27 Jan, 2026
Varn Ads Specialist

How to Master Instagram Ads and Skyrocket Your Sales with Convert Cake

Key Takeaways

Conversion Over Likes: Modern Instagram ads must focus on sales (Conversion) and return on investment (ROAS) rather than just vanity metrics like likes or followers.
Creative is King: The most powerful ad format currently is Instagram Reels, as it significantly boosts reach to new audiences in a highly organic and engaging way.
Data-Driven Decisions: Utilizing Custom and Lookalike Audiences, combined with precise measurement by Convert Cake, helps reduce ad costs and effectively increases profit.

Have you ever wondered why some brands post on Instagram and see an immediate flood of orders, while others pour massive budgets into Instagram ads only to receive likes that don’t translate into revenue? In an era where Instagram has evolved from a simple photo-sharing app into one of the most competitive online storefronts, understanding algorithms and customer behavior is essential if you want to turn views into actual sales.

Advertising on this platform involves details far more complex than simply clicking the “Boost Post” button. The heart of success lies in choosing the right techniques and measuring real results. Whether you are a beginner looking to start or a major brand wanting to scale, this article will dive deep into the pro-level Instagram ads strategies used by a professional Ads Agency to ensure every baht you invest turns into sustainable profit.

What are Instagram Ads?

Instagram Ads are a form of advertising on the Instagram platform developed by Meta (the same parent company as Facebook), often referred to as “running Instagram ads.” Their key strength lies in Targeting capabilities, allowing you to choose exactly who sees your ads based on age, gender, location, interests, usage behavior, or even people who have previously interacted with your brand.

This makes Instagram Ads fundamentally different from regular posts. While organic posts may only reach your followers or those browsing specific hashtags, ads can be “sent directly” to potential customers who are most likely to make a purchase.

Furthermore, Instagram Ads are integrated into the Facebook Ads Manager, a powerful tool for advertisement management and analysis. This allows businesses to plan, set budgets, and track detailed results, such as Cost Per Mille (CPM), Cost Per Click (CPC), or Conversion Rate. In essence, Instagram Ads are not just advertisements but a Digital Marketing Strategy that helps businesses reach new customers, build Brand Awareness, and drive sales effectively.

Imagine you are selling cosmetics. Running a broad ad to everyone might be wasteful and yield no results. However, with Instagram Ads, you can choose to show your ad specifically to women aged 20–35 who are interested in makeup, follow beauty influencers, and live in areas where you offer delivery. This means every baht invested has a higher chance of converting into a customer.

Types of Instagram Ads

Marketing through Instagram Ads offers the advantage of diverse ad formats that can be customized to suit your objectives and product types. Each format has its own strengths and points of caution. Understanding these differences will help you choose the most precise and cost-effective method for your business.

Instagram Ads: Photo Ads

Photo Ads are single-image advertisements that appear on a user’s Instagram feed. Their strength lies in being easy to access and instantly capturing interest with beautiful imagery and concise captions.

Suitable for: Products or services that require clear visual detail, such as clothing, jewelry, or food.
Importance: A simple yet effective way to build Brand Awareness and create a lasting brand image in the user’s mind.
Caution: Images must be sharp, have an attractive composition, and text should not be excessive, as Instagram users tend to scroll through feeds quickly.

Instagram Ads: Video Ads

Video Ads are short video advertisements that appear on the user’s feed.

Suitable for: Products requiring a demonstration of use or storytelling about the brand, such as home appliances, cosmetics, or online courses.
Importance: Videos are more eye-catching and generate higher engagement than static images, keeping users with the ad longer and providing a clearer understanding of the product or service.
Caution: Length should be concise (15–30 seconds), focusing on the product’s benefits or value. Avoid overly complex content.

Instagram Ads: Stories Ads

Stories Ads are full-screen, temporary advertisements that appear between users’ Stories.

Suitable for: Time-limited promotions, new product launches, or engagement-building campaigns.
Importance: Stories are viewed frequently and feel more personal than the feed, creating high urgency and motivation to click the Call to Action (CTA).
Caution: Content must be fast-paced and clear because Stories disappear after 24 hours.

Instagram Ads: Reels Ads

Reels Ads are full-screen videos that appear in the Reels menu, similar to Stories but focusing on entertaining and viral-style communication.

