How to create a Click-to-DM Instagram ad

Quick Answer

To create a Click-to-DM Instagram ad, choose the Engagement objective in Meta Ads Manager, set the conversion location to Messaging apps, pick Instagram under messaging destination, and configure an automated welcome message in your inbox.

Step-by-Step Guide

1. Connect Instagram messaging to Business Suite

Go to business.facebook.com/inbox and ensure your Instagram inbox is connected. You will need an Instagram Business or Creator account, not personal.

2. Create an Engagement campaign

In adsmanager.facebook.com click Create > Engagement. Name the campaign and skip Advantage campaign budget for first runs.

3. Set conversion location to Messaging apps

At the ad set level under Conversion location select Messaging apps. Then under Messaging apps tick Instagram Direct only (untick Messenger and WhatsApp).

4. Build a custom welcome flow

Click Create new under Message template. Choose:

Start conversations: A short greeting and quick-reply buttons
Generate leads: Ask qualifying questions like budget or timeline
Custom template: Full JSON-style flow

Add at least three quick replies so users have something obvious to tap.

5. Configure budget and audience

Use a daily budget of GBP 10–20, broad UK targeting, and Manual placements set to Instagram Feed, Reels, and Stories.

6. Create the ad

At the ad level upload a vertical video or image. The CTA button will automatically be Send Message. Write primary text that explicitly invites a conversation, e.g. "DM us 'PRICE' for a custom quote".

7. Publish and respond fast

Click Publish. Once leads arrive, respond within 5 minutes. Meta's algorithm rewards accounts that reply quickly with cheaper CPMs over time.

FAQs

Do I need a chatbot for Click-to-DM ads? No — manual replies work, but ManyChat or Meta's built-in automated responses help at scale.

Can I track Click-to-DM as a conversion? Yes — Meta counts each new conversation as a result inside Ads Manager.

Why are no DMs coming through? Check your inbox connection in Business Suite and confirm you have a Business or Creator account.

Can I retarget people who DMed me? Yes — create a custom audience from People who messaged your Instagram account.

Is Click-to-DM good for cold traffic? Yes, especially for high-ticket services where buyers need to ask questions before purchasing.

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