To find the ads manager on instagram, you won’t actually find a standalone app button; instead, it is housed within the meta ads manager dashboard on a desktop or the dedicated meta ads app.
If you are looking for it on your phone, you can find basic “Ad Tools” by tapping the three horizontal lines (hamburger menu) on your profile and selecting Ad Tools. However, for professional-grade control, you must visit https://www.google.com/search?q=adsmanager.facebook.com on a computer.
This central hub is where I manage every high-performing campaign I run, as it allows you to link your instagram professional account to a facebook page, unlocking advanced targeting that the mobile “Boost” button simply cannot offer.
The true “ads manager” is a browser-based tool at business.facebook.com/adsmanager, not a hidden menu inside the instagram app itself.
Why You Can’t Find "Ads Manager" Inside the App?
In my 10 years of running digital campaigns, the most common frustration I hear from new clients is, “I’ve looked everywhere in my settings, and it’s just not there!” I understand the confusion.
Instagram is designed for content consumption and quick “Boosts.” But the heavy lifting—the complex A/B testing, pixel tracking, and custom audience building—happens in the meta ecosystem.
Think of the instagram app as the “steering wheel” and meta ads manager as the “engine.” You can steer from the app, but you need to open the hood (the browser) to really see how things are running. To access the full engine, you must have:
An instagram professional (Business or Creator) account.
A facebook page linked to that account.
Access to meta business suite.
A Quick Reality Check: The "Boost" Trap
When I first started, I fell into what I call the “Boost Trap.” I spent $500$ on a client’s post using the “Boost Post” button directly in the app. The “smell of the engine” seemed fine—likes were pouring in—but the actual sales were non-existent.
I later realized that by using the simplified mobile tool, I had no control over placements. My ad was showing up in the middle of random games and low-quality apps instead of the high-converting instagram reels feed. Now, I always tell my team: If you want likes, boost it; if you want ROI, use ads manager.
Navigating the Two Versions of Ads Tools:
It is important to distinguish between the two ways you can manage ads. I often see beginners get stuck in the “Lite” version without realizing they are missing 80% of the platform’s power.
1. The Mobile "Ad Tools" (The Lite Version)
If you are on your profile and tap Ad Tools, you are in the mobile interface. I use this exclusively for “quick checks.” It allows you to:
See how many people clicked your boosted post.
Check your current daily spend.
Pause an ad if it’s performing poorly while you’re out at lunch.
2. The Meta Ads Manager (The Professional Version)
This is the “real” ads manager. When I log in here, I’m looking at the Power Editor features. According to Meta’s official Business Help Center, the desktop manager allows for Advantage+ placements, which uses AI to find the cheapest conversions across the entire network—something you simply cannot toggle on from within the instagram app.
How to Access Ads Manager (Step-by-Step):
If you’re ready to move past basic boosting, here is the exact path I take every morning to check my campaigns.
The Desktop Path (Recommended):
This is where 99% of professional work happens.
Step 1: Log into the facebook account associated with your business.
Step 2: Navigate to adsmanager.facebook.com.
Step 3: Use the “Account” dropdown in the top left to ensure you are viewing the correct instagram-linked ad account.
The Mobile App Path:
If you are on the go, don’t use the instagram app. Instead, download the meta ads manager app.
Open the app and log in with your facebook credentials.
You will see a “Campaigns” tab that mirrors everything on your desktop.
Common Technical Hurdles (The "Insider" View):
When I’m auditing a new client’s account, I often run into the dreaded “Greyed Out” button. You try to run an ad, but instagram says “Not Eligible.”
Usually, this is due to a “Page Roles” conflict. I once sat on a three-hour call with a client because their facebook page was owned by a former employee’s “Business Manager” account. Even though they could post on instagram, they couldn’t run ads because they didn’t have “Admin” rights in the meta business suite.
Pro Tip:
The “Shadow Account” Pitfall One detail many people miss is the “Personal Ad Account” vs. “Business Ad Account” error. If you find yourself in ads manager but can’t see your instagram posts, check the top left corner. Meta often defaults to your personal ad account (connected to your name) rather than your business account. I’ve seen seasoned pros spend an hour troubleshooting “missing data” only to realize they were looking at the wrong account ID.
Managing Your Instagram Ads Effectively:
According to a 2024 performance study by WordStream, the average Cost Per Click (CPC) on instagram can vary wildly depending on whether you use automatic or manual bidding. You can only access manual bidding through the desktop ads manager.
Essential Setup Checklist:
Before you start spending, ensure these three pillars are solid:
The Meta Pixel:
A snippet of code on your website that tells ads manager if someone actually bought something.
Manual Placements:
In the “Ad Set” level, I usually uncheck everything except “Instagram Feed,” “Stories,” and “Reels.”
Creative Ratios:
Always use 9:16 for Stories/Reels and 4:5 for the feed.
Conclusion & Next Steps:
Locating the ads manager is just the first step toward profitable advertising. While the instagram app is great for “quick wins,” the meta ads manager is where the real growth happens.
Your next step: Log into adsmanager.facebook.com on a laptop today and verify that your instagram account is correctly linked under Business Settings > Accounts > Instagram Accounts.
Frequently Asked Questions (FAQ):
1. Why can't I see my instagram posts in the ads manager?
This is a classic “shadow account” issue that I’ve resolved for dozens of clients. If your posts aren’t showing up, it usually means your ads manager is defaulting to your personal ad account rather than your professional business account. You can verify this by checking the account name in the top-left dropdown menu of the meta ads manager. Additionally, ensure your instagram account is officially “claimed” within your meta business suite settings and linked to the specific facebook page you are using for the campaign.
2. Is there a difference between boosting a post and using ads manager?
In my experience, the difference is night and day: boosting is a “lite” version designed for quick engagement, while ads manager is a professional-grade strategic tool. While the “Boost” button allows for basic targeting, the full ads manager unlocks advanced features like A/B testing, custom “Lookalike” audiences, and specific conversion tracking via the meta pixel. According to Meta’s official business documentation, the desktop manager offers six distinct campaign objectives, whereas the mobile app is primarily limited to profile visits and basic reach.
3. Can I run instagram ads without a facebook account?
While you can technically run limited “Boosts” directly within the instagram app using just a professional account, you cannot access the actual ads manager without a facebook profile. To use the professional dashboard at https://www.google.com/search?q=adsmanager.facebook.com, you must link your instagram business account to a facebook page. I always recommend this setup because it provides a “safety net” for your account recovery and gives you access to the meta business suite, which is essential for tracking long-term ROI.
4. What should I do if my ad account is not found?
The “Ad Account Not Found” error is a common “engine glitch” that usually stems from a synchronization error between your mobile device and Meta’s servers. First, I suggest checking if your instagram account has accidentally reverted to a “Personal” profile, as only “Business” or “Creator” profiles can hold ad accounts. If your settings look correct, try logging out of both facebook and instagram, clearing your browser or app cache, and then re-linking the accounts through the meta business suite on a desktop to force a refresh.
5. How do I manage instagram ads on the go without the main app?
If you want to manage your campaigns from your phone without using the simplified instagram “Ad Tools,” you should download the dedicated meta ads manager app. This app is a separate download from instagram and provides a much more robust interface for monitoring your spend and adjusting bids. In my daily routine, I use the desktop version for the initial setup and “the heavy lifting,” but I rely on the meta ads manager mobile app to keep an eye on performance and pause underperforming ads while I’m away from my desk.
