Is running Instagram advertisements becoming too expensive or unproductive? Need help getting started on a campaign improvement plan?

To increase your Instagram campaign’s return on ad spend (ROAS), this post will show you eight techniques to make the most of Ads Manager.

Make a Sales Funnel on Instagram Employing Your Preexisting Organic Posts

You probably aren’t planning an Instagram ad campaign because you want to increase interaction or profile visits. Instead, it’s probably geared towards something commercial like increasing leads or sales.

That said, you don’t have to limit your ad creation to generating conversions. Convincing someone who is just learning about your company for the first time to become a paying customer is challenging. Attempting to accomplish the unachievable can be wasteful and expensive, resulting in a low return on investment.

That’s why building an Instagram marketing machine is so important. A sales funnel allows you to present your brand to a wide audience and lead them from awareness to conversion with no effort on their part. This allows you to maintain the outcomes you desire while maintaining the highest possible ROAS.

While Facebook Ads Manager remains the primary hub for strategy development, you can now initiate funnel construction directly within the Instagram app. Is there one of your organic Instagram posts that has been very well received? Organically successful posts may also be good candidates for paid marketing.

Instagram’s High-Value Audiences Should Be Retargeted

Establishing remarketing audiences follows the launch of Instagram advertisements directed at funnel-top prospects. Exactly what is the point of creating remarketing lists? Instagram users that have interacted with your advertisements, organic content, or website/app make up this group.

They are more likely to convert and cost less to target since they are familiar with or interested in your business. That’s why it’s not uncommon for ROI to increase after remarketing to certain audiences.

Create a custom audience on the ad set level in Ads Manager to use for remarketing. You can select Instagram Account as your data source if you’ve promoted Instagram posts. You can choose to share your posts with everyone who interacted with your profile, or just the people who sent you direct messages.

Other in-app tools, such as Lead Forms or Shopping, or external resources, such as Website and App Activity, can be used as data sources if you’re targeting users who are farther along the customer journey.

You can retarget users who have engaged with your products if you use Facebook Commerce Manager and have set up a catalogue. You can upsell to interested parties, cross-sell to current buyers, or go after those who abandoned their carts.

Use in-country forms for generating leads

You have learned how to effectively add new leads to your sales funnel and retarget your existing ones. But which campaign goal should you employ to construct your Instagram sales funnel?

Campaigns aimed at generating leads are excellent for advancing potential customers down the sales funnel. You may learn if a lead is qualified and interested in working with your company by using this campaign goal. These ads make it simple for potential customers to provide you their contact information without leaving Instagram by using native lead generation forms that autofill with the user’s information.

People who fill out your lead forms are more likely to convert, thus they are a great target for retargeting. Organic strategies, such as email marketing, may also be used to convert these leads. In any case, reaching this goal is essential to the success of your Instagram ads.

Advice for Forms Generated Away From Your Platform

While native forms might be useful, they are not your sole choice for generating leads. Getting potential customers to visit your website is another great way to produce high-quality leads. There, you can persuade them to sign up for your email list, check out your online store, or download a lead magnet.

Why Focus on Off-App Conversions Instead of On-App Lead Generation Forms? In addition to increasing your return on ad spend (ROAS), increasing website traffic may also allow you to collect remarketing data and retarget prospects on other platforms.

Boost the Value of Conversion Events

Your Instagram advertising objective may be in-app purchases in some situations. You may use Instagram Shopping for in-app purchases, lead gen forms, or direct messages to sell things.

However, most leads and sales are most likely made on your company’s website or app. If you want to get the most return on investment (ROI), setting up and prioritising conversion events is essential.

Since the middle of 2021, Facebook Ads has been implementing changes to comply with Apple’s AppTrackingTransparency framework, which gives users of iOS 14.5 the option to disable tracking by third-party apps. Facebook Events Manager is required to be used in order to configure and prioritise events, target users running iOS 14.5, and monitor user actions on your website or app.

Try a Different Approach to Campaign Bidding

Bid methods like lowest cost and cost cap are optimised to produce the most results and may be your first inclination when creating a conversion-focused Instagram campaign. Instead, think about the minimum ROAS bid approach if return on investment is your top priority. Using this method, you may maximise your ROI while also increasing your return on investment.

To implement this bidding approach, pick Minimum ROAS as the campaign’s target and then select a conversion-focused objective, such as catalogue sales. Then, determine the target average ROAS by establishing a Minimum ROAS Control at the ad set level.


Whether you have already planned out your next campaign’s structure or are just itching to try out some new ideas, these 2022 Instagram advertising trends are sure to boost your performance. Keep an eye on performance and results to maximise ROAS as Instagram and Ads Manager continue to change in response to privacy concerns.