Instagram Advertising Costs in Pakistan: A Comprehensive Industry-Wise Analysis
Instagram has millions of active users in Pakistan and it has emerged as a pivotal platform for businesses in the region yearning for digital growth. Instagram provides an immersive space for focused advertising with its visually appealing interface and large user database. However, depending on a number of variables, such as the business, the goals of the advertisement, and the demographics of the target audience, the price of advertising on this platform can vary greatly. InThis blog, we will explore the nuances of Instagram ad pricing in Pakistan, offering a breakdown by industry to help companies properly plan their marketing expenditures.
Factors Influencing Instagram Ad Costs in Pakistan
Before diving into industry-specific costs, it’s essential to understand the variables that impact Instagram advertising expenses:
- Ad Objective: Goals such as brand awareness, website traffic, or conversions can influence costs.
- Target Audience: Niche markets or highly specific demographics may incur higher expenses due to increased competition. There are a variety of factors that can change the cost of your ads, such as age, location and in-market behavior.
- Ad Placement: Costs can vary between Instagram Stories, Feed, or Explore placements. Depending on the position you have, the price itself may vary; some are more competitive and more expensive.
- Seasonality: Ad prices can swing even higher during certain times of the year, such as Peak shopping seasons or holidays can drive up advertising costs due to heightened competition.
- Ad Quality and Relevance: High-quality, engaging ads with relevant content often benefit from lower costs and better performance. The type of content you use can also affect your ad cost: whether it is image or video ads, carousel and collection ads etc. Video ads, which are in a harder format to use, are likely more experience simply because they get way more engagement.
Instagram Ads Cost in Pakistan:
The cost of Instagram advertising in Pakistan differs according to a number of factors. Breaking Down the Top Cost Metrics.
- Average Cost per Click (CPC)
On Instagram, a Middle East platform like in Pakistan charges an average cost per click of 10 to 50 Pakistani Rupees (PKR) according to audience selection and ad placement. This is the metric that tells you how much someone must pay to click on your ad.
- Cost per Impression (CPM) in Pakistan
Cost per Thousand Impressions (CPM) which is another important metric. CPM can vary from 150 to 500 PKR in Pakistan based on the competition and quality of your ad
- Cost per Engagement (CPE)
Cost per engagement tunes how much you pay each time someone clicks like, shares or comments on your ad. In Pakistan, the average CPE of Instagram ads is between PKR 5 to PKR 20.
General Instagram Ad Pricing in Pakistan
When compared to global standards, Instagram advertising prices in Pakistan are comparatively low. Because the cost-per-click (CPC) often falls between PKR 5 and PKR 20, it is affordable for companies of all sizes. With daily budgets ranging from PKR 100 to PKR 500, advertisers have the opportunity to efficiently control their spending.
Industry-Wise Breakdown of Instagram Ad Costs
Different industries experience varying advertising costs on Instagram due to factors like competition, target audience size, and the nature of the products or services offered. Below is an analysis of Instagram ad costs across various sectors in Pakistan:
- Real Estate
The real estate sector is highly competitive, with numerous agencies vying for the attention of potential buyers and investors. Consequently, advertising costs in this industry tend to be on the higher side.
- Average CPC: PKR 15 to PKR 25
- Cost-per-thousand-impressions (CPM): PKR 1,000 to PKR 2,500
Real estate is a high-ticket industry, where one successful lead can result in sales worth millions of rupees. This justifies a higher investment in advertising, both in terms of budget and content production. Due to the lucrative ROI, advertisers are willing to outbid competitors for prime Instagram placements, especially during key periods such as new project launches or ballot announcement days.
Key Instagram Ad Strategies in Real Estate:
- Carousel Ads & Reels: Used to showcase multiple property views, layouts, and neighborhood highlights in one go.
- Instagram Stories with CTAs: Perfect for real-time updates about open houses, limited-time offers, or booking deadlines.
- Video Tours & Drone Footage: Real estate ads often feature cinematic walkthroughs and drone shots of properties, adding significant production value.
- Lead Forms & DMs: Many campaigns are optimized for lead generation — prompting interested users to fill out forms or send direct messages for more details.
- Information Technology (IT)
The IT industry, encompassing software services, tech products, and digital solutions, targets a tech-savvy audience. While the competition is moderate, the niche nature of the audience can influence ad costs.
- Average CPC: PKR 10 to PKR 20
- CPM: PKR 800 to PKR 2,000
IT companies often leverage Instagram to promote webinars, whitepapers, and product launches, aiming for lead generation and brand positioning.Sure! Here’s an enhanced and more detailed version of that IT industry section with specifics about how IT companies use Instagram for different objectives:
2. Information Technology (IT)
The IT industry in Pakistan is rapidly expanding, encompassing software development firms, SaaS providers, cybersecurity services, tech startups, and freelance IT consultants. While the competition on Instagram is moderate compared to sectors like fashion or real estate, the targeted nature of the audience makes every impression count — particularly for B2B and niche tech solutions.
- Average CPC (Cost-per-click): PKR 10 to PKR 20
- CPM (Cost-per-thousand-impressions): PKR 800 to PKR 2,000
IT companies on Instagram are not always selling directly — instead, their ads are often designed for lead generation, brand awareness, event registrations, or thought leadership positioning.
Common Ad Formats:
- Short explainer videos showing how a product solves a problem.
- Carousel posts to highlight multiple features or pricing tiers.
- Story ads with swipe-up links (or “Learn More” CTAs) to drive traffic to landing pages or sign-up forms.
Target Audience:
- Young professionals, developers, students, and entrepreneurs.
- Interest-based targeting includes people following coding pages, startup communities, or tech influencers.
