Create Instagram Ads: Step-by-Step Guide for 2025

Instagram stands as one of the world’s biggest social platforms. Owned by Facebook’s parent company Meta, it gives brands the space to create Instagram Ads and build strong marketing campaigns that connect with real audiences.

With more than a billion users scrolling daily, Instagram ranks second only to Facebook in user engagement. Around 71% of these users are under 35, making it the perfect ground for advertisers looking to create Instagram Ads that reach young, active audiences.

In this guide by RecurPost, a trusted social media scheduler, you’ll learn how to create Instagram Ads that boost reach and visibility, helping your brand grow across the platform.

What are Instagram Ads?

Scheduling Instagram posts is the method through which businesses have their sponsored content appear in the feeds or stories of other people on the platform.

Every sponsored post carries a small “Sponsored” tag and can include buttons that guide users to a website, product page, or Instagram profile.

When you create Instagram Ads, you can pick formats that suit your campaign—single images, carousels, story clips, or video ads.

You can create Instagram Ads for different goals depending on your audience and purpose.

• Influencers create Instagram Ads to gain followers, boost engagement, and grow profile visibility across reels and stories.
• Businesses create Instagram Ads that send viewers directly to websites or product pages, helping convert clicks into customers.
• Freelancers and creators create Instagram Ads, often through story placements, to showcase work and attract hiring opportunities.
• Content creators create Instagram Ads to share their work widely and gain returning subscribers or viewers.

Over 200 million users visit a business profile daily, and nearly 60% discover new products through Instagram sponsored content and ads.

Roughly 90% of users follow at least one business account, showing how strong branded presence can be when you create Instagram Ads

That’s great news if your goal is to reach new audiences and increase sales through well-planned Instagram ad campaigns.

Your target audience determines how well your Instagram Ads perform and whether this platform suits your marketing goals.

Instagram Ads – Judging by the Demographics

Whether you should create Instagram Ads depends on your audience, brand goals, and how well your content fits the platform’s visual style.

Instagram draws a younger crowd, mainly between 18–29 years. Many successful brands create Instagram Ads that appeal to this demographic through visuals and storytelling.

Based on Instagram’s current stats:

• 55% fall under the age range of 18-29
• 28% fall under the age range of 30-49
• 11% fall under the age range of 50-64
• Only 4% are above 65.

These numbers show Instagram’s strength among younger adults. When you create Instagram Ads, design them to grab attention fast with bold visuals and short copy.

Visual and colorful ad content performs best. Your Instagram Ads should stay lively, simple, and aligned with your brand’s tone.

Brands targeting older demographics can still benefit from Instagram as user demographics expand, creating more opportunities across all age groups.

Current young adult users will age while remaining on the platform, gradually increasing the adult demographic percentage on Instagram.

User interests evolve as they age, giving brands that establish a presence early an advantage in these shifting demographics.

Read More: How to Download or Save Instagram Videos Quickly in Simple Ways?

How Ads Work on Instagram?

How Ads Work on Instagram?

Instagram ads run through Meta’s ad system, allowing brands to create Instagram Ads that reach audiences by following Instagram ad guidelines. Here’s how the process works:

• Ad Targeting: When you create Instagram Ads, you can choose audiences based on age, interests, location, and user behavior. Meta’s system uses smart learning to improve delivery and reach.
• Ad Formats: You can create Instagram Ads in various formats like Feed, Stories, Reels, Explore, and Shopping. Options include single-image, video, carousel, and product ads that suit different campaign goals.
• Bidding & Budgeting: Advertisers set daily or lifetime budgets. Instagram’s auction system compares ads based on bids, relevance, and user engagement levels.
• Performance Tracking: Through Meta Ads Manager, you can track impressions, clicks, and conversions. These insights help you refine your campaign and create Instagram Ads that perform better over time.
• Call-to-Action (CTA): Each ad includes buttons like “Shop Now,” “Sign Up,” or “Learn More,” prompting direct audience responses.

Instagram Ad Costs and Pricing

Understanding the cost to create Instagram Ads helps you manage your marketing budget wisely. The cost changes based on several factors:

• Average Cost Range: Instagram ads usually range from $0.50–$1.00 per click and $5–$7 per 1,000 impressions, depending on audience size and competition.
• Bidding Models: Instagram offers cost-per-click (CPC), cost-per-impression (CPM), and cost-per-action (CPA) pricing models.
• Factors Affecting Cost: Your ad costs depend on your target audience, industry competition, ad placement, time of year, and ad quality score.
• Minimum Budget: You can start with as little as $1 daily, though most successful campaigns to create Instagram Ads run between $5 and $10 per day.
• Seasonal Variations: Costs rise during holidays and big sales events as more advertisers compete for ad space.

Instagram ads bring strong returns with higher engagement than most networks. Start small to test, then scale your Instagram ad campaign based on results.

