The $21.7M Ad Spend Playbook: Facebook & Instagram Ads That Actually Convert
Seven battle-tested plays to turn cold audiences into paying clients without complex funnels or wasted budget
If you're a coach or consultant who's tired of throwing money at Facebook and Instagram ads that don't convert, this playbook is your shortcut to what actually works. Most people overcomplicate paid traffic—building 20-step funnels, obsessing over pixel events, and burning thousands before they see a single sale. After managing $21.7M in ad spend across dozens of seven and eight-figure coaching businesses, I've distilled the exact plays that consistently turn cold scroll into booked calls and closed clients. Inside, you'll get seven proven plays—not theory, not fluff—each one a specific scenario with step-by-step execution and real examples. You'll learn how to run direct-to-DM Instagram ads that start conversations (because conversions happen through conversations), how to structure case study ads that overcome objections before prospects ever talk to you, and how to use Facebook's hidden group engagement objective to build an audience that raises their hands asking for help. You'll also discover the headline formula that's outperformed everything else across industries, the thank-you page strategy that captures fast movers, and the lead magnet approach that actually gets consumed (hint: it's not a 40-page ebook). This isn't about spending more. It's about spending smarter. Every play is designed to get you results this week—whether you're working with $500 or $5,000. If you want the same system that's helped clients sign 19 new clients in a month at $5K each, without a single phone call, you're in the right place.
What's inside
- 1Play #1: The Direct-to-DM Instagram Ad (Close Clients Without Calls)
- 2Play #2: The Facebook Group Engagement Objective (Build Your Audience on Demand)
- 3Play #3: The Case Study Ad Formula (Turn Skeptics Into Buyers)
- 4Play #4: The 'Yay Without Boo' Headline Template (Hook Scroll-Stoppers Every Time)
- 5Play #5: The Irresistible Thank-You Page Offer (Capture the Fast Movers)
- 6Play #6: The High-Conversion Lead Magnet Strategy (Checklists Over Ebooks)
- 7Play #7: The Nine-Word Hand-Raising Post (Get 40+ Qualified Leads Per Post, Zero Ad Spend)
7 sections · Full content unlocks after purchase
Customer reviews
- MTMarcus T.
The Direct-to-DM play alone paid for itself... well, it's free, but you know what I mean. I've been running ads for 6 months with mediocre results and this approach got me 3 consultations in the first week. Super clear, no fluff.
- SCSarah Chen
Finally someone just tells you what to do instead of explaining why funnels are important for 40 pages. I used the Case Study Ad Formula for my nutrition coaching and had my best lead week ever. Chris clearly knows his stuff.
- @J@jenna_builds
The nine-word hand-raising post is borderline magic. Posted it in my stories and got 12 DMs from people actually ready to buy, didn't spend a cent on ads. The whole playbook is super actionable if you're a coach or consultant.
- DRDavid R
I was about to hire an agency for like $3k/month but tried these plays first. The 'Yay Without Boo' headline template is so simple but it works—my click-through rate literally doubled. Worth way more than free.
- AKAmanda K.
Used the Facebook Group engagement objective play and built a warm audience of 400+ people in three weeks. My previous ads were just... going into the void. This is the kind of specific stuff you actually need.
- RWRyan Walsh
Super practical. I'm a business coach and was definitely guilty of overcomplicating my funnel. Stripped it down using Play #5 and the thank-you page offer, converted 2 clients in 10 days. These plays are legit battle-tested.
+ 4 more reviews
These are sample reviews, not from customers — placeholders until this product gets its first real review.
Sold by Chris Chung (@iamchrischung) · Delivered by INSEN