The Elements Of A Perfect Instagram Ad


Kevin Urrutia




January 23, 2022

While it’s not essential to invest in paid ads on Instagram — the platform offers plenty of ways to connect with audiences organically — it’s something worth investing in if your budget can stretch that far.

The best ads require time, effort, and iterations to improve them. Consequently, if you’re considering investing in an Instagram ad in 2020, it’s worth doing your research first.

With that, read on to discover the elements of a perfect Instagram ad.

Craft careful, compelling copy that hooks

The best Instagram ads are personal rather than salesy. Instead of going for the hard sell and pushing your brand or product to your customers aggressively, adopt a friendly, informal tone that speaks to your followers as people rather than sales opportunities.

In technical terms, bear in mind that Instagram automatically trims copy over a certain character length. This means your first line needs to have a compelling hook that encourages your audience to click the See More button to view the rest of your ad copy.

AdParlor is a useful tool that’s worth using here. It lets you test each element of your ad, but also shows how your copy looks on the platform too. 90 characters is optimum, but if you need to extend your copy, test it on AdParlor before publishing.

Finally, find a call-to-action (CTA) that suits your ad goals. Instagram provides a number of preset CTAs for you to choose from which will help guide your audience to your desired goals.

Ensure your visuals are attractive and relevant

It goes without saying that Instagram is a platform that places great importance on the power of visuals. Naturally, your ad should reflect that importance and offer high-quality aesthetics to grab your audience.

A strong headline and compelling copy only go so far when it comes to hooking audiences, so take the time to find the best visual content that meets your ad’s goals.

The key here is to blend top-quality visuals with relevancy — if your image doesn’t suit the tone and style of your ad copy (and the landing page that it leads to), then you’ll put prospective leads off.

Your ad forms part of your wider Instagram strategy

Your Instagram ads should not act separately to your organic Instagram strategy. Even if your target audience does not click-through on your ad, they will become aware of your brand and your product or service.

Consequently, it’s worth ensuring that the rest of your Instagram profile and feed are up-to-scratch too.

Your Instagram bio, for instance, is a good way to communicate more about your brand. Populate it with a few lines about your business values and USP, and complete all provided fields to deliver maximum value to curious users interested in your brand.

The same applies to your feed in general too. Don’t let a few poor-quality posts compromise the value of your feed. Ensure your feed looks good, both as individual posts and in grid view — this will sway prospective customers when it comes to converting with your brand, so it’s worth getting on-point.

Employ targeting to show your ads to the right people

No Instagram ad strategy would be complete without the use of targeting. Every good social platform lets you target your paid ads to certain customer demographics, marketing your brand, product, or service to those individuals who are most likely to engage and convert.

As Instagram is owned by Facebook, it offers the same comprehensive targeting as its parent company. This means you can break down your

It’s worth considering showing different ad types to each different audience segment too. For instance, let’s say you have two target customers types: one type who are interested in soccer, and another who enjoy cooking. You might show one ad that focuses on elements of the former, while the latter is more tailored towards chefs or amateur home cooks.

Look to split-testing to fine-tune your ad strategy

No Instagram ad is perfect from the point of creation. Look at any brand’s strategy, and you’ll find ads that have been tested, amended, and tested again. This process is best conducted through A/B or split-testing.

Split-testing involves the creation of two disparate ads, with each one containing different variables. This include elements such as different copy, visuals, headlines, and so on. One ad might use a graphic, for instance, while another might use a video.

Each ad’s performance is tracked and measured according to the campaign’s desired goals. You can then identify which elements have the most impact and adjust your ad strategy accordingly.


It takes time and effort to create the perfect Instagram ad. The above tips should give you enough inspiration to start crafting your own, so you can start enjoying the benefits of a paid ad strategy in 2020 and beyond.

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