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How we got 10,647 leads and 1,108 orders for Aqua Magic oxygen cleaner
Aqua Magic is an oxygen-based, hypoallergenic cleaner for clothes, dishes, furniture and surfaces. We turned Instagram DMs into a steady sales channel — and grew the share of qualified leads from 20% to 50% by teaching Meta's algorithm what a real buyer looks like.
Instagram DMs
placed
qualification
Meet Aqua Magic
A multi-purpose oxygen cleaning powder for the home: safe, hypoallergenic and suitable for clothes, dishes, furniture and surfaces — one product instead of a shelf of chemicals.
The goal: bring quality leads into Instagram DMs at a low cost per lead — without trading away lead quality for volume.
Not just DMs — DMs that buy
A new universal cleaner had to win attention in the feed and bring people who actually order — not just ask the price. Each problem got its own answer.
Cheap messages, weak quality
The first launch brought plenty of DMs at a good price — but only one in five people matched the ideal customer. Cutting the budget would have stopped the learning, so we kept testing new angles and hooks.
Teach the algorithm what a buyer looks like
Every DM lead was tagged in Meta's Lead Center, so the algorithm learned from real sales outcomes — not just from who sends a message.
Scaling without losing quality
New creatives kept the account fresh, but launching untested videos spreads budget thin. To reach daily orders at scale we needed to put money only behind what actually sells.
Top-3 creatives + Advantage+
We picked the 3 best creatives by orders (with CTR and cost per message as secondary signals) and scaled them with Advantage+ automated targeting.
Three launches from 20% to 50% qualified leads
UGC creatives with USPs
Native, testimonial-style videos and a broad baseline audience to find the first signals.
Lead tagging + new hooks
Every lead tagged in Lead Center; more UGC and attention-grabbing videos.
Scaling with Advantage+
Only the top-3 proven creatives, automated targeting on a trained algorithm.
UGC creatives that sell the USPs
Native to the Instagram feed
We made testimonial-style UGC videos that look like a real person's story, not an ad. Each one led with a product benefit, so the viewer understood why this cleaner in the first seconds.
Baseline audience
We started with women aged 24–50 in Uzbekistan interested in parenting, childcare and home improvement — the people who run the household and buy cleaning products.
Baseline targetingOxygen does the scrubbing
The core message of every video: active oxygen lifts stains from fabric, dishes and surfaces — gently enough for children's clothes. Showing the result beat explaining the formula.
A good price per message — but low quality
Launch #1 results
The first launch proved the demand: almost 1,500 people wrote to the brand at under a dollar per message. But only 20% of them matched the ideal customer.
Launch #1 resultsTraining the algorithm with real outcomes
Every lead gets a status
Each DM lead was tagged in Meta's Lead Center. The algorithm stopped optimising for «anyone who writes» and started looking for people like those who actually ordered.
How much is the 1+1 offer?
Ordered 2 packs, delivery to Tashkent
Do you sell wholesale car shampoo?
Is it safe for baby clothes?
Seen · no reply
Better signals, better buyers
With statuses flowing back to Meta, each new campaign started from a clearer picture of the ideal customer — the foundation for launches #2 and #3.
Lead tagging in Leads ManagerNew hooks — and twice the quality
UGC + scroll-stopping hooks
We added more UGC-style videos and trendy «clickbait» openers built to stop the scroll in the first seconds. Together with lead tagging, this launch brought 6,806 messages — and the qualified share doubled to 40%.
A bold first frame that makes people stop and watch.
A real-life story that builds trust and explains the product.
Launch #2 resultsFinding the top-3 creatives
Orders first, everything else second
We ranked every creative by three signals — CTR, cost per message and orders, with orders as the deciding one. Three videos clearly outperformed the rest and became the core of the scaling launch.
Scaling with Advantage+
Fewer creatives, smarter targeting
We switched on Advantage+ and fed it only the three proven creatives. On top of an algorithm already trained by lead tagging, this launch reached a 50% qualification rate and a steady 10–15 orders a day.
Launch #3 in Ads Manager
The scaling launch delivered the highest-quality leads of the whole project — half of all DMs matched the ideal customer profile.
Launch #3 · Advantage+More DMs. Better buyers.
Qualified leads per $100 of ad spend
Calculated from cost per message × qualification rate in each launch
From DM to order
The whole project, all three launches
messages from potential buyers in Instagram Direct
leads matching the ideal customer profile
orders placed through DMs
qualification rate in launch #3 — up from 20%
average cost per qualified lead
average ad cost per order
Revenue from first orders placed through Instagram DMs. Repeat purchases of a consumable product come on top and aren't included here.
The algorithm learned who buys
We didn't chase the cheapest message. Each launch fed Meta better information about real customers — and each launch brought a higher share of people ready to order.
Want Instagram DMs that turn into orders?
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