HOW TO ADVERTSIE ON INSTAGRAM

At Lillian Purge, we specialise in Local SEO Services and have developed a practical guide on How to Advertise on Instagram to help you set up, launch, and track ads that deliver real results for your brand.

Instagram is one of the most powerful platforms for digital marketing, with over a billion active users globally and strong engagement rates compared to other social channels. It’s particularly valuable for businesses looking to reach audiences visually through photos, short videos, and stories.

Advertising on Instagram allows you to showcase your brand to highly targeted users based on demographics, interests, and behaviours. Whether you’re a local business or an ecommerce brand, it helps increase awareness, traffic, and sales while complementing your SEO efforts.

How Instagram Ads Work

Instagram ads are managed through Meta Ads Manager, the same platform used for Facebook advertising. This means you can run campaigns across both platforms simultaneously, using shared targeting, budget, and analytics tools.

When you create an Instagram ad, you choose an objective such as brand awareness, website traffic, or conversions. Meta’s algorithm then delivers your ad to people most likely to complete that objective, based on audience targeting and campaign settings.

Types of Instagram Ads

Instagram offers several ad formats, each suited to different marketing goals:

Image ads
Single photos that promote a product, service, or message. Ideal for simple, focused campaigns.

Video ads
Short videos that tell a story or demonstrate a product. These are effective for engagement and showcasing brand personality.

Carousel ads
Multiple images or videos that users can swipe through. Perfect for displaying product ranges or step-by-step visuals.

Story ads
Full-screen vertical ads that appear between users’ Instagram Stories. They feel natural and immersive.

Reels ads
Short, entertaining videos that appear in the Reels feed. Great for reaching younger audiences.

Collection ads
Combine images and videos with product catalogues, allowing users to browse and purchase directly from the ad.

Each format can be customised with captions, hashtags, calls to action, and destination links to drive specific results.

Setting Up an Instagram Ad Step by Step

1. Create a Meta Business Account

Before you can advertise on Instagram, set up a Meta Business Suite account. Link your Instagram profile and Facebook Page to manage ads from one dashboard.

2. Go to Meta Ads Manager

Access Ads Manager through your Meta Business Suite. Click “Create” to start a new campaign.

3. Choose a Campaign Objective

Select the goal that best aligns with your marketing aims. Options include:

  • Awareness (for brand exposure)

  • Traffic (to send users to your website)

  • Engagement (to boost interactions)

  • Leads (to collect customer information)

  • Sales (to drive purchases)

Each objective determines how Meta’s algorithm optimises delivery.

4. Define Your Audience

Instagram’s targeting options are one of its biggest strengths. You can define audiences based on:

  • Location (useful for local SEO and nearby customers)

  • Age and gender

  • Interests and behaviours

  • Lookalike audiences (people similar to your existing customers)

  • Custom audiences (upload customer data or retarget website visitors)

Precise targeting ensures your ads reach people who are genuinely interested in your products or services.

5. Set Your Budget and Schedule

Choose between a daily or lifetime budget depending on how long you want your campaign to run. Start small, monitor performance, and adjust over time. You can schedule ads to appear continuously or at specific times of day.

6. Choose Your Ad Placement

You can allow Meta to automatically place your ads across Instagram and Facebook or manually choose where they appear. Common placements include:

  • Instagram Feed

  • Instagram Stories

  • Instagram Reels

  • Explore tab

Automatic placement works well for most campaigns, but if your content is specifically designed for one format, choose placements manually.

7. Create Your Ad Content

Upload your image or video, add a compelling caption, and include a clear call to action such as “Shop Now”, “Learn More”, or “Contact Us”.

Tips for strong creative content:

  • Use high-resolution visuals that align with your brand.

  • Keep text short and impactful.

  • Use hashtags relevant to your audience and product.

  • Include your logo subtly for brand recognition.

8. Publish and Monitor Performance

Once you’re happy with your ad, click “Publish”. After approval, your ad will go live on Instagram.

Monitor performance through Ads Manager, focusing on metrics such as reach, engagement, cost per click, and conversions. Analysing this data helps you refine future campaigns for better results.

Best Practices for Instagram Advertising

Focus on visual storytelling
Instagram is a visual-first platform. Use imagery that tells a story or evokes emotion rather than generic product photos.

Test different creatives
Run A/B tests with variations of your ad visuals and text to see which performs better.

Leverage user-generated content
Encourage satisfied customers to share their experiences and feature their content in ads to build trust.

Keep branding consistent
Ensure your profile, ads, and landing pages share a unified look and message. This strengthens recognition and professionalism.

Optimise for mobile users
Since most Instagram users access the app on mobile devices, ensure your visuals and landing pages load quickly and display properly on small screens.

Use retargeting ads
Retarget people who visited your website but didn’t convert. Showing them products they viewed increases conversion rates significantly.

Monitor comments and engagement
Respond to questions and feedback promptly. Engaging with users under your ads shows authenticity and helps build relationships.

Measuring Success on Instagram Ads

Tracking performance is crucial to ensuring your investment pays off. In Meta Ads Manager, review:

  • Impressions and reach: How many people saw your ad.

  • Click-through rate (CTR): How many users clicked your link.

  • Conversion rate: How many completed the desired action.

  • Cost per result: The cost for each conversion, click, or view.

For ecommerce businesses, connect your Meta pixel or conversion API to track actions such as purchases or sign-ups directly from your website.

Common Mistakes to Avoid

  • Targeting audiences that are too broad or irrelevant.

  • Using poor-quality images or videos.

  • Ignoring analytics and continuing underperforming campaigns.

  • Not aligning ads with landing page content.

  • Overusing text in visuals, which can reduce engagement.

By avoiding these mistakes, you can maintain a positive return on ad spend and a better user experience.

The Role of Instagram Ads in Local SEO

Instagram ads can support local SEO by driving awareness among nearby customers. When paired with geo-targeting, businesses can show ads to users within specific postcodes or towns. This approach helps generate direct visits, calls, and conversions from people who are likely to become loyal customers.

For local businesses, including location-based hashtags and consistent address details across profiles reinforces both social and search visibility.

Final Thoughts

Advertising on Instagram offers an excellent opportunity to reach a highly engaged audience and grow your brand. With the right targeting, creative strategy, and regular performance analysis, it can become one of your most profitable digital marketing channels.

Whether you’re looking to increase footfall locally or scale online sales, Instagram advertising provides the reach, flexibility, and insight needed to succeed.

We have also written in depth articles on How Much Does it Cost to Advertise on Instagram and How to Advertise on Instagram for Free as well as our Instagram Hub to give you further guidance.