What Is the Best Way to Run Instagram DM Ads That Only Bring Qualified Leads

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One of the best and absolute worst funnels you can possibly run are DM ads on Instagram because Instagram ads often underperform for service-based businesses, yielding engagement that doesn’t always translate into qualified leads.

They’re phenomenal because yeah, there are guys out there that are cracking million-dollar months with them. I will be fair in saying that it’s very scary to do. So it can be very unstable.

It’s easily manipulated, meaning you can pay people to just disable your ability to DM people. You can break rules unknowingly or setters can break rules unknowingly that can just disable your ability to DM.

It’s a very easy to rug pull kind of funnel it feels like from the instability that Instagram fails to provide.

But I’ll tell you, I’ll tell you, it can also be one of the worst funnels ever to run.

For all those reasons and more, there are a lot of inconsistencies that happen when you run DM ads because poor targeting, ad fatigue, and weak creative can cause performance drops over time. And here’s how I want to encourage you to strengthen the performance of your DM ad campaigns.

But first, my name’s Jeremy Haynes. If you’re new to the site, all we talk about around here is cracking million-dollar months. Whether it’s the first million a month or the next million a month, we just break down lessons from people who have been there, done that.

I want to be extremely clear though. There are no income claims. There is absolutely zero potential of you getting a dollar out of consuming free content. That’s all this is, is information.

I can in no way, shape, or form guarantee that you’ll make literally any bit of money at all after reading content like this.

I just want to be extremely clear. All we’re doing is handing down lessons from people who have been there, done that.

According to the US Bureau of Labor Statistics, it’s a 0.1% probability that you would ever hit $10 million a year, let alone the even smaller probability than that that you would ever hit million-dollar months, because that would obviously be $12 million a year or a couple million bucks a month.

You are no special snowflake. You are likely in those odds of people who would never stand a chance to do this.

But nonetheless, these are some great lessons, and I’m sure you’re going to get something out of it. So let’s see.

If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

What Are the Major Flaws with Instagram DM Ads That Make Them Unstable

First of all, here are some of the flaws that we have to first expose so we can strengthen them.

A lot of people misinterpret fear. They don’t understand its purpose. Fear isn’t something that should inhibit action. Fear is something that should encourage action.

When we’re fearful about something, it’s an opportunity to strengthen a weak area.

We have to know what can cause fear though before it even causes the fear in our chest. We can just attack it and mitigate it from happening at all.

So some of the flaws that will cause fear.

Number one, pixel conditioning.

Why Pixel Conditioning Is the Biggest Problem with Instagram DM Ads

Pixel conditioning is something that most of you are going to look at as a near impossibility when you’re considering running DM ads or you are running DM ads.

If you optimize around the standard message or whatever you’re going to choose to use, you can do it under an engagement campaign or you can also do it under a lead campaign to just optimize around people literally sending a message to the page.

And that’s the standard event that you choose to use, you are going to have a bad time.

We have guys, there’s really two things that control targeting. You got messaging and you got pixel conditioning.

Messaging is obviously who the ads are most probable to reach at first. And before that standard event results column there and your ads manager sees any data, the messaging is what’s most probable to control the targeting.

So you can have the classic who it’s for and who it’s not for messaging and create some incredible well-aligned to your ideal demographic content and/or images and you can appeal to those people and likely start getting them to pour in.

But here’s the issue. And I’ll tell you this point blank.

This is a perfect example right here on this site. I talk about million-dollar months. Ideally, everybody consuming this is at the lowest $100K a month.

But let’s be honest, how many of you are well below that that still consume this? When you talk up here, everybody below that pays attention.

So unfortunately, even though you’re going to talk to the people that you’re actually trying to talk to, there will always be a bunch of unqualified people that engage anyway.

And respectfully, by the way, to those of you that just aren’t at that threshold yet and still consume anyway, good for you. Hopefully you’re going to get way richer as time goes on, and I respect your willingness to grow.

