If you’re trying to grow your audience or promote a product, running ads on Instagram, Facebook or TikTok can give you a major boost. But with different ad platforms and formats to choose from, it can be tricky to know where to begin.
Why run ads on social media?
Social media advertising allows you to reach highly targeted audiences based on interests, behaviours, location, and more. Whether you’re a small business, independent creator, or growing brand, paid ads can help you:
- Increase brand awareness
- Drive traffic to your website
- Grow your follower base
- Boost engagement
- Promote a product or service
- Reach new fans or customers
How to run ads on Instagram
Instagram ads are managed through Meta Ads Manager, the same platform used for Facebook ads.
What you’ll need:
- A Facebook Business Page
- An Instagram account (connected to the Business Page)
- Meta Ads Manager access
Steps to run Instagram ads:
- Go to Meta Ads Manager
- Click “Create” and choose your objective (e.g. engagement, traffic, conversions)
- Define your target audience
- Set your budget and schedule
- Choose Instagram as the placement (you can uncheck Facebook if you want to run Instagram-only ads)
- Upload your creative – this can be a photo, carousel, or video
- Publish your ad
📝 Pro tip: Reels ads are currently performing well for reach and engagement. Keep videos short, catchy, and optimised for mobile.
How to run ads on Facebook
Since Facebook and Instagram share the same ad platform, the setup is very similar. But Facebook offers additional placements like News Feed, Marketplace, and right-hand column ads (on desktop).
Unique Facebook ad features:
- Stronger B2C targeting for certain age groups
- Facebook Groups and Marketplace exposure
- Better performance for longer-form content or text-heavy posts
Extra tip:
Use Facebook Pixel on your website to track conversions and build retargeting audiences. It’s one of the most powerful tools Facebook offers for ROI.
How to run ads on TikTok
TikTok has its own platform: TikTok Ads Manager. It’s easy to set up, and unlike Meta, TikTok’s creative-first approach favours authentic-looking videos.
What you’ll need:
- A TikTok Business Account
- TikTok Ads Manager access
Steps to run TikTok ads:
- Sign up at TikTok Ads Manager
- Choose your objective (traffic, conversions, video views, etc.)
- Set your audience, budget, and schedule
- Upload your video creative
- Add your call-to-action (CTA) and link
- Launch your campaign
📝 Pro tip: Make your ad look like a native TikTok video. Use captions, trending audio, and shoot vertical. TikTok even has a Creative Centre with templates and trend insights to help you build better ads.
Budgeting for social media ads
You can start with a small daily budget — as little as £5 per day. What matters more is:
- Targeting the right audience
- Using scroll-stopping creative
- Monitoring and adjusting as you go
Platforms use an auction system, so costs can vary based on your audience and competition.
Measuring success
Use the analytics dashboards in Meta Ads Manager and TikTok Ads Manager to track performance. Key metrics include:
- Impressions
- Click-through rate (CTR)
- Engagement rate
- Cost per result (CPR or CPA)
- Return on ad spend (ROAS)
Running ads on Instagram, Facebook, or TikTok doesn’t have to be overwhelming. Start small, test different creatives, and let the data guide your decisions.
With the right strategy, social media ads can be one of the most powerful tools to grow your brand, reach new audiences, and drive real results.
