Meta adds custom offers to Instagram ad CTAs

Meta is rolling out a new feature allowing advertisers to showcase custom offers directly on Instagram ad call-to-action (CTA) buttons.

Key features:

• Dynamic sourcing of offer details from the ad’s website URL.
• Predictive display of the offer most likely to convert.
• Support for up to 20 offers per ad, with Meta predicting which one is most likely to convert.

Why we care. Advertisers will be able to highlight multiple competitive promotions (e.g., percentage or cash discounts) on the CTA, potentially increasing user engagement and click-through rates.

The catch. It is limited to single-media ads in Instagram Stories and not available to all ad accounts.

How it works:

• Create an ad in Ads Manager with eligible objectives (Traffic, Engagement, Leads or Sales).
• Select “Website” as conversion location.
• Enter the website URL to automatically add offers or manually input offer details.
• Review and confirm offers in the ad setup process.

First seen. We came across this update on Bram Van der Hallen’s LinkedIn:

What’s next. Watch for potential expansion to other ad formats and placements across Meta’s family of apps.