A lead magnet bot takes a standard social media keyword automation one step further. Instead of sending leads to a website to fill out a form, the bot handles the entire conversation inside your DMs - collecting the lead’s details, delivering the freebie, and naturally guiding them toward booking a call, all without them ever leaving the app.
This guide is perfect if you want to:
Deliver a lead magnet automatically through Instagram or Facebook DMs
Collect a lead's name and email without sending them to a separate form
Qualify leads and guide them toward booking a call (or any next step)
, in Settings > Integrations (if you want to include appointment booking)See the full bot in action from start to finish, so you know exactly what to expect before diving into setup.
This is set up using two separate, but connected, workflows.
The first workflow is a standard social media keyword bot which acknowledges a lead’s comment (using the keyword) and sends them a DM. However, instead of sending a link to an opt-in form in order to deliver the lead magnet, like a standard keyword bot, this version sends the lead to the second workflow.
The second workflow is where the Conversation AI bot takes over. It collects the lead's name and email, delivers the freebie link, and asks a light follow-up question to start qualifying them. From there, if the lead is interested, the Appointment Booking bot checks your Ivorey calendar and books an appointment directly through the DM thread.
If you're familiar with the AI Agents tab in Ivorey, you might be wondering why we're not using that here, and why Conversation AI inside a workflow is the better choice for a DM bot.
The standard AI Agents > Conversation AI bots in Ivorey are great for general autopilot scenarios like a website support widget.
For a DM bot, we need conditional responses. We only want the AI to activate after the lead has confirmed they want the freebie.
Conversation AI inside a workflow lets us trigger the bot conditionally, control the channel, customise the instructions per step, and branch the conversation based on what happens.
That level of conditional responses aren't possible with a standalone agent, which are limited to suggestive or autopilot responses.
You'll be working across two workflows and two Conversation AI bots to build this. Ivorey has provided ready-made templates for all of it, so rather than building from scratch, you'll be customising what's already there to fit your business, your freebie, and your voice.
This workflow listens for your chosen keyword in Instagram or Facebook comments, replies to the comment, and sends the interactive opt-in message to confirm the lead wants your freebie, before sending them to the Conversation AI workflow.
From the main Ivorey menu, go to Workflows > open the Bonus Workflow Templates folder > find or search for the Instagram/Facebook Keyword Bot to Conversation AI template > click the [⋮] three dots > and select [Duplicate Workflow]
Find or search for the Lead Magnet Conversation AI - DM Bot template > and [Duplicate] that as well (you need to have this workflow ready, in order to connect the two)
Select both of the template copies > along the top tool bar, click [Move] > click the [←] back arrow > click [New Folder] > and give your folder an appropriate name (e.g. Lead Magnet DM Bot)
Go to the new folder you created > open the copied Instagram/Facebook Keyword Bot to Conversation AI workflow > follow the steps in our Social Media Keyword Bot guide to start customising it according to your business > and return here for the remaining steps
Note: When you get to the Interactive Messenger action step and add a button, set the button Action to [Perform Actions] (not Open Website)
Under the Button branch (e.g. “Yes I’m Interested!” or whatever you set the button text to), click the Add To Workflow action:
Under Workflow, select the Lead Magnet Conversation AI - DM Bot workflow copy you made
Toggle ON the Pass Input Trigger Parameters option (this will send important data into the next workflow)
Click the [Save Action] button
Under the Default Timeout branch, click the Facebook or Instagram Interactive Messenger action:
Customise your follow-up Message
Under Buttons, customise your button text
Set the Wait step to 100000000 minutes (or any high number, to allow time for delayed response)
Click the [Save Action] button
Click the [Save] button, in the top right corner > and move on to the next step
Before customising the Conversation AI workflow, make sure you’ve set up your AI personality and business information as custom values in your account.
Refer to our Use Custom Values to Train AI guide to complete this step. Once your two custom values are set up, come back here and continue with Step 3.
This workflow is triggered automatically by the keyword bot workflow you set up in the previous step, and contains two Conversation AI bots, one to qualify your leads and one to book appointments.
Step 3a: Customise the Lead Magnet Bot
This bot collects the lead's name and email, delivers the freebie, and starts a light qualifying conversation.
From the main Ivorey menu, go to Workflows > open the new folder you created > open the copied Lead Magnet Conversation AI - DM Bot workflow > click the [Lead Magnet Conversation AI] action
Under Personality, insert the custom values you created:
Next to Personality:, delete the INSERT HERE text > click the 
tag icon, to the right hand side > scroll down, and click [Custom Values] > click [AI Training] (or whatever you called your custom value folder) > and select the personality custom value you created
Next to Business Information:, delete the INSERT HERE text > click the tag icon, to the right hand side > and select the business information custom value you created
Under Additional Instructions, customise the instructions as needed > and paste in your freebie link, where it says [INSERT LINK HERE] (under Step 2 in the instructions)
Under Question, customise the questions as needed (this question will likely never be asked, as the conversation thread was already started by the keyword bot workflow)
Customise the Time Out settings if needed (we recommend less than 24 hours as per Meta’s restrictions)
Select the Channel (e.g. Instagram or Facebook)
Leave the Skip if answered toggle OFF
Edit the Bot Responses Limit according to the number of steps you’ve outlined in your Instructions
For example: if you have 3 or 4 steps, a response limit of 10 would be appropriate. But if you have 5 or 6 steps, you may want to increase this to 15.
