A Simple Guide To Creating The Perfect Instagram Ad

A Simple Guide To Creating The Perfect Instagram Ad

Instagram is such a popular network right now, which makes it ideal for promoting your products and services using Instagram ads. In this post I’ll give you a basic guide to creating a high converting Instagram ad.

Step 1: Consider Your Objectives

Step one for creating anything on social media, including Instagram ads, is to consider your objectives. What is it that you want to achieve with your ad? This will make the rest of the process run a little smoother. Instagram promotions offers two main objectives with several call to action button options under each one. The two objectives you’ll initially choose are “Visit your profile or website” and “Call or visit your business”. We’ll go over the call to action button a little later in this post. The other part to setting objectives is to determine what you consider success so you have something to compare to when the ads are completed.

Step 2: Choose Your Format

Instagram ads have several formats you can choose from. Depending on what you’re promoting or how creative you can get will determine which format you choose. Photo ads will allow you to promote one high quality image, video ads allow for videos up to 30 seconds long, and carousel ads allow you to post multiple images to show off your product.

Step 2: Wording and Imagery

When creating your Instagram ads your imagery and captions are really important. Images and videos should be high quality. Lifestyle images tend to work better as they seem more natural. Remember to use one or two hashtags within your captions to enforce a more organic feel to your post.

Step 3: Create a Call to Action

Another important element of your Instagram ad is a call to action! Including a call to action will give your potential customers a push to your website, landing page or action. Besides including a call to action within your caption try the built in buttons available withing the Instagram ad platform. Depending on which objective you choose you’ll be able to choose call to action buttons which include:

  • Get Directions
  • Call Now
  • Learn More
  • Watch More
  • Shop Now
  • Book Now
  • Sign Up
  • Contact Us

With so many options you’ll be sure to find a call to action to fit your ad objectives. Here are a few examples of Instagram ads and the different call to action buttons via Sprout Social.

Step 4: Know Your Audience

Step 4 for a successful Instagram ad campaign is to know your audience. This is crucial to putting your ad in front of relevant users. You’ll be able to create a target audience by choosing age range, location and interests and gender. If you create the ad via the Facebook ad platform (which I recommend) you’ll have the ability to add more keywords and related interests than when launching the promotion via Instagram.

Step 5: Test

Last but not least – test different types of ads until you figure out what works for your audience. Play with different images, switch up wording, caption length and format. Remember that each audience is different and that response can can also fluctuate when it comes to what product or service you’re advertising.

Step 6: Your Landing Page

If you are directing your Instagram ad traffic to your website or landing page make sure all things are in order when your potential customer visits the page. The last thing you want is for people to click through but not convert because of a funky landing page.

Bonus: Work With Influencers/ Use User Generated Content

My last tip for Instagram ads that convert is to work with influencers to create ad content. Users in your target will stop and respond to a familiar face in your images or videos. User generated content can also convert at a higher rate because it will be natural and people love to see their content acknowledged (just remember to ask for permission to use the image or video first).


Now that you have a basic blueprint for creating the perfect Instagram ad, what will you be promoting?

<3 DhariLo


P.S. I’ve created a checklist to help you make sure you’ve got all the elements for the perfect Instagram post. To download the list click the button below


I am a Hubspot Academy course contributor, Social Media Today Expert, and you can find my articles in Social Media Week, Business 2 Community and the AgoraPulse blog.

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