Instagram Ads: How Much Do They Really Cost in 2024?

In social media marketing, Instagram stands tall as one of the giants. With its vast user base and visually engaging platform. It’s no wonder businesses flock to advertise on it. But how much does it really cost to run ads on Instagram in 2024? Let’s break it down in simple terms.

What Are Instagram Ads?

Instagram ads are posts or stories that businesses pay to promote to a specific audience. These ads can appear in users’ feeds, stories, explore pages, or even in direct messages.

How Much Do They Cost?

The cost of Instagram ads can vary widely depending on several factors:

  1. Ad Objective: Different ad objectives have different costs. For example, ads designed to drive website clicks or conversions may cost more than ads aimed at simply increasing brand awareness.
  2. Ad Placement: You can choose where your ads appear on Instagram, whether it’s in users’ feeds, stories, or the explore page. The cost may differ based on placement.
  3. Target Audience: The size and specificity of your target audience can impact costs. Generally, reaching a broader audience may cost more.
  4. Ad Format: Instagram offers various ad formats, including photo ads, video ads, carousel ads, and more. The format you choose can affect costs.
  5. Bidding Strategy: Instagram ads operate on an auction system where advertisers bid for ad space. Your bidding strategy can influence how much you pay for ads.

Average Costs

While exact costs can fluctuate, here are some average estimates:

Cost Per Click (CPC)

This is how much you pay each time someone clicks on your ad. In 2024, CPCs on Instagram can range from $0.50 to $2.00 on average.

Cost Per Thousand Impressions (CPM)

CPM refers to the cost per thousand impressions, meaning how much you pay for every 1,000 times your ad is shown. In 2024, CPMs on Instagram can range from $5 to $15 on average.

Cost Per Engagement (CPE)

This is the cost per engagement, which includes actions like likes, comments, shares, and clicks. CPEs on Instagram in 2024 may range from $0.20 to $2.00 on average.

Cost Per Conversion (CPC):

 For ads focused on conversions, the cost per conversion can vary widely depending on the industry, target audience, and other factors. In 2024, CPCs for conversions might range from $1.00 to $10.00 or more on average.

Tips for Managing Costs

  • Set Clear Objectives: Define your goals clearly before running ads to ensure you’re investing in the right objectives.
  • Target Wisely: Narrow down your target audience to reach the most relevant users and potentially reduce costs.
  • Monitor and Adjust: Keep an eye on your ad performance and adjust your strategy accordingly to optimize costs and results.
  • Test Different Formats: Experiment with different ad formats to see which ones resonate best with your audience and offer the best return on investment.


While the exact cost of Instagram ads in 2024 can vary based on several factors, understanding the average costs and implementing smart strategies can help businesses make the most out of their advertising budget. By setting clear objectives, targeting the right audience, and monitoring performance, businesses can effectively leverage Instagram ads to reach their marketing goals without breaking the bank.

Also read: Facebook meta Ads 2024: A Complete Library Guide for Creators