you choose aligns with your overall business goals.

  • Define your audience. There are two general approaches you can take to creating a target audience: specific and broad. The approach you choose depends on what you're trying to accomplish and what resources you have available. Check out this guide to see how either approach can lead to success for your ad.

  • Choose your placements. Depending on the type of ad you want to run and its design, you may have the option of showing it in these locations: Facebook feeds (mobile and desktop), Facebook right-hand column, Instagram (stories and feed), Audience Network, Instant Articles, In-stream Video. These are called ad "placements." You choose yours in the "Placements" section of ad set creation. Smart use of them can enable you to reach more people and allow us to spend your budget more efficiently. In general, we recommend selecting "Automatic Placements," which lets us optimize your placements for you to get you the most results at the cheapest overall average cost.

  • Set your budget and schedule. Your budget is the amount of money you're willing to pay to have ads from your ad set shown over the period you set it to run. Learn more about your budget, delivery, and charges.

  • Choose your ad format. If you choose to advertise on Instagram's newsfeed, then you can choose between photo, video, carousel, and slideshow format. If you choose to advertise on Instagram Stories, then you can only choose between a single image or video.

Feed ads placements

Stories ads placement

  • Upload or browse for photos and videos. You can browse for relevant content or upload your own content. Make sure your Instagram account is connected by logging in under the "Instagram Account" heading. If you don’t currently have an organic Instagram account, you can run ads on Instagram using your Facebook Page. Without an Instagram account you will not be able to comment on your Instagram ad on behalf of your business.

  • Track online conversions. You can add a pixel to track website conversions. The Facebook pixel is a piece of JavaScript code for your website that enables you to measure, optimize and build audiences for your ad campaigns. Using the Facebook pixel, you can leverage the actions people take on your website across devices to inform more effective Facebook advertising campaigns. Want to learn more? Check out the Facebook Pixel Implementation Guide

  • Track offline conversions. Our offline conversion measurement solution allows you to track when transactions occur in your physical retail store and other offline channels (ex: orders made over the phone) after people see or engage with your Facebook ad. By matching transaction data from your customer database or point-of-sale system to ads reporting, you can better understand the effectiveness of your advertising. Get started with offline tracking.

  • Place your order.

For more information on how to buy Instagram Ads, enroll in the How to Buy Instagram Ads Blueprint eLearning course.