ABSTRACT: Pollination depends on morphological and behavioural adjustments between visitors and plants. Some plant species as Ipomoea bahiensis (Convolvulaceae) provide nectar and pollen to visitors and occur in anthropic areas, therefore becoming an important source of resources for the maintenance of native pollinating insects. However, what is the efficiency of each floral visitor species for the pollination of this plant species? What morphological and behavioural characteristics determine the pollinators? In this regard, this study evaluated the I. bahiensis flower and visitor morphology in a semi-arid area and the foraging behaviour of these floral visitors. Also, the efficiency rate of potential pollinators was quantified. Bees and butterflies visited the flowers of I. bahiensis, but the bees Melitoma spp., Apis mellifera (Linnaeus, 1758), and Pseudaugochlora pandora (Smith, 1853) were the most frequent visitors. These species presented medium-sized and compatible with the floral tube width. In addition to the size, these bees presented behaviour that favoured the contact with the reproductive structures of the flower, as evidenced by the efficiency test of the flower visits. Although butterflies often collect nectar from the flowers, they do not present characteristics that could result in pollination. Hence, medium-sized bees played the role of efficient pollinator of I. bahiensis.