Suitable for: Brands wanting to reach teenagers or users who enjoy viral content, such as fashion, gadgets, or mobile applications.
Importance: Reels Ads help generate high engagement and are easily shareable, increasing the chances of a product becoming well-known quickly.
Caution: Content must be fun and capture interest within the first 3–5 seconds to prevent viewers from scrolling past.

Instagram Ads: Carousel Ads

Carousel Ads feature multiple images or videos within a single post. Users can swipe to see the next slide.

Suitable for: Products with multiple models, step-by-step storytelling, or narrative-driven marketing.
Importance: Helps build a continuous story and showcases multiple product options, giving viewers a clearer understanding of the product and brand.
Caution: Each image must be striking and communicate clearly; avoid using repetitive images.

Instagram Ads: Collection Ads

Collection Ads display a primary hero image or video along with several smaller product images below it. Users can click to browse other products within the post.

Suitable for: Online stores wanting to showcase multiple items simultaneously, such as cosmetics, clothing, or home decor.
Importance: Reduces the steps needed to view products on a website, making it easier for users to shop directly through Instagram.
Caution: The main image must be compelling enough to motivate users to click and explore further.

Instagram Ads: Explore Ads

Explore Ads appear in the Instagram Explore tab, where users go to discover new content.

Suitable for: Products aiming to expand their customer base and reach audiences who do not yet follow the brand.
Importance: A great opportunity to find new customers, as users browsing the Explore tab are generally open to seeing content they haven’t encountered before.
Caution: Content must be clear and stand out, as users may not pay attention to a brand that isn’t immediately attractive.

Which Instagram Ads Format Will Turn Likes Into Sales?

Choosing the right Ad Format for your product and target audience is the cornerstone of profitability. An experienced Ads Agency like Convert Cake typically recommends that clients utilize a variety of content styles to test performance.

1. Instagram Reels Ads: Capturing New Customers with Creative Short Videos

The media format for Reels consists of vertical videos with a 9:16 aspect ratio, typically 60-90 seconds long. Their standout feature is that they are fast-paced and entertaining. Convert Cake recommends this format specifically for Brand Awareness and reaching new audiences who may not know your brand yet. Because the Reels algorithm frequently pushes content to the Explore page of users with similar interests, the result isn’t just visibility as it builds a modern brand image and rapidly increases the chance of gaining new followers.

2. Instagram Stories Ads: Driving Urgent Sales with Seamless Content

The Carousel media format allows for a series of square (1:1) images or videos (up to 10 cards) that users can swipe through to see more information. This is perfect for products with high detail, multiple color options, or for showcasing real user reviews to build credibility. The standout result of this format is increased “Dwell Time” (the time a user spends with your ad) and a higher Click-Through Rate (CTR). Since customers receive comprehensive information before clicking through to the website, Convert Cake often utilizes this format for Retargeting to remind customers of their interest and convert that consideration into a sale.

3. Carousel Ads: Telling the Full Story to Build Purchasing Confidence

รูปแบบ Media ของ Carousel คือการใช้รูปภาพหรือวิดีโอขนาดจัตุรัส (1:1) หลายๆ ภาพมาร้อยเรียงกัน (สูงสุด 10 รูป) ให้ลูกค้าสามารถปัดซ้ายเพื่อดูข้อมูลเพิ่มเติมได้ เหมาะมากสำหรับสินค้าที่มีรายละเอียดเยอะ มีหลายเฉดสี หรือต้องการโชว์รีวิวจากผู้ใช้จริงเพื่อสร้างความน่าเชื่อถือ ผลลัพธ์ที่โดดเด่นของโฆษณาประเภทนี้คือการเพิ่มเวลาที่ลูกค้าอยู่กับโฆษณา (Dwell Time) และการเพิ่ม CTR (Click-Through Rate) เพราะลูกค้าจะได้ข้อมูลที่ครบถ้วนก่อนคลิกไปยังหน้าเว็บไซต์ ซึ่งทาง Convert Cake มักเลือกใช้รูปแบบนี้ในการทำ Retargeting เพื่อย้ำเตือนความจำและเปลี่ยนความสนใจให้กลายเป็นยอดขาย