But again, just to be extremely clear, I talk on this site and I encourage risk-taking on this site relative to the fact that you’re already doing a couple hundred grand a month. So just kind of keep that in mind if you’re a little smaller right now.

Back to talking to you, the big player. You ready?

So moral of the story, that standard event might initially start to get conditioned with the right types of people, but all it takes is one unqualified person to kick the door in and have your pixel conditioning get messed up.

And when that happens, there are a lot more unqualified people out there than there are the right types of people.

So you’re going to start moving in waves. You’re going to experience this wave where you go through a pocket where you have the right people half the time and you have absolute rubbish coming through the other half the time, because audience fatigue and saturation eventually reduce ad relevance and response quality.

And what’s going to happen is at first that’s all it’ll be. There’ll be good times and there’ll be bad times.

And to be honest with you, you might actually be able to endure and scale through that. That might actually be something that becomes ideally consistent because if that stays the same and that pattern holds, you’ll be good. You can scale.

Your numbers will likely work out as long as your connection rates and booking rates and show rates to those calls, close rates and average order value are good.

But just to be clear, that’s actually a good scenario.

Why Instagram DM Ad Performance Declines Over Time and Gets More Unqualified

Here’s kind of the unfortunate thing. That average of everything above this line being good and everything below this line being poor, unfortunately how it usually works is initially you’re up here and then you get a little bit down here and it kind of pulls back up and then it just perpetually goes down.

And you can do stuff like, don’t get me wrong, you can reset a campaign and ideally have it go back to this initial pocket again. You can reset an ad set and you can ideally have it repeat the first half of that pattern there.

But here’s the unfortunate thing. After enough conditioning happens, after enough pixel conditioning happens, it’s not going to be good.

What’s going to end up happening is you’re going to perpetually every time you relaunch the campaign just have a much higher probability to get unqualified people.

That’s the big downside to optimizing around message when you’re running DM ads.

Now there’s certain tricks that some people like to use. And unfortunately, a lot of the tricks, they disrespect this same exact lesson.

And some of those tricks there are things like, well, instead of running a message optimized campaign, you can optimize around engagement and you can tell people to comment. You can run follow campaigns.

But again, they all have the same exact issues, the pixel conditioning problem.

So if you think in terms of a solution for the DM ads to become better and get more consistent, high-qualified people to come through them, likely for a slightly higher cost, because that’s the other big issue.

Why Your Real Cost Per Qualified DM Is Higher Than What Shows in Ads Manager

Y’all operate with the most insane level of comparison bias I think I’ve ever witnessed. It’s hilarious how y’all operate your businesses.

You’ll have a bunch of poor quality leads in your results column. And when you go look at that, like let’s use the example, it’s like 50 people converted and they technically sent you a DM.

And then you’ll look at your cost per result. And your cost per result, let’s say it’s like $10.

But here, out of that 50, let’s say that only 10 out of 50 are actually qualified.

And it’s like, you may even know that number. You may even know how many are qualified versus the 40 that were unqualified.

But you’ll never just say to yourself, “Well, that was my cost. That was my cost that I just spent.” You see?

And so here’s how this ends up looking. It’s like here you have a $10 cost per DM, but if only 10 of them were actually qualified, you actually had a $50 cost per qualified DM because many campaigns generate low-quality or unqualified leads that inflate real customer acquisition costs.

And so all of a sudden, when I give you a little tip that’s going to get you something in your results column that says 50 instead of 10, you’re going to be like, “Oh my goodness, Jeremy, my cost is $50 now.”

No, it’s been $50. This is the type of person you want, not the other 40. This is a hallucinated number. This number is not real.

Comparison bias will make you ineffective. It’s a $50 cost per DM. And when that starts to show up exclusively in the results column, it’ll say results 10 people, $50 cost per result.

Just so we’re extremely clear. And that’s going to be a good thing, not a bad thing.

Keep that in mind. Do not hallucinate and use comparison bias to allow your brain, think about what kind of simple person you truly got to be, what kind of ineffective person you got to be to be like, “Oh no, I finally see my actual cost per result in the cost per result column and now I’m really scared of it. Even though it’s literally always been that way, but the scary number has been invisible and hidden.”

