Follow these steps to create an Instagram Ad through the Ad Manager interface. The process is streamlined to ensure you can effectively manage your ads across Facebook and Instagram, achieving a comprehensive marketing strategy.
Creating an Instagram Ad Campaign #
On the Ad Manager home page, click the Create Campaign button to begin setting up your Meta Ad campaign. Select Meta as your platform, then click Next. Choose whether to create the campaign from scratch or use an existing template. In this guide, we focus on starting a campaign from scratch.
Begin by assigning a unique and descriptive name for your campaign.
Objective #
The first step in building a Facebook and Instagram Ads campaign is selecting a goal that aligns with your business or brand objectives. Whether your goal is lead generation or website traffic, Ad Manager provides the tools to achieve it. For lead generation, you can integrate Facebook forms, either creating new ones or using existing forms. If your objective is website traffic, you can drive visitors directly to your landing page.
📌 Note: Special considerations apply for campaigns related to employment, housing, credit, politics, and online gaming or gambling. Select an appropriate category from the list to comply with local laws and regulations for a smooth campaign review if your ad falls under special categories.
Switch to the Ad Set tab.
Setting an Ad Set #
Select Your Facebook Page #
Choose the Facebook page you want to use for the ad campaign. By default, your Facebook page is selected, though you have the option to change it.
Choose Your Instagram Account #
If your Facebook page is already connected to an Instagram account, that Instagram account is automatically selected to publish your ad campaign.
Conversion Location #
Choose where you want people to submit their details, which determines how and where leads are collected.
Placements #
Placements determine where your ads appear. You can opt for automatic placements, which maximize results across default placements based on your budget, or manual placements, where you select the specific locations for your ads to ensure brand safety and optimization. In the manual placement section, you will see all available placements. If you choose Auto placements, all Instagram options are automatically selected.
Budget #
Specify the average amount you wish to spend by choosing either a daily or lifetime budget. The charges are billed to the card associated with your Meta Ad account.
Audience #
Narrow down your target audience with these controls:
- Geography: Tailor your campaign to specific locations or exclude certain areas within a country or state. Selecting a broader geographic area can enhance campaign performance.
- Optional Settings: Further refine your campaign with specific options for interest, gender, language, and age group within the Target Interests section. You can select up to 15 lookalike audiences from the dropdown, or up to 15 retargeting audiences from the Retargeting dropdown.
Creating the Ad #
Select the form or enter the destination URL you want leads to engage with.
Content #
Craft compelling ads by adding primary text (recommended 125 characters) and rich media such as images (up to 30MB) or videos (up to 1GB). You can also enable Multi-Advertiser Ads, a format that lets multiple advertisers display products or services within a single ad space.
Add a CTA button, such as “Buy Now,” from the Select Button dropdown. Upload a single image or video by selecting the Single option within the Media Type section. The carousel option enables you to upload a combination of images or videos for a more dynamic and engaging experience. A headline is required for each image, with validations to alert you if one is missing. Each media item has a separate headline and description. You may also add a description (recommended up to 30 characters) for additional context.
When the carousel option is selected, each uploaded image can be reordered to match the desired display sequence. The details of each image are visible on the preview screen, and selecting an image on the left reflects it in the preview on the right, allowing you to review and adjust before finalizing the ad.
Once all configurations are complete, click Publish to launch your ad across both Facebook and Instagram.
Important Notes #
- Only one Instagram account can be linked to a Facebook page at any given time. To connect a different Instagram account, first disconnect the existing Instagram account from the Meta platform.
- Connecting or disconnecting an Instagram account from a Facebook page must be completed directly on the Meta platform. Once done, return to Ad Manager to proceed with your campaign setup using the newly connected Instagram account.
Frequently Asked Questions #
Do I need a separate flow to create an Instagram ad? #
No. Instagram ads are created through the same Meta campaign flow in Ad Manager. Selecting a Facebook page connected to an Instagram account lets your ad run across both platforms.
How is my Instagram account selected for the ad? #
If your chosen Facebook page is already connected to an Instagram account, that account is automatically selected to publish your campaign.
How do I connect a different Instagram account? #
Only one Instagram account can be linked to a Facebook page at a time. Disconnect the existing account on the Meta platform first, then return to Ad Manager to use the newly connected account.
What placements are used for Instagram ads? #
You can choose manual placements to select specific locations, or Auto placements, which automatically select all Instagram options based on your budget.
What media can I upload for an Instagram ad? #
You can upload images up to 30MB or videos up to 1GB, using either a Single media item or a Carousel of multiple items, each with its own headline and optional description.
Where will charges for my Instagram ad be billed? #
Charges are billed to the card associated with your Meta Ad account, based on the daily or lifetime budget you set.