Pros and Cons of Instagram Ads

Pros of Instagram Ads

Highly Effective Brand Awareness: Instagram Ads serve as a powerful channel to reach a massive audience quickly. Advertising on Instagram boosts Brand Awareness, making it easier for users to remember your product name, logo, or brand style. A consistent presence on feeds and Stories helps reinforce your brand’s credibility in the eyes of consumers.
High User Engagement: Instagram offers diverse ad formats, including static images, videos, Stories, and Reels, allowing you to present creative and standout content. This encourages users to stop scrolling and increases the likelihood of them exploring your products or services.
Flexible and Cost-Effective Budgeting: Compared to traditional advertising media, the cost of running Instagram Ads is relatively low and budgets can be adjusted as needed. This allows small businesses and SMEs to start digital marketing without requiring a massive upfront investment.
Drive Real Sales and Conversions: Instagram ads aren’t just for awareness; they drive direct sales. Interested users may share or tag friends via their own profiles, allowing brands to reach new customers organically and increasing the chances of closing a sale.
Engaging Brand Storytelling: Instagram Ads enable businesses to fully utilize Storytelling through popular features like Stories, Reels, or Carousel Ads. Creative content helps users connect with your brand’s values and unique identity on a deeper level.

Cons of Instagram Ads

Overt Selling May Not Suit Users: Most Instagram users enjoy consuming beautiful and relaxing content. If your ads focus too heavily on a “hard sell” approach, it may create a negative impression, causing users to skip the ad immediately.
Requires Careful Planning and Content Design: Because Instagram has multiple placements like Feed, Stories, Reels, and Live, using repetitive content that doesn’t fit each specific feature may lead to subpar results. You should plan ahead and design ads that match the format and objective of each feature.

Hashtags Must Be Chosen Carefully: While hashtags are essential tools for increasing reach, they shouldn’t be overused. Using 2–4 relevant hashtags helps the ad reach the right target audience without causing confusion. Overusing them may land your ad in irrelevant trends, reducing your conversion opportunities.

What to Prepare Before Running Instagram Ads?

Running successful Instagram Ads isn’t just about clicking “Promote.” You need comprehensive preparation to ensure your campaign is highly effective and provides the best return on your investment.

Prepare Your Instagram Account: Start by switching your Instagram account to a Business Account or Creator Account. These account types provide full access to advertising tools and data analytics features, such as Insights, which show reach, engagement, and follower demographics.
Connect Your Payment Method: To ensure your ads run smoothly, you must link a credit or debit card to your Instagram account or Facebook Ads Manager. This card will be used for direct billing so your ads never miss a beat.
Prepare Content and Ad Details: Before launching a campaign, prepare your images, videos, captions, and product/service details. Preparing content in advance ensures your ads look professional and resonate with your target audience.
Download and Set Up Facebook Ads Manager: Even if you are advertising on Instagram, the primary tool for campaign management is Facebook Ads Manager. This app gives you control over every step, from defining target audiences and budgets to choosing placements and measuring detailed results, making Instagram advertising systematic and easy.
Study Ad Pricing and Set a Budget: The cost of running Instagram Ads is not fixed; it depends on your ad objectives, duration, target audience, and ad type. Studying prices beforehand and setting an appropriate budget will help you invest wisely and reduce the risk of spending without results.

How to Run Instagram Ads Professionally: Via App vs. Ads Manager

How to Run Instagram Ads Directly via the App

Running ads through the Instagram app is easy and convenient, ideal for business owners who want to promote specific posts quickly.

Select the Post to Promote: Choose the product or service post you want to use for advertising, then tap the “Promote” button at the bottom right of the post.
Define Campaign Goals: Choose where to send users who click the ad: your Profile, your Website, or your Direct Messages (DM). Selecting the right goal increases chances for sales or engagement.
Define the Target Audience: You can choose an Automatic audience or create a Custom Audience. Custom settings help you reach viewers who match your actual customer profile, such as age, gender, interests, and behaviors.
Set Budget and Duration: Determine the total budget for the campaign, including a daily budget and the duration you want the ad to run.
Create the Promotion: Review all details one last time, then tap “Create Promotion.” Your ad will begin running based on your settings.

How to Run Instagram Ads via Facebook Ads Manager

For businesses that require granular control or sell products on both Facebook and Instagram, using Facebook Ads Manager provides higher campaign efficiency.

