Instagram is an incredibly versatile marketing channel. Tap the app, and you’ll see ads with stunning videos, eye-catching images, and amazing storytelling.
But there are also simple ads that use strong color contrast and a few clever words to stand out. And often those deliver the best bang for smaller businesses that don’t have Spielberg-sized production budgets.
That’s why I pulled together a list of Instagram ad examples that run the gamut from bold and flashy to concise and functional. That way, every type of business can find something to be inspired by. I also pulled out some of the aspects of each ad that make them click and conversion magnets so you can swipe and adapt them for your next campaign.
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Instagram ad tips
Before we dive into these ads, let’s take a look at what makes them great examples of Instagram marketing. It’s not all golden-hour lighting and celebrity influencers. There’s actual structure here—sometimes too subtle to notice—that’s the difference between a skippable ad and one that pays for itself tenfold.
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Get animated
You’ll see some great examples of static-image ads on the list. But where possible and appropriate, it’s always a good bet to add some type of animation to your Instagram ads. It doesn’t have to be a professionally shot scene or even a video at all—just some animated text or a quick transition between messages. Our brains evolved to notice motion, so a little movement will help your ad stand out.
Make it easy to buy
Friction is the biggest conversion killer in social media marketing—the fewer steps between discovery and conversion, the better. While you still can’t put links in your Instagram captions, you can use shoppable ads and conversion buttons so people can click a link without going to your bio. Use these features whenever possible.
Once people click your link, make sure they find a landing page focused on the one specific product or offer in your ad. Don’t dump potential customers off on your home page and make them navigate to the thing they want. They’ll love you for the convenience and reward you with conversions.
Add a killer CTA
Speaking of conversions, your call-to-action phrase is the most important piece of copy in any ad. That’s certainly true for Instagram ads, where you don’t have a lot of space to make a grandiose argument for your solution.
The #1 rule for writing CTAs is to be direct. If you can be clever and direct, great! But don’t let a funny phrase get in the way of telling people what they need to do next and what they’ll get when they do it. Use CTAs in your shopping buttons and captions.
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13 Instagram ad examples to fuel your next campaign
Alright, let’s get down to business. While you review each of these Instagram ad examples, remember that its ultimate goal is to convert scrollers to buyers, donators, or downloaders. Some Instagram ads do that with beautiful imagery and storytelling. Others motivate action with a bright color or compelling copy. Think about which of these tactics best fits your business and budget.
Static image ad examples
I still stand by the power of animation in Instagram ads. But you can get great results with a static image, too. These ads show how to do the job well with features that grab attention.
Later
Later is a social media management tool that also helps brands connect with influencers. In their ad, they cleverly leverage a modern anxiety and offer a solution.
Why this ad works:
- No one likes to be ghosted or left on read (modern problems!). The image in the ad tugs at that anxiety in the context of finding influencers for your campaign.
- The caption steps in like the adult in the room and offers a clear solution to the problem.
- Tap the “Learn more” button, and you’ll land on a landing page designed for this specific pain point.
My Subscription Addiction
My Subscription Addiction is an affiliate marketing account that showcases and compares various products sold by subscription. Their Instagram ad example pulls at your heartstrings and piques your curiosity.
Why this ad works:
- The photo of an adorable dog is a cheap advertising trick in the best way possible. Include pictures of cute animals whenever you can (as long as it makes sense!).
- The question is a plus. Questions are a tried-and-true copywriting hack because they get readers interested in what’s next.
- The caption is absolute(ly wonderful) clickbait. Which option did you choose?! Better click to find out.
Bosch Tools
Bosch makes high-end construction tools (among other things) designed for the riggers of professional use. Their simple ad speaks to the heart of their target market.
Why this ad works:
- The four-word subhead is dripping with empathy (a core copywriting skill) for the ad’s target market. Ads that prove you understand your customers (especially how they see themselves) will always convert better.
- The image backs up the copy, featuring a professional-looking contractor in a commercial space, which helps position the product with the target audience.
Video ad examples
Besides grabbing attention on Instagram feeds, video also gives you more space to show products and tell stories. I picked these Instagram video ad examples because they each use different strategies to do those things.
Tractive
Tractive sells GPS and health trackers for dogs and cats. In their Instagram ad example, they pack several powerful tactics into one short video.
Why this ad works:
- There are three distinct “chapters” of this ad. The hook is a person walking their dog on a forested trail, which will give animal lovers a reason to pause (paws?) in their tracks.
- The second portion of the ad is a testimonial from a dog trainer, which adds a bit of social proof.
- The last portion of the ad uses visuals from the app to show how it works, which really helps viewers imagine what life will be like if they buy it.
Operation White Stork
Operation White Stork is a US veteran-led non-profit that delivered medical kits and other humanitarian aid to Ukraine. Their personally moving ad below leans hard on storytelling.
Why this ad works:
- The quickest way to donors’ wallets is through their (metaphorical) hearts, and this ad goes right for them with stories from Ukrainian medical personnel on the frontlines.
- The organization wisely included video captions, which are a MUST when you need to tell an important story in your video ad.
- Visually, the ad nails the tone with the right lighting, muted colors, and an understated logo at the top corner. The lesson: make the optics match the message.
