I want to run ads on Instagram but don't know which format to use — which ad types actually work for a small shop?

We run a similar concept store in Barcelona. We tested this with a 350-euro monthly budget: our cost per click on single-image ads was around 0.44 euros, while a 5-card carousel dropped it down to 0.19 euros. People love browsing through it like a catalog.

First thing you need to do is stop hitting that blue 'Boost' button immediately. Open Ads Manager on desktop, and set your campaign objective to 'Traffic' or 'Conversions', not 'Engagement'. You'll cut your ad spend in half right there.

Everyone recommends reels, but if you don't have good lighting and a decent phone camera an amateur video just makes your shop look cheap. Crisp professional photos shot in natural daylight can build way more trust and drive more sales than shaky video.

If you're running ads on a small budget, follow these steps: 1) Turn off automatic placements and stick strictly to Instagram Feed and Stories. 2) Always put the price on the creative so window shoppers don't click and drain your budget. 3) Leave every ad alone for at least 4 days before tweaking anything.

i know that feeling of flushing 50 euros down the drain all too well we've all been there. my orders blew up when I ran a Story ad just walking through the front door of the shop with a caption saying 'Hand-delivered in Madrid'—authenticity definitely sells.

Is vertical format strictly necessary for Story ads though? If I use horizontal photos black bars appear on the top and bottom—does that kill conversions?

You have to use full-screen vertical (9:16) for Stories and Reels; ads with black bars look like spam and people swipe past them immediately. Save your horizontal assets for square feed posts or carousels.

Yes that's exactly how it is with instagram ad examples. Internal linking is the cheapest and most neglected task.

I went through the same thing. Internal linking is the cheapest and most neglected task.

Just leaving this note, it might be useful.

Do you think this works at any scale? If rankings stay the same but clicks drop the issue isn't your page but the search result appearance.

Three different views emerged they all complement each other. If it's your first time, start small; scaling comes later.

Thanks this was very helpful.

I felt relieved reading this answer, so it's not just me. If rankings stay the same but clicks drop, the issue isn't your page, but the search result appearance.

I'm also curious if anyone does it differently.

I didn't know that.

Correct in theory, but it doesn't work that way in practice. Discussing numbers without verifying the measurement setup is a waste of time.

If I were you, I'd go this route.

Correct. Most time waste accumulates in tasks waiting for approval.

A page that answers one question works better than one touching on five topics. If you have questions, write them; I'll answer as best I can.

I'd say don't rush. Mistakes made on the instagram ad examples side are usually reversible but expensive.

A page with low traffic might be reaching the right people. Look at where sales come from. Hope this helps.

we need to make a distiction here. taking notes for two weeks yields better results than a six-month estimate.

hope this helps.