Instagram Ad Guidelines and Policies

Instagram enforces ad guidelines to maintain quality and user experience. Following these rules helps you create Instagram Ads without rejections or account issues:

Prohibited Industries: Some industries face additional restrictions or are prohibited from advertising, including gambling, alcohol (in some regions), pharmaceuticals, and cryptocurrency.

Content Restrictions: Instagram rejects ads with adult themes, profanity, political controversy, misleading messages, or illegal product promotions.

Image Requirements: Use minimal text (under 20%) and clear visuals. The best image size to create Instagram Ads is 1080×1080 pixels for feed posts. Avoid any copyright material.

Video Specifications: Videos can run from 1–120 seconds, depending on placement. Keep aspect ratios 1:1 for feeds, 9:16 for stories, and file sizes below 4GB.

Text Limits: Headlines should stay under 40 characters, main text under 125, and descriptions under 30. These limits keep your Instagram Ads neat and readable.

Restricted Categories: Ads for gambling, alcohol (in some areas), pharma, and cryptocurrency face strict limits or bans. Review Meta’s policies before you create Instagram Ads for these sectors.

Landing Page Rules: The linked page must match the ad content, load fast, and comply with Meta’s standards for a smooth user experience.

• Ad Targeting: Advertisers define their audience based on location, age, interests, behaviors, and past interactions. Instagram also uses AI to optimize delivery.
• Ad Formats: Businesses run ad for Instagram in different formats, including Feed, Stories, Reels, Explore, and Shopping. Popular options include single-image ads, videos, carousels, and Instagram product ads.
• Bidding & Budgeting: Advertisers set a daily or lifetime budget. Instagram uses an auction system where ads compete based on bid amount, relevance, and engagement potential.
• Performance Tracking: Meta Ads Manager provides insights into impressions, clicks, conversions, and engagement rates, helping businesses adjust strategies. This can help businesses to refine their Instagram campaign.
• Call-to-Action (CTA): Ads include CTAs like “Shop Now,” “Sign Up,” or “Learn More” to encourage user action.

Instagram Ad Costs and Pricing

Understanding Instagram advertising costs helps maximize your marketing budget. Instagram advertising costs vary based on several factors:

• Average Cost Range: $0.50–$1.00 per click, $5–$7 per 1,000 impressions.
• Bidding Models: CPC, CPM, or CPA based on campaign goals.
• Factors Affecting Cost: Audience type, timing, ad quality, and competition.
• Minimum Budget: Start from $1 per day; $5–$10 daily yields better reach.
• Seasonal Variations: Prices rise during holiday or sales periods.

Start with a test campaign, track results, and scale your Instagram Ads gradually for the best ROI.

Instagram Ad Guidelines and Policies

Instagram enforces ad guidelines to maintain quality and trust. Follow these to keep your Instagram Ads approved:

• Content Restrictions: No adult, political, or misleading material.
• Image Size: 1080×1080 pixels, minimal text (<20%).
• Video Length: 1–120 seconds; 1:1 for feeds, 9:16 for stories.
• Text Limitations: Ad headlines are limited to 40 characters, primary text to 125 characters, and descriptions to 30 characters for optimal display.
• Landing Pages: Must match ad content and load fast.
• Restricted Industries: Alcohol, gambling, pharma, and crypto have limitations.

Best Ways to Run Instagram Ads 

There are three main ways to create Instagram Ads that reach your audience effectively.

1. Create Ads Directly on Instagram

Instagram lets you promote feed posts and stories straight from your account. This simple method helps beginners create Instagram Ads quickly.

Step-by-step process to post an ad on Instagram:

1. Switch to a Professional Account: Go to Settings -> Account -> Switch to Professional. A business or creator account is required before you create Instagram Ads.
2. Connect to Facebook: Link your Instagram account to a Facebook Page. This connection is required for most ad placements.
3. Select a Post to Promote: Pick a post from your profile that you want to feature in your Instagram Ad
4. Tap “Promote”: Find and tap the blue “Promote” button right below your post.
5. Set Your Destination: Decide where users go after clicking your ad—your profile, website, or direct messages.
6. Define Your Audience: Choose automatic targeting or build your own audience by age, interests, and location when you create Instagram Ads.
7. Set Budget and Duration: Pick your daily spend and campaign length for your sponsored post.
8. Review and Publish: Check every detail, then tap “Create Promotion” to send your ad for approval.

Ads are usually reviewed within 24 hours. This quick method works for simple promotions, while Ads Manager suits larger or more detailed campaigns.

2. Create Ads from your Facebook Page

Since Instagram is part of Meta, you can create Instagram Ads from your Facebook Page and run them across both platforms at once.

Linking both accounts ensures your Facebook ads also appear on Instagram, reaching a broader audience in one campaign.

This saves time and effort since you manage both platforms from a single setup.