It’s like terrible decision-making.

So long story short, assuming you’re not going to fall into that trap and you’re going to be able to overcome that, let’s get this magical actual cost per qualified number to show up there.

And instead of getting 50 people to report in with a terrible 40 of them that are awful, that’s 80% of the leads hitting the results column that are unqualified. That means that you have a much higher probability for that AI to go out and get more unqualified people.

So anyway, back to my point.

How to Get Only Qualified Leads to Report Back to Your Pixel Results Column

How can we get only the qualified people to report into the results column becomes the question and there’s really two main ways.

And I’m going to tell you, I’m actually going to put you on game to both of these because I want to be extremely clear when I say this.

Me giving you this information, I want to be very direct. I think DM ads are so scary.

In terms of you joining something like my Inner Circle program where we do our twice a month one-on-one calls, weekly group calls, quarterly in-person masterminds, I got a massive course vault, I’ll put you into 30 plus SOPs, unlimited Jeremy AI access.

And on top of that, a very active group chat full of rich people trying to get significantly richer.

When I put you into something like that, you’re going to hear me talk negatively about DM ads all the time. And you’re going to see it amongst the people in the group.

The guys who are in there that are running DM ads, they have the most unstable businesses I’ve ever witnessed. It is insane the level of volatility that they endure.

So me sitting here teaching you this stuff about DM ads, you can go do this and yeah, it’s very probable to go get you some great results after you learn these two ways.

But I’m going to tell you point blank, I wouldn’t encourage you do any of this. I’d encourage that you do something that’s more stable, consistent, and predictable.

This is one of the scariest things you could ever do. But again, I’ll make it a little more stable for you, and I’ll put you on true game.

How to Use a Quiz Funnel with Broke Bait Questions to Filter Unqualified DM Leads

So here’s the two ways. Number one is a little quiz funnel.

Usually a little quiz funnel can have about one to two qualifiers. We call this broke bait.

So with broke bait, all we’re trying to do, I’m a broke baiter. I’m just tossing out the broke bait. We want to put them in the lines. We want to separate them out.

We do not want the qualified coming anywhere near the unqualified. And we do not want the unqualified coming any qualified folks. We do not want those unqualified people touching that results column.

So what we do is we go from an ad over to a very simple landing page. And by very simple, I mean this will literally have essentially just a question right here.

And it’ll be question one and then it’ll forward over to question two. And then as soon as question one and two get answered the right way, conditional logic is going to push them to a third page.

And there’s going to be a little button on this page. And this specific button is a little mini chat button. And that mini chat button is going to prompt to go back onto Instagram into the DMs.

And it’s going to have everything that you would normally have if you have them click right through from an ad. It’s going to have the little button that prompts them with whatever the trigger word’s going to be.

Ideally, if you’re again not ineffective, you’re going to use a specific trigger word that’s obviously specific to coming from this funnel. That way you know it’s from ads and not from organic.

Don’t be lazy.

Anyway, and then from there, obviously, they’re going to go through the standard DM funnel. They’re going to have a conversation with your setters or maybe you’re a little more advanced, you got an AI tool, but I’m not going to put you on game to that kind of stuff here for free. You have to invest for that.

So then they have a conversation. Obviously you have a booked call. Hopefully they show up for the call and you’re running all the back-end selling systems that you need.

Then from there, they obviously close and then obviously you want your average order value to be as high as humanly possible so you can make some real money out of this.

What Pixel Events to Fire When Someone Passes Your Qualification Questions

Now here’s the most important part.

You are going to add a little bit of a web pixel standard event that fires off right here.

Now you want to use one of the lead-based standard events. This would be something as an example like schedule. You can also use something like literally just lead. You can use submit application.

By the way, I can’t even believe I’m going to give you this level of pro tip here on the site, but I will.

Very important for you to remember this tip. Out of all the people that are available to target, let’s say that you had a million people that you were trying to target. So you had a million person audience.