Customise the Wait Time as needed (this is how long the bot will take to reply to your leads)
Click the [Save Action] button, at the bottom
Step 3b: Customise the Appointment Booking Bot
This bot picks up after the lead magnet has been delivered and the lead has responded. Its goal is to continue the conversation naturally and guide them toward booking a call, without being pushy.
Inside your workflow, under the After Lead Magnet is Sent branch, click on the Appointment Booking AI action:
Under Calendar, click on the drop-down to select the calendar these appointments should be booked on (e.g. your 1:1 consultation calendar)
Under Personality, insert the custom values you created:
Next to Personality:, delete the INSERT HERE text > click the tag icon, to the right hand side > scroll down, and click [Custom Values] > click [AI Training] (or whatever you called your custom value folder) > and select the personality custom value you created
Next to Business Information:, delete the INSERT HERE text > click the tag icon, to the right hand side > and select the business information custom value you created
Under Additional Instructions, customise the instructions as needed
Under Maximum Messages Limit, edit the number of messages the bot should send, in attempt to get a call booked. If the limit is reached with no booked appointment, the lead will move to the Appointment Not Booked branch (we recommend a limit of around 10-15 messages)
Customise the Time Out (Value) and (Unit) if needed (we recommend less than 24 hours as per Meta’s restrictions)
Select the Channel (e.g. Instagram or Facebook)
Choose whether the bot should send a Confirmation Message, once the appointment has been booked
Customise the Wait Time as needed (this is how long the bot will take to reply to your leads)
Click the [Save Action] button, at the bottom
Customise your Time Out branches:
Under the Lead Magnet Bot > Time Out branch, click on the Follow up action > and customise the follow-up message. This message will be sent if the lead has not replied within the time out window, after the Lead Magnet Bot has started the qualifying conversation (the bot may or may not have sent the lead magnet yet)
Note: if you are customising this template for Facebook, add a Messenger action here instead > then click the Wait action, below that > and under Reply To, select the Messenger action you just added
Under the Appointment Bot > Time Out branch, click on the Follow up action > and customise the follow-up message. This message will be sent if the lead has not replied within the time out window, after the Appointment Bot has taken over the conversation
Note: if you are customising this template for Facebook, repeat the process above to add a Messenger action here instead.
(optional) Add actions to your Appointment Not Booked branch - you can leave this blank, and consider this a dead lead, or add any actions you want - for example:
Instagram DM/Messenger action to send another follow-up message (copy and edit the steps from your Time Out branch to loop them back into talking to the Appointment Bot)
Add to Workflow action to add them to a nurture sequence (this will need to already exist in your workflows)
Add Contact Tag action if you want to identify them as a lost lead, for future nurturing
Click the [Save] button, in the top right corner > and move on to the next step
Testing this bot requires two Instagram/Facebook accounts - your business account which the bot is managing DMs from, and a personal account (or a friend's account) to act as the test lead.
Make sure both workflows are set to Publish, in the top right corner, before testing - neither will trigger if they're in Draft mode (only toggle them to publish when you are ready to test)
From your personal Instagram/Facebook account, go to one of your business account's posts > comment your keyword > and check your DMs on your personal account, you should receive:
A comment reply on the post
An interactive message with a button to confirm interest
Click the button on your phone (desktop doesn't support interactive message replies) > once you click the button, the Conversation AI workflow will trigger. You should receive the bot's first message within your set wait time
Continue the conversation through to lead magnet delivery, qualifying questions, and appointment booking to test the full flow (try to respond as a real lead might, to properly test the bot’s responses)
In Ivorey, go to Workflows > open the Lead Magnet Conversation AI workflow > check the Enrollment History and Execution Logs tabs to see how the test contact moved/is moving through each step, and confirm everything is firing correctly
From the Ivorey main menu, go to Contacts to confirm the test lead's name and email have been saved to their contact record
If you notice responses that feel robotic or off-brand, update the AI personality and business information custom values, or the Additional Instructions for both Conversation AI bots in your workflow, as needed. Each time you adjust the instructions, re-test to see how the bot responds
If you want to test again with the same social media accounts:
From the Ivorey main menu, go to Contacts > and delete the test contact
Delete the DM thread on both Instagram/Facebook accounts (this resets the conversation context so the bot starts fresh)
Note: If you don't delete the contact and DM history before re-testing, the Conversation AI bot will read the previous conversation as context and behave differently (e.g. it may skip steps it thinks have already been completed). Always start fresh for accurate testing.
Meta's consent rules require a specific opt-in step before automated DMs can be sent. The first workflow handles the keyword detection and the consent-based interactive message, the second handles the conversation. Keeping them separate makes each workflow easier to manage and troubleshoot.
Meta only allows automated DMs within 24 hours of the last message a user sent you. Every time they respond, the 24-hour window resets. This is why the time out value in a DM bot should always be set to 23 hours or less, so the follow-up fires before the window closes.
Yes, if you don't want to include appointment booking, you can simplify the Lead Magnet Bot to handle the full conversation and remove the Appointment Booking Bot entirely. The lead magnet delivery, name/email capture, and qualifying questions can all be handled in a single bot, and you can specify a different next step (e.g. sending leads to your website, store link, etc.).
Hit the support chat widget inside Ivorey - we can:
Upload the templates to your account, if you can’t find them
Walk you through any of the steps
Troubleshoot anything that’s not working
We’re here and ready to help via the chat widget in the bottom right of your Ivorey account. Or if you are looking for done-for-you support, you can browse our current services here 