3. Create Ads in Ads Manager

If you’ve used Facebook Ads Manager before, you’ll find Instagram Ad creation works similarly.

It’s a professional Meta tool packed with features that let you create Instagram Ads with advanced targeting and control.

The Meta Ads Manager lets you build Instagram Ads with specific goals, detailed targeting, and complete creative control.

Choose your campaign goal and connect your Instagram profile to your Facebook Page to start creating your ad.

Ads Manager’s advanced tools deserve a dedicated section later in this guide.

Creating Instagram Sponsored Posts

Instagram sponsored posts appear in user feeds with a “Sponsored” label and a call-to-action button. They blend naturally with regular posts while reaching audiences beyond your current followers.

How to make a sponsored post on Instagram:

• Choose the Right Content: Select your best-performing posts—the ones your audience already engages with. High-engagement posts perform better when you create Instagram Ads as sponsored content.
• Select the Format: Use a single image for a simple message or carousel posts to showcase multiple products. When you create Instagram Ads, video formats often bring stronger engagement.
• Write Clear Captions: Keep captions short with a direct call-to-action. Phrases like “Swipe up” or “Tap to shop” often boost interaction.
• Add Relevant Hashtags: Add 3–5 targeted hashtags to extend your post’s reach, even when it runs as sponsored content.
• Select Your CTA: Use Instagram’s preset buttons such as “Shop Now,” “Learn More,” or “Sign Up” based on your campaign goals.
• Target Precisely: Define your audience by demographics, interests, or behaviors. You can also use lookalike audiences that mirror your existing customer base.

How to Create Instagram Ads with Ads Manager in 3 Steps

Ads Manager helps you create Instagram Ads by setting goals and priorities through a simple, structured process.

Here’s a detailed description of how to create Instagram ADs with Ad Manager

Step 1: Set your marketing objective

Brand awareness:

This shows your ads to users likely to notice and engage. When you create Instagram Ads under this goal, it builds brand visibility, followers, and sales.

Reach:

Choose this to show your Instagram Ads to as many people as possible and boost audience exposure.

Traffic:

This sends people to websites, apps, or landing pages. Use it when you want more visits, downloads, or sales. (Tip: strong content can turn that traffic into loyal Instagram followers who engage with your brand.)

Engagement:

When you create Instagram Ads with engagement goals, they drive likes, comments, views, and shares—great for creators and small businesses aiming to grow visibility.

App Installs:

New on Google Play Store or Apple App Store? This objective suits you. This objective directs people to your app page for downloads.

Video Views:

Choose this goal to increase video ad plays and boost watch time. Ideal for creators running Instagram video ads.

Lead Generation:

This goal collects contact details from interested users. You can reach them later through emails or personalized marketing campaigns.

Messages:

Encourage users to chat with you on Messenger or Instagram Direct. It helps build stronger customer relationships.

Conversions:

This goal drives actions like purchases or sign-ups. When you create Instagram Ads for this, you can track results through Meta Pixel or app events.

You can then track these Instagram conversions using the Facebook pixel or app events.

Catalogue Sales:

Use this when you want to show your full product catalog. It displays items to people most likely to purchase.

Store Traffic:

Choose this goal to bring customers to your physical store through Instagram Ads with location targeting.

Step 2: Setting up the ad set

Ad sets let you adjust many campaign details. After choosing your Facebook Page, define who will see your Instagram Ads based on:

• age
• gender
• location
• interests and behaviors
• languages spoken

Next, choose where your ads will appear. Select your Instagram account for display to connect directly with your audience.

In the Placements section, click Manual Placements and check Instagram as one of the platforms where you want to create Instagram Ads.

Then, set your budget, daily spend, and campaign duration before moving forward.

Finally, connect your Instagram account to sync all ad activities with your business page.

Step 3: Giving your ad an Identity

In the Identity section, click Add an Instagram Account and log in through the pop-up window to verify your identity.

Once your account is connected, the setup is almost complete.

Choose your preferred ad format—single image, carousel, or video—and upload your media files.

Enter your payment details to finalize your Instagram ad creation process.

You’ve now learned how to create Instagram Ads from start to finish using Meta Ads Manager.

Need extra guidance on captions or campaigns? Check out RecurPost’s self-help guides packed with tutorials on how to create Instagram Ads and write catchy captions.(Click Here)

Read “The Complete Guide on how to use Instagram for business” to learn more. Try creative filters that make your profile stand out. Instagram filters that you can use to improve your profile and advance your company with lots of originality and creativity. To make the most out of Instagram and effectively manage your campaigns, consider utilizing tools like RecurPost’s Instagram scheduler to streamline your social media efforts.

Frequently Asked Questions

Shalini Nagar

Shalini Nagar is an experienced content writer with a proven track record of creating diverse and engaging content across various formats. With years of expertise in crafting blogs, articles, she excels at delivering compelling narratives tailored to different audiences.