This study aims to implement paid Instagram advertising and investigate its efficacy on the SMM strategy during the Covid-19 pandemic. The participants in this research were fresh produce sellers in a traditional market located in Palembang, Indonesia. This study applied exploratory method resembling action research. The findings reveal that paid Instagram ads failed to improve content engagement to the inadequately managed social media. The study however confirms that paid Instagram ads could escalate sales performance. Theoretically, this study expands the social media marketing literature and provide empirical evidence to the nonexistence of paid Instagram ads academic discussion. Practically, this study offers Instagram advertising insights to fresh produce sellers and general SMEs, especially those adversely affected by the Covid-19 epidemic.

Keywords : Instagram Ads; Social Media Marketing; Pandemic; Covid-19; SME