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Click-to-message ads - Instagram Glossary

Click-to-message ads open a direct message thread instead of sending someone to a website. The tap starts a conversation, opens the 24-hour messaging window, and hands the lead to whatever DM automation you have set up.

They suit anything sold through a conversation rather than a checkout - services, high-consideration products, bookings. The cost per conversation is typically far below the cost per lead on a form campaign, partly because the friction is one tap and partly because nobody has to leave the app.

The failure mode is having nothing on the other side. An ad that generates fifty conversations and no automated first reply produces fifty people waiting, most of whom are gone by the time anyone answers. The automation is not an optimisation here; it is the thing that makes the campaign work.

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