Instagram Ads: Reels, Stories and Feed
Instagram ads are bought in Meta Ads Manager, the same as Facebook ads. What differs is the setting: full-screen vertical video in Reels and Stories, a visual feed, and an audience that expects polished but native content. Ads that look like posts do better than ads that look like ads.
How do Instagram ads work?
You create them in Meta Ads Manager and choose Instagram placements, or let Advantage+ placements decide. Ads appear in Reels, Stories, the main Feed, Explore and profile feeds, each labelled Sponsored. You need an Instagram professional account linked to your Facebook Page.
Which Instagram placement should you use?
| Placement | Format | Good for |
|---|---|---|
| Reels | 9:16 video, sound on | Reach, discovery, product demos |
| Stories | 9:16 image or video, tap through | Offers, events, retargeting |
| Feed | 4:5 or 1:1 image, video, carousel | Detail, carousels, social proof |
| Explore | Feed-style creative | Interest-led discovery |
Supply a vertical 9:16 version and a 4:5 version of each ad so every placement shows a good crop.
What makes an Instagram ad work?
- The first second shows the problem, the product or a face.
- Captions on screen, since many people watch without sound.
- A creator or founder talking to camera often beats a polished brand video.
- Text kept out of the bottom and top 14% where the interface covers it.
- One action: shop, sign up, download or book.
More on angles and testing in Meta ad creative.
Do Instagram ads work for B2B?
For founder-led and visual B2B brands, yes. Short clips of the product solving one problem, customer stories and templates perform well. Use Instagram to retarget site visitors with proof, and to collect leads with instant forms. For job-title reach, pair it with LinkedIn ad formats.
Make it look like it belongs.
People skip anything that looks like a TV ad. Make the ad feel like a good post from a real person.
How do you launch Instagram ads?
- Switch Instagram to a professional account and link it to your Facebook Page.
- Make each ad in 9:16 and 4:5.
- Create the campaign in Ads Manager with Advantage+ placements.
- Preview every placement before publishing.
- Check results by placement after a week, without turning placements off too early.
Frequently asked questions
How do I run Instagram ads?
Link an Instagram professional account to your Facebook Page and create the campaign in Meta Ads Manager.
What size should Instagram ads be?
9:16 for Reels and Stories, and 4:5 or 1:1 for Feed.
Are Instagram ads better than Facebook ads?
Neither is always better. Let Advantage+ placements shift budget to what performs.
Should I boost posts or use Ads Manager?
Use Ads Manager when you want objectives, conversion tracking and testing.
Do Instagram ads work for B2B?
For visual or founder-led B2B brands, often yes, especially for retargeting and lead forms.
Do Instagram ads need sound?
Reels are often watched with sound, but add captions so the ad works muted too.