At a given time, there’s only a certain threshold of each one of these that are available for you to actually get in front of given whatever standard event you’ve selected and optimized your campaign around.

So as an example, if you select lead, out of the million person audience, you’re not going to reach 900,000 of them. You’re only going to reach about 100,000 who are actually probable to convert before your frequency starts to get jacked up.

Same thing over here with things like schedule. Could be a bigger audience, could be a smaller audience.

Ideally what you do is you add each one of these standard events to fire off when they hit that page after answering your broke bait questions.

So when they hit this page, the web pixel fires off. It fires off one of those specific lead standard events like lead schedule, submit application, something like that.

That then fires off to the pixel that ideally, if these people don’t lie, is going to get you a much higher ratio.

Think of it like this. Are people going to lie? Yeah.

But if your ratio of unqualified to qualified leads when you just raw dog message-based objectives and optimization options is 80/20, meaning 80% of them are unqualified, 20% are qualified.

Let’s say that this is switched here where 80% are going to come through qualified and 20% are going to come through unqualified.

What if the ratio is worse? What if it’s like 60% are qualified and 40% are unqualified to hit that results column?

That still increases your probability dramatically that your ads are actually going to continue going after more of the right people instead of a bunch of unqualified people like it has been using that messaging objective.

Just to be clear, that’s path number one.

How to Run Lead Campaigns Optimized for Schedule to Get Better DM Ad Quality

And this is really important you understand this because this is awesome.

Path number two is essentially the exact same path as this, but instead of using the quiz funnel, you can optimize. And this again, this is honestly pro levels of game.

It’s going to leave a few of you very entry level people, I’m going to leave you high and dry here and you’re going to have to figure it out because again, this is free content.

I’m going to put you on game to how it works, but I’m not going to walk you through all the technicals of it. I save that kind of stuff for the people who actually pay me money.

You can still go out there and get results with what I just talked about. You can do that with nearly every single piece on my site. I’m unlike all these other people you consume content from.

I put you guys on serious game because I want you to go out there and win. I want you to have some house money to be able to go and buy one of my programs that’s available.

I’m going to win you over. I’m going to win you over undoubtedly.

But again, I’m not going to be able to teach you everything. I always am transparent. I hold back about 80% to 90% of what I know for the people who pay me. It’s just how it works.

Anyway, let’s create a separate little area for path number two here.

So path number two is very simple, but slightly different.

So again, in path two, we take them from the ad. Now we’re going to just start right there. This is optimized for a lead campaign type.

And then on the ad set level, what we’re going to do is we’re also going to optimize around something like schedule because what do we actually want out of our DM ads?

We don’t just want people who DM us. We want qualified people who DM’d us, who booked calls.

So in this one, again, the campaign type, we’re selecting lead. The ad set level, we’re selecting schedule is what we’re going to optimize around.

And the ad itself, this is very important you understand this, the ad itself is going to call out DMing the page.

This is very technical and you might get lost in the sauce. You may need to re-read this. Make sure you pay attention to this very closely.

Wake up if you’re kind of zoning out right now.

You’re going to have the ad click through to the scheduler page that you would have people that your DM setters are going to push people to. That’s the link. That’s the destination URL.

So this landing page that you’re technically going to push people to is going to be the link with the scheduler that your DM setters are going to be sending people to.

The ad itself is going to be so clear. You’re going to make the ad itself, even though it’s an ad that has a destination URL, the ad is going to say, “Make sure you DM us this word.”

The whole ad is going to be centric around DMing the business a certain word. That’s how the ad’s going to be made.

The trick here is, and this is a trick, us having the person with the ad there, have it click through to the scheduler page.

When the person then goes and in an indirect way shoots a DM to the business, the conversation happens with the DM setter, the DM setter is then going to send them that same URL.

And when this person books the call and they’re officially locked in, they go to a confirmation page. And on that confirmation page, that’s where we’re going to have the schedule standard event fire off.

