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Your Guide to Ad Creation on Facebook & Instagram

4 minutes

by Kade McConville
CEO of EMBARK w/15 years of WordPress experience. Business and Law Graduate. Marathon runner, mental health campaigner & proud dad.

Your Guide to Ad Creation on Facebook & Instagram by EMBARK

With over 2 billion active users, Facebook and Instagram are two of the world’s most popular social media platforms. For businesses, advertising on these platforms can be a great way to reach a large audience. However, creating effective ads can be a challenge.

First, you need to understand your audience. Who are you trying to reach with your ad? What are their interests? Once you know your audience, you must create an attention-grabbing headline and image. Your headline should be clear and concise, and your image should be relevant to your ad.

Next, you need to write a strong call to action. Your call to action should tell your audience what you want them to do, such as “click here to learn more.” Finally, you need to make sure your ad is targeted. Targeting your ad means you’re only showing it to people who are likely to be interested in it.

You can create Instagram Ads directly through Facebook’s Ads Manager or by boosting posts. This article will teach you how.

Creating a Facebook Ad

To create a new Facebook ad, go to the Ads Manager page and click the “+Create” button. You will be shown how to create a campaign, ad set, and ad. You can have multiple ads under one ad set and multiple ad sets under one campaign. This helps organise your ads and ad sets in a way that makes sense for you and your marketing goals.

When creating a campaign, you will select an objective which will guide the campaign’s overall strategy. You will choose your target audience, how much you want to spend when you want your ad to run, and where you want your ad to be placed. You will also choose how you wish to bid.

You’ll decide what the ad will look like, what it will say, and how it will be presented to the audience.

Your Ad Objective

The objective is what you want your campaign to achieve. It could be something like getting more people to sign up for your email list or increasing brand awareness. Once you’ve chosen your objective, you’ll create your ad.

Instagram newsfeed ads can be created using any of the objectives listed. This means you can use any goal or desired outcome as your guiding force when creating your ad. This could be anything from increasing brand awareness to driving conversions.

It’s essential to choose the right objective for your ad so that Facebook can show it to the right people. For example, if you have a video ad but are trying to drive conversions, you should choose the conversion objective instead of video views. This way, Facebook will show your ad to people more likely to take the desired action.

You will then start to decide how much money you want to spend on your ad set, the schedule for your ad set, and what targeting options you want to use. You can choose to send traffic to your website, your app, or messenger to contact you.

Instagram Ads allows you to target both new and existing customers with highly specific ad campaigns. This gives you the ability to create ads that are relevant to your target audience and more likely to result in conversions.

You can create ads that are specifically targeted to people in certain areas or to people who fit into certain categories, including the following:

  • Age 
  • Educational attainment
  • Gender
  • Job title
  • Language 
  • Relationship status
  • Shopping interest
  • Special diet (vegan, vegetarian, etc.)

Connecting an Instagram Ad Account to Facebook

You can connect your Instagram Ad account to Facebook by following these steps:

  1. Go to the Ad creation page.
  2. Choose the Page and Instagram account you want to use for your campaign.
  3. Connect your Facebook Page to your Instagram account.

You can create Instagram Ads from your Facebook Page or connect your Instagram account to the ads manager. To connect your Instagram account, click the “Add an Account” button and sign in to your company’s Instagram account.


Facebook and Instagram ads are essential for businesses because they provide a way to reach a large audience with targeted messaging. Ads on these platforms can be highly effective in promoting products and services and driving website traffic and sales.

However, many businesses waste way too much money on poorly performing ads or by boosting posts. Typically, boosting a post on Facebook or Instagram is too generic and does not see the same level of performance of a highly targeted marketing campaign.

We speak to a lot of business owners who “have someone who can use social media” who runs their marketing campaigns on Meta. But without the knowledge and expertise of a professional marketer, your return on investment is likely to suffer.

Remember, having someone who can use social media in your business is not the same as someone who has the ability to run an effective marketing campaign.

Do you need a marketing agency in Cardiff, Newport or Bristol? Rely on EMBARK, a web design and digital marketing agency based in South Wales. Drop us a line here.


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