What are the hidden fees and best practices for running Instagram ads to maximize ROI and avoid unnecessary costs?

Instagram advertising has several hidden cost traps that members have identified. The key issue is **Apple's in-app purchase tax**, which is automatically applied when you boost posts or run ads directly through the Instagram app on iOS devices. This fee did not exist previously and significantly reduces your return on ad spend.

**How to avoid the Apple tax:** - Run ads via **Meta Business Suite** (desktop/web version) — members report this bypasses the Apple surcharge entirely - Avoid using Instagram's built-in "Promote" button on mobile — it triggers the Apple tax and members warn it delivers poor results anyway

**Campaign setup best practice:** - Always use **Conversions as your campaign objective** rather than engagement or reach, as this delivers better results and justifies ad spend

**Why this matters:** Members describe Instagram's in-app promotion button as "basically a money maker for Meta" with subpar performance, making the Apple tax doubly wasteful. Running campaigns through Meta Business Suite on desktop is the standard route the community now uses to maintain margin on advertising spend.