How Instagram Ads Work and Where They Appear

Meta says you create Instagram ads the same way you create Facebook ads. An Instagram ad is a Meta ad shown in one of Instagram’s placements, and it can run there even if you built it on Facebook. Meta says its delivery system works best with more people to choose from, so it recommends running on Facebook and Instagram together. You can still restrict an ad set to Instagram only.

Where can your ads appear on Instagram?

Meta’s placement list includes these Instagram spots:

Placement	Where the ad shows
Instagram feed	The home feed in the app, on desktop and on mobile web
Instagram profile feed	The feed view of public profiles of people 18 and up
Instagram Explore home	A tile in the Explore grid
Instagram Stories	People’s stories, in the app and on desktop and mobile web
Instagram Reels	The Reels tab, in the app and on desktop and mobile web
Instagram search results	Results after someone types a keyword in the search bar

Every Instagram ad carries an “Ad” label. Meta’s formats page says it may show a call-to-action button below the image, and your caption may also appear below the image.

What do you need before you advertise on Instagram?

Meta’s placement article lists three requirements: an Instagram account as the face of your ads, images and videos that meet the Feed or Stories requirements, and an objective that can use Instagram. You connect the account through your business portfolio or your Page settings. Meta’s other Instagram articles add that, if you have no Instagram account, your Facebook Page can act as the voice of your Instagram ads. To boost from Instagram itself, you must first switch to a professional (business or creator) account.

Which ways can you create an Instagram ad?

Meta describes five routes:

1. Boost feed posts, reels, stories and partner content directly in the Instagram app, where audience and placement options are set automatically.
2. Boost from instagram.com in a computer or mobile browser, with the same features as the app.
3. Create ads from a Facebook Page linked to your Instagram professional account.
4. Use Meta Business Suite, which offers some Advantage+ features.
5. Use Meta Ads Manager, the only route Meta says gives you every Advantage+ feature available to you.

Meta notes that an Apple service fee of 30% of your total ad payment may apply when you add funds to your ad account in the Instagram iOS app.

Which objectives can run on Instagram?

Meta’s Ads Manager guide lists the objectives whose ads are eligible for Instagram: Awareness; Engagement with “on your ad”, website or app as the conversion location; Traffic to a website or app; Leads to a website or app; App promotion; and Sales.

How do you run an ad only on Instagram?

1. Create a campaign in Ads Manager with an objective that supports Instagram.
2. Open the placements section of the ad set and select Show more settings.
3. Choose Instagram under platforms.
4. Confirm the Instagram preview appears before you publish.

Meta recommends including all available placements instead, so your ad can run across its platforms.

FAQ

Do I need different creative for Instagram?

Not necessarily. Meta says content that performs well in Facebook Feed generally performs well in Instagram Feed too, though Instagram needs slightly different image and video specs such as aspect ratio. Ads Manager lets you upload different Facebook and Instagram creative within the same ad set.

Are Instagram ads included in Advantage+ placements?

Yes. When you pick an objective that supports Instagram, Meta says your placements automatically include Instagram. Meta recommends Advantage+ placements because they let its delivery system try to make the most of your budget, and it states that adding more placements does not increase the cost of your ad.

Can I see Instagram results separately?

Yes. Meta says Instagram ads use the same reporting tools as Facebook ads, with metrics in Ads Manager at the campaign, ad set and ad levels. Meta’s placement insights article says to use the Breakdown: Placement column to see each placement’s performance, including reach, results and impressions, so you can compare Instagram with your other placements.