How to Get Bookings With Instagram (The Ultimate Guide)

Instagram is a great channel to drive bookings. But, at the start, it can feel like a cocktail party gone-wild with friends.

• It's fun at first

• Actions become spontaneous

• After the fun is over, it's nothing but headache

Short form video is predicted to be the best content format to deliver an ROI in 2025 (Hubspot)

Instagram is expected to be the second best channel to do this (Facebook is first). This means, more people are getting used to buying things through social media.

So, if you still have "invest in Instagram" on your 2025 to-do list, now's the time.

But, in order to avoid the fun hangover, you need a system.

That system is what I'm going to share with you today. It goes like this:

1. Sprint test

2. Creating exciting content

3. Run Meta ads

I think it will move mountains for you.

Let's dive in.

Step 1: Sprint Test

Sprint testing is a systemized way to let guests build ads for you.

Here's how it works:

1. Take 15-18 photos of your property. Get the inside, outside, premium amenities. All of it.

2. Upload them as individual ads in Meta Ads manager with nothing else. The goal is to test only the photo with zero added context.

3. Press "publish" and see which ad gets the most clicks after a couple hours.

In less than one day you'll know exactly which part of your property people love the most.

Now we move onto the second phase of sprint testing:

1. Write down 15-18 headlines that either callout your perfect guest or describe your stay. (I.e. The perfect 5 bedroom mountain house for families).

2. Place each headline over the winningest photo from the previous test. Only use the #1 photo.

3. Upload them as individual ads in Meta Ads manager with zero added context.

4. Press "publish" and see which ad gets the most clicks after a couple hours.

These two tests cost ~$65 combined. That's a low toll to learn:

• Which part of your property gets people to stop scrolling.

• What statements gets them to click.

P.S. I wrote a deep dive on sprint testing. Check it out here.

Step 2: Create Exciting Content

If you randomly saw your post online, would you watch it?

If the answer is no, neither will anyone else. More times than not, the quality is a root cause.

The video you use and post on Instagram is a direct reflection of your brand.

Bad video = Low quality stay

Good video = Amazing stay (and expensive. ooolala).

Don't overlook this. We are in a space where guests make decisions with their eyes.

Next step: I made a list of 25 Instagram Reels I love. Pick 5 styles you like. Then, try to create them.

Hack: You learned the best part of your property during the sprint test. Show that part first in a video.

Step 3: Run Meta Ads

First, a quick note on Meta Ads.

People aren't searching for you on Facebook or Instagram because they aren't thinking about you.

You have to find them. This is done through detailed targeting.

Detailed targeting works like this:

• Meta monitors people's interests.

• Then provides that data to you.

• You pick which interests you want to advertise to from a list.

Example: I advertise this newsletter to people interested in "Airbnb" and "marketing" because that's what my brand is about.

Cool? Sweet. Here's how to run Meta Ads:

1) Pick the Right Campaign Type

You will have five campaign options to choose from. Pick "Sales"

A sale is defined by you. This is done through the Meta Pixel.

I'll link a video at the bottom that covers the Meta Pixel.

2) Keep The Pool Big Enough

Always have an audience size between 2 and 10 million.

You need to give the ad algorithms a little wiggle room to freely roam and find your buyers. 

Sometimes I'll make it bigger but I try to never make it smaller.

The algorithms are smart. Give them permission to do their thang.

3) Spend At Least $20 Per Day

I’ve always gotten the best results spending $20-$50 per day. For me, I get plenty of data to make decisions with this spend. 

Note: Once an ad rips and I start making at least $3 for every $1 I spend on it, I’ll increase my spend.

4) The 3-5 Rule

Always have at least three but no more than five ads.

If you have less than three, you won't have enough to test. If you have more than five, some ads won't get shown.

I'll admit, I don't know why this is the case but it works. And that's good nuff for me.

5) 7 Day Shifts

Every new ad or creative variable gets tested for no more than 7 days. If new variables out perform the ones from the previous week, they stay on.

After enough shifts I start to see the common elements every good ad has. Then I make more ads with those elements.

This is when things become exciting.

6) Creative Wins

90% of your results will come from the creative. (i.e. the video or photo part of your ad)

If ads aren't performing, change the creative.

7) Track the Engagement Metrics

Not many people who see an ad will book. Roughly about 1%. Which can be discouraging. But, there are other actions they take that turn to a later booking. Like:

• Becoming a lead

• Viewing a property

• Starting the booking process

I call these micro goals. Track this stuff. After enough time you’ll start to notice how many micro goals equal a booking. This is called “funnel math.”

8) If It Rips, Let It Rip

If you have an ad that is ripping and profitable, don’t touch it. 

Honestly, don’t touch anything. Go hang out with friends or something. Let it ride.

An ad could do well for a week or months. Right now, I have an ad that’s been ripping since December. When it rains, it pours.

9) The 20% Rule

At the start of every new campaign theres a “learning phase.” This is the time where ad algorithms are finding your guests. 

If you increase daily spend by more than 20%, you may enter that learning phase again.

10) Rip The Bandaid Off

If you’re new to advertising and nervous to start, just rip the bandaid off. 

Spend $100 and see what happens. You might not get anything but you’ll know how it all works. 

Don’t let the lack of trying be the bottleneck in your marketing.

Cool! How Much Does This Cost?

Here's how much all this FUN costs.

Sprint testing:

• Price: ~$30 per test.

High quality video:

• Price: I'll spend anywhere between $1,500 and $3,000 to get high quality Reels. It's that worth it.

Meta Ads:

If a booking is worth $600, I'll pay up to $200 to get that booking. That means I'm making $3 for every $1 I spend.

But, getting that golden ratio requires iterations. Iterations cost money. Spend $1,200 per month on ads until you hit that ratio.

After that, how many times would you trade $1 for $3?

All the times.

That's all for today. I'll see you in the next article.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running Lodge Social.

Our marketing team will help you get more guests to like, share and book.

Work with me and my team here.

Links you might like:

1. How to use the Meta Pixel (YouTube)

2. Everything you need to know about sprint testing (The Lodge Social)

3. 2025 will bring these changes to the vacation rental space (Heads in Beds Show)

4. How to sell for $1,000,000 per key (The Glamping Insider)