To run ads on Instagram through Meta Ads Manager, your Instagram account must be connected to your Meta Business Manager and linked to an active ad account. Without this connection, you can still boost individual posts from within the Instagram app, but you will not have access to the full suite of campaign objectives, audience targeting options, A/B testing, and detailed reporting that Ads Manager provides.
This guide walks you through every step of connecting Instagram to Meta Ads Manager so you can start running professional-level advertising campaigns.
Why It Matters
Meta Ads Manager is the most powerful advertising tool available for Instagram. It gives you access to campaign objectives that go far beyond simple post boosting — things like lead generation, website conversions, video views, catalog sales, and app installs. You can build custom audiences, create lookalike audiences from your customer lists, set precise budget caps, and see detailed breakdowns of how each ad performs by age, gender, placement, and device.
Running ads directly from the Instagram app using the boost button is a limited experience by comparison. For any serious advertising investment, connecting your Instagram account to Ads Manager is essential.
What You Need Before You Start
Your Instagram account must be a Business or Creator account. Personal Instagram accounts cannot be connected to Ads Manager. You need a Meta Business Manager account. If you have not set one up, create one at business.facebook.com. Your Instagram account must be added to your Business Manager. Your Business Manager must have an active ad account. You must have the correct permissions: you need at least Advertiser access to the ad account and access to the Instagram account within Business Manager.
Step-by-Step Guide
Step 1: Add Your Instagram Account to Business Manager
Before you can use Instagram in Ads Manager, the account must be in Business Manager. Go to business.facebook.com → Business Settings → Instagram accounts → Add → Add an Instagram account. Log in with your Instagram credentials and authorize the connection.
If your Instagram account is already in Business Manager, you can skip this step and proceed directly to Step 2.
Step 2: Open Meta Ads Manager
Go to adsmanager.facebook.com in your browser, or access it from the Business Manager menu. Log in with the Facebook account that has access to your Business Manager.
Step 3: Create a New Campaign
Click + Create to start a new campaign. Ads Manager will launch the campaign creation workflow. Choose your campaign objective — for example, Awareness, Traffic, Engagement, Leads, App promotion, or Sales.
Step 4: Configure Your Ad Set
Move to the Ad Set level. Here you will define your audience, budget, schedule, and placements. Under Placements, select Manual placements (rather than Advantage+ placements) so you can specifically see and control Instagram placements.
Step 5: Select Instagram Placements
In the placements section, you will see options for Facebook (Feed, Stories, Reels, etc.) and Instagram (Feed, Stories, Reels, Explore, etc.). Make sure the Instagram options are checked. To run ads only on Instagram, uncheck all Facebook placements.
Step 6: Proceed to the Ad Level
Click Next to move to the Ad level. Here you will select the identity that your ad runs under — meaning which Facebook Page and Instagram account the ad appears to come from.
Step 7: Select Your Instagram Account
In the Identity section at the Ad level, you will see a dropdown for the Instagram account. Select your connected Instagram account. If your Instagram account is not appearing, it means it has not been added to Business Manager or does not have the correct permissions. Go back and complete Step 1.
Step 8: Create Your Ad Creative
Upload your image or video, write your ad copy, and add a call-to-action button. Ads Manager shows you a preview of how your ad will look in different Instagram placements — feed, stories, reels — as you build it. Make sure your creative fits the format requirements for each placement you are targeting.
Step 9: Review and Publish
Review all your settings — campaign objective, audience, budget, placements, and creative. When everything looks correct, click Publish to submit your campaign for Meta's review. Instagram ads are typically reviewed and approved within a few hours.
Common Issues and How to Fix Them
My Instagram account is not appearing in the identity dropdown. This means the Instagram account is not yet connected to your Business Manager, or your user account does not have permission to access it. Go to Business Settings → Instagram accounts and verify the account is there and that you have access.
I see the error "You are not authorized to use this Instagram account." This happens when the Instagram account is in a different Business Manager than your ad account. Both the Instagram account and the ad account must be in the same Business Manager. Move or request access accordingly.
My Instagram placements are not available for the campaign objective I chose. Some campaign objectives do not support all placements. For example, not all objectives support Instagram Stories or Reels placements. Check Meta's current placement availability documentation for the specific objective you are using.
My ad was approved but I cannot see it on Instagram. Ads can take a few hours to start delivering after approval. Also check that your budget is sufficient — very low daily budgets may result in limited or no delivery. Review the Delivery column in Ads Manager for any status messages.
Tips to Get the Most Out of Instagram Advertising
Design creative specifically for each placement. An image that works well in an Instagram Feed may not look right in Stories (which are vertical) or Reels. Create separate creative assets for each placement rather than using one size for everything.
Use Instagram-specific objectives when possible. Objectives like Engagement with Instagram as the placement, or Leads with Instagram lead forms, are optimized for Instagram's specific user behavior and often perform better than generic objectives.
Leverage custom and lookalike audiences. One of Ads Manager's biggest advantages over Instagram boosting is the ability to build precise audiences. Create custom audiences from your customer email list, website visitors (using the Meta Pixel), or video viewers, and then build lookalike audiences to find new people similar to your best customers.
Monitor frequency carefully. Instagram is a personal, visual platform where repeated ad exposure can lead to ad fatigue faster than on other channels. Watch the Frequency metric in Ads Manager and refresh your creative before frequency gets too high.
Frequently Asked Questions
Can I run Instagram ads without a Facebook account?
No. Instagram advertising is managed through Meta Ads Manager, which requires a Facebook account and a Meta Business Manager. There is no way to run ads on Instagram without these Meta components.
Do I need a Facebook Page to run Instagram ads?
Technically, you can run some Instagram ads without a Facebook Page by using only your Instagram account in the identity section. However, having a linked Facebook Page is required for certain campaign types and is strongly recommended for the best experience and full feature access.
How much does it cost to advertise on Instagram?
Instagram ad costs vary widely depending on your audience, industry, objective, and competition. You can start with a very small daily budget (even a few dollars a day) and scale up as you see results. Ads Manager lets you set daily or lifetime budget caps so you never spend more than you intend.
Can I run the same ad on both Facebook and Instagram?
Yes. Ads Manager lets you select placements on both platforms within a single ad set. Meta's system will automatically optimize delivery across your selected placements to achieve the best results within your budget.