Reiziger Hydroponic
Reiziger Hydroponic sells nutrients that boost growth for hydroponically grown plants. Their Instagram ad example proves less can be more, even in an Instagram video ad.
Why this ad works:
- The text, which is relatively huge for the size of the ad, appears letter by letter across the screen, which is a great way to add motion quickly and cheaply.
- The color contrast is so strong here that the message jumps off the screen and grabs you.
- In a field of busy Instagram posts, simplicity stands out.
Story Ad examples
It’s easy to lose 15 minutes tapping your way through dozens of Instagram Stories. That’s probably why over half a billion (!) people use Instagram Stories every day. These Instagram ad examples make great use of this channel’s bingability.
Casper
Casper is an OG direct-to-consumer brand that sells mattresses, bedding sets, and other sleep-related products. Their ad includes clever animation to highlight product features.
Why this Instagram ad example works:
- Casper sells in a crowded market, so they use clear, animated text to highlight the specific features that make their products different.
- The creative use of ad space shows the entire product in a cozy setting on top while two bottom panels do the sales heavy lifting, an excellent way to mix form and function.
- The simple subheader “soft and sophisticated” concisely positions the product with its target market (people looking for luxury) and exposes an essential product characteristic (soft) so people looking for a softer mattress know this is for them.
Cleaning Charlotte
Cleaning Charlotte is a furniture and rug cleaning business based in Charlotte, North Carolina. This to-the-point ad hits all the right points for marketing a local business.
Why this ad works:
- Oh, is there anything more soothing than watching a rug shampooer put clean lines in fabric? You can just feel how soft your couch would be after this company cleaned it. And that’s why their video is so effective.
- With a Story ad, you have to get your message across without the benefit of a caption. The copy at the bottom tells you what they do and offers a discount without cluttering up the video.
- Social proof is absolutely non-negotiable for local service businesses, especially those that work inside people’s houses. This Story ad shows some at the end (although it’s a little unclear who named them #1; it would be better if they included that information).
Penji
Penji offers visual design and marketing services. In their Instagram ad example blow, they expose customer pain points through a fun skit.
Why this ad works:
- The ad format is a little skit that highlights a real pain point—finding brilliant designers on an ad-hoc basis. It’s funny and relatable to the target audience, which makes it a hit.
- While the video is clean and clear, it’s not overly produced (notice the very visible mic on the “actor”). That fits the vibe of Instagram, where people want to connect and be entertained by real people.
Explore ad examples
If an Instagram feed is distracting, then the Explore page is like a New York shopping mall at Christmas. It’s so hard to stand out among all those other little squares vying for attention. These next couple of ad examples use techniques that play particularly well in the chaos.
Wall Street Journal
The Wall Street Journal is, well, you probably know it’s a news publication. Their ad includes a simple message shared boldly.
Why this ad works:
- You know those people who spin big signs on the street corner promoting a new bagel shop or tax office? This ad is basically the digital version of that. That big “$2” almost forces you to look, even in the middle of an Explore page.
- All the nearly monochrome negative space around the main message is a nice design choice. It acts as a buffer between the ad copy and other posts on the Explore page.
- I like that they included the old price. In general, it’s a good idea to show people how much they’re saving.
Mando Deodorant
Mando sells a range of personal hygiene products for men. Their Instagram ad example says it all in four simple words.
Why this ad works:
- You won’t win on the Explore page with a long-winded marketing message. Mando does the job with four words.
- The added CTA copy in white with contrasting orange is a nice touch. Sure, there’s a “Shop now” button below, but the additional call to action stands out better and is even more direct since it says what you’ll be shopping for.
- When used responsibly (not 30 of them), emojis can be a good device to attract attention to your captions. Mando uses them to highlight a new product, which might attract existing customers.
Carousel ad examples
Instagram carousel ads give you much more real estate to expand your message. Here are two ways to make good use of the extra square footage.
Jack Black
Jack Black offers a range of men’s skincare products (men’s grooming brands are on fire!). Their carousel ad below shows off a whole product collection.
Why this ad works:
- You’re often introducing your brand for the first time to potential customers in Instagram ads, which means they don’t know what you sell. Jack Black made sure Instagram scrollers saw a variety of its products by adding several to its carousel.
- The brand used dynamic comments to match each image in the carousel. That’ll give shoppers extra details about each item.
REI
REI is a large retailer of outdoor and sporting goods. Their Instagram ad example looks like a fashion magazine turned carousel ad.
Why this ad works:
- Unlike Jack Black, REI uses its carousel images to showcase a single product from different angles and positions. This makes the ad feel like a fashion layout where a model might strike several poses in one outfit. Consider this option if you sell products with multiple use cases.
- The photography (model, location, etc.) is relevant to the intended audience (assuming that audience is young athletes, particularly baseball players). That’s something small businesses should keep in mind. Are you targeting homeowners or renters? Weekend warriors or professionals? Choose images, locations, and models that match your niche target.
Swipe ideas from Instagram ad examples
The great thing about Instagram ads is there are always new ones to learn from. Pay attention to how other brands use images and video, take advantage of new ad features, and position their products in the copy.
This is especially true for your competitors. You don’t even have to wait for their ads to pop up randomly. There are several ways to spy on them, including using the Facebook Ad Library.