Link Instagram Account to Facebook Page: Ensure the Instagram account you wish to promote is connected to your business’s Facebook Page to manage ads across all platforms.
Create a Campaign in Ads Manager: Go to Ads Manager and select “Create.” Define your objective, such as Sales, Traffic, or Brand Awareness, and name your campaign.
Set Budget and Duration: Determine either a lifetime or daily budget and choose the start and end times for your ad.
Define Detailed Target Audience: Select specific target criteria including age, gender, interests, behaviors, and location to reach those most likely to become customers.
Choose Ad Placements: You can select where the ad appears on Instagram, such as the News Feed, Stories, Explore, or Reels, as each placement suits different ad formats.
Select Ad Format and Add Content: Choose the ad type (Photo, Video, Carousel, or Collection), add your captions, and include the destination link.
Publish the Ad: Review all information and click “Publish.” Once approved by Instagram, the system will start running the campaign as configured.

Professional Services to Boost Campaign Performance

Managing Instagram Ads can be complex, especially with multiple simultaneous campaigns. Tracking results and adjusting strategies is crucial. Utilizing an Ads Agency with specialists, such as the Media Buying team at Convert Cake, ensures your campaigns are professionally managed across all platforms with detailed analysis. This gives you the confidence that every cent of your ad spend is optimized for maximum results.

4 Techniques for High-Impact and Cost-Effective Instagram Ads

Running successful Instagram Ads isn’t just about setting a high budget. It requires a clear strategy and careful planning to ensure your ads reach the right target audience and generate measurable results. Here are 4 key techniques to maximize the efficiency of your Instagram advertising.

1. Define a Precise Target Audience

Choosing the right target audience is the heart of effective Instagram Ads. You must define specific characteristics for your viewers, such as age, gender, interests, usage behavior, and geographical location. This data ensures your ads are displayed to those most likely to become actual customers. Detailed targeting increases Click-Through Rates (CTR) and Conversions, preventing budget waste on irrelevant audiences.

2. Drive User Interaction

Instagram is a platform that thrives on user participation. Creating ads that encourage viewers to interact, such as liking, commenting, sharing, or clicking a Call-to-Action button—helps boost engagement and builds a relationship between the brand and the customer. Designing ads that make it easy for viewers to interact makes the content more engaging and lessens the feeling of being “sold to.”

3. Use Video to Capture Attention

Video content is one of the most popular formats on Instagram, especially within Stories and Reels. Videos can convey the story of a product or brand clearly and are highly eye-catching. The first 3 seconds are the most critical window to grab attention. Creating short, concise, and interesting videos will help increase engagement rates and the likelihood of clicks to your website or checkout page.

4. Link to Convenient User Channels

Adding external links to your ads is essential for driving conversions. Whether it is a link to your website, Line account, Facebook Fanpage, or Direct Message inbox, providing a direct path allows users to access more information, ask about product details, and complete a purchase immediately. This reduces friction in the customer journey and significantly increases your chances of closing a sale.

Conclusion

Success in Instagram ads today is a matter of data management and sharp strategy, from choosing the right ad format and targeting to measurable results. If you are a business owner looking to break old limits and see stable sales growth, choosing an Ads Agency like Convert Cake will save you both time and budget, turning every investment into sustainable success.

FAQ

What is the starting budget for Instagram ads?

You can start with a few hundred baht per day. However, to get clear results and enough data for optimization, your budget should align with your target audience size and market competition.

Why am I running ads but not seeing sales?

This is usually caused by a target audience that is too broad, or creatives that aren’t engaging enough. It often includes a lack of Retargeting to nudge interested prospects back to purchase.

What is the difference between Facebook and Instagram ads?

Though they share the Meta backend, user behavior differs. IG focuses on visuals and emotion, while Facebook focuses more on information and sharing. Content must be tailored to fit each platform’s vibe.

When should I hire an Ads Agency?

When you want to scale sales or when you feel that running ads yourself takes too much time and isn’t yielding a good return. The expertise of an Ads Agency like Convert Cake saves budget and provides more accurate results.

Which ad format is most cost-effective?

It depends on the objective. For urgent sales, Stories Ads often perform well. To reach new customers, Reels Ads is currently the best answer.

Varn Ads Specialist

Varn is an Ads Specialist at Convert Cake, leading Digital Marketing in Bangkok, dedicated to driving client success through paid advertising. He excels in planning and optimizing campaigns on platforms like Google and Facebook Ads, focusing on data-driven strategies to maximize ROI. By meticulously targeting audiences and analyzing performance, Varn consistently delivers results that exceed client goals.

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