And of course we can use the conversion API as well right here.

Now what that’s going to do, and this is really important you understand this, this specific spot here is where the web pixel is going to fire off.

And as a result of that, that type of person is going to be who pushes back into that results column within the ads manager there.

And again, we’re going to see what a cost per qualified call looks like in that results column. And for our cost per result, we’re going to heavily bias the pixel conditioning here to go after people that are actually qualified and booking calls.

Flipping Qualified Ratio Works

And let me be clear, are we occasionally going to get an absolute ineffective person that hears an ad, sees an ad that says DM that still clicks the link and books anyway and might be unqualified? Yeah. Yeah, you absolutely will.

But will it be a majority of the people like your messenger-based ads would have that are going to come through unqualified and poor quality? No. No, it’s not.

It’s going to be the same thing. All we’re doing here in these two strategies is we’re flipping the ratio.

So instead of allowing 80% of unqualified people to come through by optimizing around message or follow campaigns or engagement campaigns for that matter to try to get people to DM us and only getting 20% of people to come through that are qualified.

We’re going to flip that. We’re going to try to get 80 plus or 70 plus percent of people to come through qualified and only 20% to 30% to come through unqualified because you have to admit these other two ways have a much higher probability to mitigate the poor quality leads.

We have to get the poor quality leads out of the punch bowl and we have to remove as many poor quality leads as we can out of the punch bowl to make the juice pure.

You understand?

So anyway, just to be clear, there’s a lot more detail and depth I could go into about both these, but I’m not ever going to do that here for free. You have to invest for that.

And I’m telling you, I’ll tell you time and time again until you inevitably do it, my friend. It’ll be worth every dollar. I promise you that.

We get that feedback every time. They say, “Wow, you actually do hold back. Wow, there’s so much more in here.”

They get immediate value. You’d be super impressed. I’m not going to showcase all the wins because I don’t want to give you the impression that’s going to happen to you.

It could take you months after joining into one of my products to get some kind of result. You may never get a result because guess what? I just give you information. You have to actually go out there and do something with it.

But I’ll tell you this point blank. The information that I give in my paid program is way much more in-depth than this.

What Information Gets Withheld from Free DM Ad Content Versus Paid Programs

And we have multiple consumables of all the things that I’m sitting here talking about. We have Jeremy AI which you can discuss.

And it’s so funny sometimes people are like, “Oh, I got my version of Jeremy AI. I just take all your free content.”

Yeah, you take all my free content where I have 10% to 20% of the information that I otherwise share and you put it in some AI to try to talk to a version of me. And sure, that’s cool.

But you got 10% Jeremy. You know, you got 10% Jeremy.

Imagine full Jeremy with every single message DM, every single voice note, every single course, every one-on-one call. You’ll never see those. You’ll never see every consulting call, every client call again. You’ll never see those. You’ll literally never see them ever.

The only way that you ever talk to something like that that has that level of information, every message I’ve ever sent, every single piece like this, every SOP, things you’ve never witnessed. All that’s in our Jeremy AI.

It’s the 100% Jeremy AI, not the little YouTuber version. Not like that.

In addition to that massive course vault, big group chat full of people that are actively rich and trying to get significantly richer.

It is all the accountability that you’ve been looking for and then some. It’s all the certainty you’ve been looking for and then some.

It’s the greatest thing you’ll ever pull the trigger on. And whether it’s Jeremy’s Inner Circle or whether it’s my Master Internet Marketing offer, go check those links available.

Both are absolute great and I will earn you in there one day. I promise you that.

But until then, go consume some of my other content. I’ve got some straight up great pieces here and I would encourage that you go check a few of them out if you’re not ready to pull the trigger on one of my paid programs yet.

Most business owners waste years figuring out what actually works. In my Master Internet Marketing program, I compress that learning curve into 7 weeks, covering copywriting, funnels, ads, and more. If you’re ready to invest $5k and get serious about your skills, apply here.

Look forward to winning you over one day.

And of course, go get richer.

Talk soon.

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