- Geographic targeting is also used for international audiences when promoting export-ready IT services (especially for Pakistani software houses catering to US/EU clients).
High-Performing Strategies:
- Sharing user-generated content or client reviews.
- Using infographics to explain complex tech solutions in a simplified way.
- Collaborations with micro-influencers in the tech community.
- Retargeting warm audiences who’ve visited the company’s website or interacted with previous ads.
3. Travel and Tourism
Travel agencies, tour operators, and hospitality businesses utilize Instagram’s visual platform to inspire wanderlust and attract customers. This industry’s seasonal nature can cause fluctuations in advertising costs.
- Average CPC: PKR 8 to PKR 18
- CPM: PKR 700 to PKR 1,800
Instagram is a dream platform for travel businesses because it’s highly visual, emotion-driven, and has users actively looking for inspiration. Travel content — whether it’s a sunrise over the mountains, a beach resort, or a bustling city street — naturally fits into what Instagram users want to see.
What They Promote:
- Group Travel Packages: Ads promoting guided tours (local or international), honeymoon trips, Umrah/Hajj packages, or city-hopping itineraries.
- Seasonal Deals and Discounts: Eid, Ramadan, summer vacations, or early-bird winter holiday deals — agencies use Instagram to announce limited-time offers.
- Flight Booking Services: Travel agents promote competitive airfares or bundles including flights + hotels.
- Visa and Travel Assistance: Services like Schengen visa consultancy or student travel assistance.
- Hotel and Resort Promotions: Hotel chains run Instagram ads to fill rooms during off-peak periods or promote new openings.
Ads that feature testimonials from real travelers or behind-the-scenes footage of group trips generate higher engagement and trust — especially for Umrah, Hajj, and family travel packages.
4. Fashion and Apparel
The fashion industry thrives on Instagram, leveraging its visual appeal to showcase products. Given the high number of brands competing for attention, ad costs can be relatively high.
- Average CPC: PKR 12 to PKR 22
- CPM: PKR 900 to PKR 2,200
Instagram is a powerful platform for fashion marketing due to its visual-first nature, shopping features, and direct store links. It promotes new collections, flash sales, pre-orders, custom orders, accessories, footwear, and festive campaigns, generating high click-through and conversion rates.
Key Ad Objectives:
- Conversions: Direct product sales through Instagram Shops or website.
- Engagement: Likes, shares, and comments to create buzz around a launch.
- Reach and Awareness: For brand launches or expanding into new markets.
- Lead Generation: For designer wear or stitched-to-order collections.
Pakistan’s urban centers predominantly target women aged 18-40, with growing niches in men’s fashion, kidswear, and unisex streetwear, segmented by style preference, budget, and occasion. Fashion brands that focus on video-first content (Reels, BTS, style guides) tend to get lower CPMs and higher engagement, especially if the content feels organic and relatable rather than overly polished.
5. Health and Wellness
This industry includes fitness centers, health products, and wellness services. With a growing focus on health, the competition is increasing, impacting ad costs.
- Average CPC: PKR 10 to PKR 20
- CPM: PKR 800 to PKR 2,000
High-Performing Strategies:
- “Challenge” Based Ads: 7-Day Detox Challenge, 30-Day Shred Plan, or 14-Day Yoga Flow.
- Doctor or Expert Endorsements: Featuring a licensed professional boosts trust instantly.
- Client Before/After Stories: Emotional storytelling increases CTR significantly.
- Educational Content + Call to Action: Health tips that end with a special offer or lead form.
- Influencer Collaborations: Especially fitness coaches or beauty bloggers endorsing the product.
Instagram’s visual-first environment allows wellness brands to display results, routines, before/after progress, and customer testimonials in an engaging, emotional format. It’s a platform where inspiration meets action—ideal for encouraging users to take the first step toward health goals. Content often emphasizes benefits, testimonials, and promotional offers to attract the target audience.Use a combination of “soft content” like daily health tips or motivational quotes along with “hard ads” pushing product sales or consultations. Wellness audiences respond best when they feel they’re being guided, not sold to.
6. Food and Beverage
Restaurants, cafes, and food delivery services utilize Instagram to showcase their offerings. The relatively lower competition results in more affordable ad costs.
- Average CPC: PKR 7 to PKR 15
- CPM: PKR 600 to PKR 1,500
What They Promote:
- Restaurants & Cafes: New menu items, ambiance, seasonal offers, dine-in or takeaway services.
- Home-Based Kitchens: Cakes, meal preps, desserts, traditional foods made fresh to order.
- Food Delivery Apps/Services: Promotions for discounts, convenience, and app downloads.
- Packaged Food & Snacks: Chips, sauces, baked goods, beverages, frozen food, and juices.
- Event Catering: Ads for wedding, corporate, or private event food services.
- Specialty Diets: Keto, vegan, gluten-free, or organic options.
Mouth-watering visuals and time-limited promotions are effective strategies in this sector. Key ad objectives include order generation, brand awareness, foot traffic, engagement, and app installs. Common ad formats include reels & story ads, carousel ads, photo posts with offers, user-generated content, and countdown stickers. Cost drivers include visual quality, product presentation, time sensitivity, low competition, and high engagement.
Most Expensive vs. Most Affordable Industries for Instagram Ads in Pakistan
Based on the analysis, the Real Estate and Fashion industries experience the highest Instagram advertising costs due to intense competition and the nature of their products requiring high-quality visuals. The key to success in Instagram ads is understanding your target audience, crafting high-quality, engaging content, and strategically managing your ad spend. By leveraging features such as reels, carousel ads, story ads, and user-generated content, businesses can effectively promote their products, build brand awareness, and drive conversions.