How Jordan Pham's DM funnel went from $0 to $117K in 45 days

On our first call in April 2026, Jordan told me his ads funnel had a whole sales team behind it and his Instagram DMs had one guy, a few hours a day.

Jordan tells the story himself in the video above.

A full sales team on the ads, one setter on the DMs

Jordan’s business grows through paid ads. The ads send people to a book-a-call page, a first call sorts them, and the qualified ones land in his sales team’s calendars.

The DMs had one person, and Jordan didn’t sugarcoat it:

“I get heaps of DMs, but there’s only one guy on it and it’s very manual.”

Jordan Pham, on our first call

His DM setter was paid on commission only. Five to ten new conversations came in daily. Message requests sat in a separate folder, and some of them got lost before anyone moved them into the main inbox. Nobody had ever looked into those DMs properly, and the DM funnel brought in nothing.

I see this a lot in businesses that grow through ads. The paid funnel gets the team, the reporting and the attention, and the DMs get whoever has a few spare hours. If you’re working out who should own that inbox in your business, how to manage setters and closers lays out the options.

Worried the DMs would hurt his brand

Jordan’s biggest worry came up early on that first call, and it was about messaging people who hadn’t written to him first:

“I don’t know if I’m open to running outbound DMs because I don’t want it to kind of damage my reputation or my brand.”

Jordan Pham, before he signed

He was right to ask. Cold messages to random people, sent by VAs, are spammy, and we don’t do them. What I suggested was much narrower: a personal message only to people who had just followed him. Someone follows you, and a few minutes later they get a short, personal question about what made them follow. People are used to getting a message after a follow by now, and done well, it helps your reputation instead of hurting it.

I left the decision with him. So we started on inbound only and kept the new-follower messages switched off until he was ready.

A few other things made the yes easier. On the call I showed him he could switch the AI off for any single conversation with one click, that the AI would stay out of conversations with accounts he follows, so friends and family don’t get a setter message, and that brand or partnership requests would go to a person on his team. And I told him not to let his setter go yet. At the start the AI only takes new conversations, so we might need him in the first weeks.

Every DM answered in under two minutes

Before we touched any tech, Emil on my team learned the job the way Jordan’s best appointment setter would do it: his offer, his criteria for a good lead, how his sales process runs. Then my team built the AI on that and connected it to every way a conversation starts in his inbox.

From go-live, every message got an answer in under two minutes, day or night. The AI qualifies people on Jordan’s criteria. When someone doesn’t meet them, it thanks them and pulls back. When someone does, it books them straight into the process he already had: the first call, then his sales team. Follow-ups that fall outside Meta’s 24-hour window go to one VA.

His inbox, before and after:

In Jordan’s DMs	Before	With OmniFusion
Who works the DMs	One setter, commission only	The AI setter, run by my team
Hours covered	About 3 a day	24 hours a day
Reply time	Whenever the setter was on	Under 2 minutes
New followers	No message	A personal opener, once Jordan said yes
Booked calls from DMs	Not tracked	About 10 a day

How the whole system works, from the first message to the booked call, is on our AI appointment setter page.

Then we switched on the new-follower messages

For the first stretch, the AI ran on inbound only and booked three to four calls a day. Once Jordan was ready, we switched on the messages to new followers. Every new follower now gets a personal opener, some of them as voice notes, and the AI takes over as soon as they reply.

Bookings went to about ten calls a day.

The DMs became a second funnel

Where the DM funnel stood 45 days after go-live:

• $0 to $117,000 in 45 days. Counted from go-live, from the DM funnel alone.
• 283 calls booked in one month. Extra calls for his sales team, next to everything his ads funnel books.
• A 29.1% booking rate. About every third conversation in his DMs ended in a booked call.
• Under two minutes to answer every message, at any hour.

Jordan’s booking rate is unusually high, and we were surprised ourselves. His ads do a lot of the qualifying before anyone reaches his DMs, and his team runs a two-call process, with a setting call before the sales call. I would never promise anyone that number. What does carry over is the part we control: every message answered within minutes and no conversation dropped.

The setter team on his ads didn’t change

The DM funnel is now its own revenue stream next to his ads and webinars. The AI replaced his one DM setter. The setter team on his VSL funnel stayed exactly as it was, and the two funnels run side by side.

On whether his team could have built this themselves, Jordan said:

“I think we could have definitely figured it out ourselves, but to the standard at which you guys have made it, definitely not.”

Jordan Pham, in the interview

What you can take from Jordan’s story

If your paid funnel works and your DMs don’t, you probably have a second funnel sitting in your inbox. Jordan’s leads were already in his inbox or one follow away. What was missing was an answer to every message within minutes, at any hour, and a personal opener to every new follower.

Two things I’d copy from how he did it. Start on inbound, and switch on the new-follower messages when you’re ready. And don’t measure yourself against his booking rate. Your ads and your sales process shape that number as much as the DMs do.

You can follow Jordan on Instagram at @jorpham.