I believe that the process of creating effective ads begins with normal social media content. More specifically, there are really two things that are necessary in order to make effective and engaging content. The of these is to make sure that you are targeting the right audience. Next, you have to make sure that the content you are creating for Instagram is effective at getting engagement from that audience. As long as both of these boxes are checked and a brand is making great and engaging content, then creating effective ads is merely a matter of promoting said content as Instagram ads.