You’re not the only one wondering how to begin running Instagram ads. Many small business owners and independent contractors learn about the potential of Instagram ads, but if they lack the necessary funds or are not fully informed, they are unsure of how to get started.
Thus, let’s dissect it in detail. Whether you’re running a cozy little coffee shop or offering SEO services from home, Instagram ads can help you reach more people and build real visibility for your brand. And the best part? You don’t need to be a marketing expert to get started.
Why Bother With Instagram Ads?
Instagram is huge. Like, over two billion users is huge. And unlike some other platforms, people actually engage here. They scroll, they like, they click, and if you play your cards right, they can turn into paying customers.
It’s a great tool for businesses that want to show off products, services, or even their personality. And because Instagram ads are run through Meta (formerly Facebook), you get access to a super detailed ad system that lets you target the exact type of people you want to reach. That could mean folks looking for a local SEO expert in your city, or people who are into small business tools and tips.
Step 1: Make sure you have the right type of Instagram account
Before running ads, you will need to switch your Instagram profile to a company account or creator (if you have not done it yet).
To do that:
- Open your Instagram app
- Go to your profile
- Tap the three lines in the top corner and head into settings
- Look for “Account” and then tap “Switch to Professional Account.”
Pick “Business” if you’re promoting a service or company. It gives you access to analytics, ad tools, and contact buttons, all useful stuff.
Step 2: Connect to Facebook (Yep, Still Needed)
This is one of those behind-the-scenes steps that trips people up. Even if you’re only planning to advertise on Instagram, your ads will still run through Facebook’s ad system.
So you’ll need to link your Instagram account to a Facebook Page. If you don’t have one, it’s easy to create. Once this happens, go to the Meta Advertising Manager to start installing your campaigns.
Step 3: What’s Your Goal?
Each ad must have a purpose. Before you press this “Create” button, think about what you want your ad to do. Are you trying to make more people visit your site? Do you want to promote a specific product? You may be trying to collect emails or get more followers.
Meta gives you a list of objectives to choose from, like:
- Awareness (great if you’re new and just want eyeballs)
- Traffic (if you want clicks to your site)
- Engagement (likes, comments, shares)
- Leads (collecting contact info)
- Sales or conversions (for products or bookings)
Let’s say you’re offering local SEO services. You might start with either Traffic (to bring people to your site) or Leads (to collect emails or booking requests).
Step 4: Pick Your Audience
This is where Instagram ads shine. You can target people by:
- Age
- Gender
- Location (down to the zip code)
- Interests (like “digital marketing” or “coffee shops”)
- Job titles
- Life events (new owners, small business owners, etc.)
If you are doing local SEO for small businesses, for example, you should show your ad to people in your area who run stores, restaurants, or freelancing services.
Step 5: What Should Your Ad Look Like?
Instagram is all about visuals, so your ad needs to look good, whether a single image, a short video, or a carousel with multiple slides.
You do not need sophisticated equipment.. Your phone and decent lighting will do the job. Just focus on making it eye-catching. Some quick tips:
- Use bright, clean visuals
- Keep any text short and punchy
- Show your product or service in use
- If it’s a video, try keeping it below 30 seconds
Even if you are promoting something like SEO services, think about what you can show visually-like one before and after a Google ranking or a small step-by-step of your audit process.
Step 6: Write a Simple, Clear Caption
Your ad caption is where you explain what you are offering and why someone should care. You don’t have to write a romance. Just be clear and conversational.
Start with a hook or question, explain what you are offering, and finish with a call to action (like “click on the link in our biography” or “Send a message to start”).
Example for a local SEO service:
“Want your business to show up at the top of Google? 📍 We help local businesses rank higher and get found faster. Book a free audit today, DM us, or click the link in our bio!”
Step 7: Set Your Budget
Instagram ads do not need to break the bank. You can run ads for just a few dollars a day. If you are just testing the waters, start small – maybe $ 5 or $ 10 a day – and see how it comes out.
You can choose a daily budget or a total (lifelong) budget. Daily budgets are great for testing. If something’s working, you can always increase it later.
Step 8: Choose Your Ad Format
You’ve got a few options here:
- Image ads: A single photo with a caption
- Video ads: Short videos (less than a minute)
- Carousel ads: Multiple images/videos that users can swipe through
- Story ads: Full-screen vertical ads that show between people’s Stories
- Reels ads: These show up in the Reels feed, perfect for fun, fast-paced content
If you’re new, start simple. A clean image with a clear message often performs better than something over-designed.
Step 9: Keep an Eye on Your Results
Once your ad is live, check in on how it’s doing. In Ads Manager, you’ll see data like:
- Reach (how many people saw it)
- Clicks
- Cost per click (CPC)
- Conversions or leads
If something isn’t working, that’s okay! Adjust the audience, change your creative, or try a different call-to-action. Testing is part of the process.
Bonus: Combine Instagram Ads with Local SEO
Here’s something a lot of small business owners miss: Instagram ads and local SEO actually work really well together.
Your ad may get someone’s attention, but what happens when they search your business on Google later? If your site is optimized for local SEO – how to appear on local map packages, with your location information correctly and using the right keywords – it is much more likely to find and trust you.
So while you are running ads, make sure your site is also optimized. If you offer an SEO service, this is a great upsell: “Run ads and fix your visibility in search.”
Final Thoughts
Starting with Instagram ads doesn’t have to be intimidating. Take one step at a time. Focus on clear visuals, simple messages, and testing small budgets.
And remember, combining Instagram ads with good local SEO can help you create a marketing strategy that works both now and in the long run. You get immediate eyeballs from the ads and long-term visibility from search engines.
Got questions about getting started or how to target the right audience? Drop them in the comments or feel free to message me. Always happy to help!
