Facebook’s mobile photo service, Instagram will be expanding is new advertising business to countries outside the United States.

The plan is to first show ads to users in Australia, Britain and Canada later this year by working with just a small number of advertisers in each of those countries.

Facebook has already begun placing ads in Instagram inside the US, beginning last November with brands like Levi’s and Ben and Jerry’s ice cream. Instagram announced that the ads within the US have, in some cases yielded results “well above the ad industry’s average for performance.”

Instagram has over 200 million users, and is therefore expected to be an excellent source of advertising revenue for Facebook, which purchased the mobile photo service in 2012 for $1 billion. Seeking to calm investor expectations of a quick revenue uptick, Facebook CEO Sheryl Sandberg said that the company was going to roll out their ad program on Instagram at a moderate pace.

“We don’t see the need or the urge to ramp this as quickly as we possibly can,” Sandberg said.