Troubleshooting Instagram business ad performance issues requires a systematic approach to identify and resolve common technical, strategic, and account-related problems. Performance drops often stem from delivery failures, incorrect targeting, policy violations, or platform glitches—each requiring specific solutions. For instance, ads showing zero delivery may indicate a glitch between the Instagram app and Meta’s ad system ^[1], while broader issues like narrow audience targeting or low budgets can limit reach entirely ^[2]. Proper account setup, including linking Instagram to a Facebook Page with correct permissions, is also critical for functionality ^[3].

Key findings from the sources include:

• Delivery failures often result from technical glitches, narrow targeting, or low budgets ^[1][2]
• Account and policy issues—such as unlinked Facebook Pages, silent violations, or disabled accounts—can halt ads completely ^[3][6]
• Creative and strategic missteps, like poor audience targeting or unoptimized landing pages, reduce performance even when ads run ^[4][9]
• Troubleshooting steps range from clearing app cache to appealing disapproved ads or adjusting bidding strategies ^[5][7]

Core Solutions for Instagram Ad Performance Issues

Technical and Account-Level Fixes

Instagram ads may fail due to platform glitches, incorrect account setups, or connectivity issues between Instagram and Facebook. Start by verifying the foundational elements of your ad account. A common issue is boosted posts showing zero delivery, which often stems from a glitch between the Instagram app and Meta’s ad system—switching to Ads Manager instead of the "boost post" button can resolve this ^[1][5]. Similarly, ensure your Instagram Business profile is properly linked to a Facebook Page with the correct admin or editor permissions, as missing this step can prevent ads from running altogether ^[3][8].

For persistent visibility issues in Ads Manager:

• Check account linkages: Confirm the Instagram account is a Professional (Business or Creator) profile and linked to the correct Facebook Page and Ad Account. Disconnect and reconnect the integration if ads remain invisible ^[8].
• Review date ranges and filters: Adjust the date range in Ads Manager to ensure you’re viewing the correct timeframe, and verify that no filters are hiding active ads ^[8].
• Clear cache and update apps: Technical hiccups may resolve by clearing the Instagram app cache, updating to the latest version, or accessing ads through Facebook Ads Manager as an alternative ^[8][10].
• Report problems directly: Use Instagram’s in-app reporting tool (Settings > Help > Report a Problem) if ads are missing from the Manage Ads page without explanation ^[10].

Billing and policy-related stops require immediate attention:

• Payment failures: Expired payment methods or declined transactions will pause all ads. Review billing settings in Meta Business Suite and update payment details promptly ^[2][6].
• Silent policy violations: Ads may be disapproved without clear notifications. Audit creative content and targeting against Meta’s advertising policies to identify potential violations, such as restricted products or misleading claims ^[2][7].
• Disabled accounts: If your ad account is restricted, submit an appeal through Meta Business Support with detailed explanations and proof of compliance. Create a backup ad account if the primary remains disabled ^[6].

Strategic and Creative Optimizations

Even when ads run, poor performance often traces back to targeting errors, weak creative, or misaligned objectives. Audience targeting is a frequent pain point—overly narrow parameters (e.g., excessive demographic layers or small lookalike audiences) can strangle delivery, while broad but irrelevant targeting wastes spend ^[2][4]. To optimize:

• Expand restrictive targeting: Remove 1–2 overly specific layers (e.g., niche interests or hyper-local geotargeting) and monitor delivery improvements. For lookalike audiences, test sizes between 1–3% of the source audience ^[2].
• Leverage Instagram Insights: Use the platform’s native analytics to identify high-performing demographics, then refine targeting to prioritize these segments. Ignoring these insights often leads to mismatched audiences ^[4][7].
• Avoid "boost post" shortcuts: Manually create campaigns in Ads Manager to access advanced targeting options, such as custom audiences or placement controls. The boost button lacks these features and often underperforms ^[5].

Creative and landing page issues directly impact conversion rates:

• Hook viewers in 1.7 seconds: Instagram’s fast-scrolling nature demands attention-grabbing visuals or hooks within the first 2 seconds. Test multiple creative variations (e.g., UGC-style videos vs. polished graphics) to identify what resonates ^[9].
• Align ad content with landing pages: A mismatch between ad promises and landing page experiences (e.g., promoting a discount but linking to a generic homepage) increases bounce rates. Ensure continuity in messaging and offers ^[5][7].
• Optimize for mobile: Over 90% of Instagram users access the platform via mobile. Landing pages must load quickly (under 3 seconds), feature clear CTAs, and avoid intrusive pop-ups ^[7].
• Retarget engaged users: Implement a pixel to track website visitors and retarget them with tailored ads. Warm audiences convert 2–3x more efficiently than cold traffic ^[5].

Performance monitoring and iterative testing are critical:

• Track actionable metrics: Focus on conversion rates, click-through rates (CTR), and return on ad spend (ROAS) rather than vanity metrics like impressions. A CTR below 1% often signals targeting or creative issues ^[5].
• Test incrementally: Avoid making multiple changes simultaneously. Adjust one variable (e.g., audience, creative, or bid) at a time and allow 3–5 days to assess impact ^[5].
• Monitor for ad fatigue: Creative performance typically declines after 3–4 weeks. Refresh visuals, ad copy, or offers to maintain engagement ^[5].