I have not used Instagram but I do post Facebook ads and have gained new clients who saw those ads. A typical ad may be a client testimonial with a slideshow of their adorable dog (with written permission of the pet owner) and my business card/logo or other information identifying my business. Client testimonials often refer to their initial problem and how satisfied they are with the result of my services. I post it and monitor FB activity. If I see several hundred Likes and Views then I run an ad, focusing on the county where I live and the age group I wish to target. I ask each new client how they heard of me and why they chose to work with me, so I have a good idea what is working in terms of marketing.