Instagram advertising, explained by experts: objectives, sizes, budgets and tracking
Instagram advertising works when four things are right: the campaign objective, ad sizes that fit each placement, a budget that lets Meta learn, and tracking that shows real results. Plan yours with the tools below, then use the guides to set each part up.
Instagram ad results planner
Estimate what a monthly Instagram advertising budget buys, from views to results. The numbers filled in are examples only, not benchmarks. After a week of ads, replace them with the figures from your own Ads Manager.
Learning phase budget check
Meta suggests setting up each ad set to get about 50 of the results it is aiming for within 7 days. This shows the daily budget that takes.
Ad size finder
Guides
Short, practical guides. Start with the one that matches your question.
Choose the right objective
Six objectives, one table, which to pick.
Sizes and placements
Ratios, pixel sizes and Reels safe zones.
Budget and learning phase
Minimums, daily budgets and the 50-results rule.
Tracking: Pixel and CAPI
Pixel, Conversions API and deduplication.
Hiring an expert
Ten questions that separate experts from guessers.
Frequently asked questions
How much does Instagram advertising cost?
You set the budget. Meta's help center suggests at least USD 1 a day per ad set for impression-based billing, but an ad set learns best with about 50 results in 7 days, so the useful budget depends on your cost per result.
What size should Instagram ads be?
4:5 at 1080 x 1350 pixels for Feed, and 9:16 for Stories and Reels (1080 x 1920 for Stories).
Which objective should I choose?
The one closest to the result you can measure: Leads for enquiries, Sales for online purchases, Traffic for visits, Awareness for reach.
Do I need the Meta Pixel?
Yes, if you advertise a website. Meta recommends using the Pixel and the Conversions API together, sending the same events through both.
Are Instagram ads run from Instagram or Facebook?
Both work. Boosting a post happens in the Instagram app; full campaigns are built in Meta Ads Manager, which runs ads on Instagram and Facebook.
Want an expert to look at your Instagram ads?
We review Instagram ad accounts at no cost: objective, tracking, budget and creative, in plain English.