Since launching ads in 2013, we’ve seen a positive response from the community to the products, apps and services advertised on Instagram. And while we didn’t offer direct response ad units at the time, consumers found their own ways to take action from ads. With this demand for action–from both consumers and advertisers–on Instagram, we launched ads dedicated to making it easier for all businesses to drive specific action from consumers.

In addition to running campaigns that drive website clicks and mobile app installs, you can now run campaigns optimized for website conversions. This means you can get people to take a specific action on your website–like submitting a lead or completing a purchase. To help consumers clearly understand the action you want them to take, you can select a call to action button that complements your campaign, such as: Shop Now, Book Now, Learn More, Sign Up, Download, Watch Now, Contact Us, Apply Now.

Now that advertisers can optimize for website conversions on Instagram, businesses are already seeing conversions from their campaigns. Lifestyle fashion company JustFab turned to Instagram to drive sales among new and existing customers. Now that Instagram has the same targeting, creative and measurement capabilities as Facebook, JustFab felt confident that running a website conversion ad on Instagram would produce the same level of success. Through a series of photo ads targeting women 18+, JustFab not only met their goals, but exceeded them with Instagram–driving a 10 to 15% conversion lift over other benchmarks.

Small eCommerce business Easy Canvas Prints turned to Instagram to drive sales of their custom canvas prints during the holiday season. They optimized their photo ads for website conversions, and included a prominent Shop Now call to action button that directed customers to their site–helping drive conversions in a major way.

And online dating service, Match, wanted a way to drive registrations among a new generation of people who are actively dating. Since Match acquires clients primarily on mobile, they decided to run a website conversion campaign on Instagram. During the website conversion campaign, Match increased registration volume by 20%.

If you want to drive conversions on your website, using the website conversion objective is the easiest and most effective way. To create an ad optimized for website conversions, simply select “Increase Conversions on Your Website” when choosing your campaign objective in Facebook’s Ads Manager. From there, you can target your ads and customize the call to action button based on the action you want consumers to take.