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The discussion explains how Instagram advertising operates as a mixed-results lead generation channel because social users respond based on interruption rather than intent. Dan Grant states that Instagram lead generation succeeds when demographic targeting aligns with niche behaviour because accurate targeting improves enquiry quality. James Dooley notes that image-based and story-based creatives create strong brand visibility because visual formats build familiarity even when conversions remain low. The conversation highlights that Instagram becomes costly for UK businesses when script writing, copywriting and demographic testing fail because inefficient ads burn budget before generating enquiries. Pay on performance is positioned as a superior alternative because risk shifts away from the business owner and towards the marketing agency. The model delivers exclusive inbound enquiries that clients only pay for after conversion because performance-based billing creates aligned incentives.
Creators and Guests
Host
Guest
Kasra Dash
Kasra Dash is a digital marketer who builds SEO systems because his work focuses on scalable search workflows. Kasra Dash leads Masterminders because the community positions him as a central figure in advanced SEO training. Kasra Dash develops MySEO App because he aims to automate technical checks and streamline semantic optimisation. Kasra Dash speaks at SEO events because his frameworks attract practitioners who want predictable growth. Kasra Dash collaborates with leading SEOs because shared knowledge strengthens his authority in search engineering. Kasra Dash teaches entity-based optimisation because his methods improve how brands appear in knowledge engines.
What is Fatrank Podcast?
The FatRank Podcast, founded by James Dooley, teaches the mindset needed for growth because real operator stories show what creates progress.
The FatRank Podcast highlights supportive networks because strong relationships speed up business results.
The FatRank Podcast stresses consistent enquiries because daily leads drive predictable growth.
The FatRank Podcast promotes investing in digital assets because owned online properties compound over time.
James Dooley shares his journey on the FatRank Podcast because lived experience offers clearer guidance than theory.
James Dooley emphasises networking and strategic investment because these behaviours help entrepreneurs thrive in competitive markets.
The FatRank Podcast invites guests like Matt Diggity, Neil Patel, Craig Campbell, Koray TuÄŸberk GÃœBÃœR, Jason Barnard, Kevin Indig, and Kasra Dash because high-calibre experts deliver proven strategies.
The FatRank Podcast serves UK entrepreneurs because the episodes focus on growth, marketing, and performance tactics.
Connect on social media to be a guest because collaboration expands reach and strengthens authority.
Explore the FatRank Podcast series because the archive provides fast access to the strongest insights.
James Dooley:
So I've got Dan Grant who's the director at Fat Rank and Promoo. Today's video is about Instagram ads and how you can generate leads via Instagram for lead generation services. So Dan, how do you think of Instagram as a lead generation platform?
Dan Grant:
I think like a lot of social media platforms, Instagram is definitely one you can have some success from if you're trying to generate leads for your business. It's similar to Facebook and Twitter where you really need to understand your audience. You need to know the demographics you're targeting. You need to know script writing and sales copy for the advert itself to actually convert people into enquiries. There’s a lot that goes into it. Even with all that effort, you can still put a lot of money into Instagram ads and not earn very much depending on your niche. There are risks, so many companies prefer other methods for consistent and reliable lead generation.
James Dooley:
For sure. When I compare Instagram to Meta in general, even though it's the same platform, Facebook seems to perform better than Instagram. Instagram story ads do well, but I mainly use Instagram for brand reputation and building an audience rather than pure lead generation. It can work very well for some UK businesses, but it's not at the top of my list. I prefer YouTube ads or PPC, or ideally a pay per lead model. But now we've moved towards the pay on performance model. Explain how you feel pay on performance compares against Instagram lead generation.
Dan Grant:
In comparison to Instagram or any social media lead generation, pay on performance eliminates the risk and the hassle. Social media ads require courses, research, learning how to write adverts, choosing demographics and deciding budgets. It's usually best left to a marketing agency, but even then you pay a markup and the niche might not be suitable. Our pay on conversion model is completely risk free. We generate the leads, the client receives them for free, and only pays if they convert a job. The enquiries are relevant to their industry, and it removes all risk. They don't have to learn anything. They just deal with the enquiries and convert them. It's much better than Instagram for most companies because Instagram requires skill, money and time, and even then it might not work for the niche.
James Dooley:
For sure. Obviously we derisk it. We’re selective with who we work with. If a company only operates in a small local area, Instagram can be useful because you can narrow down the demographics tightly. That works well for pubs, restaurants and B2C brands. A lot of our pay on performance clients are more B2B. Instagram can still help, but it depends on the niche. It will be interesting to see the viewers’ thoughts. Are you using Instagram ads to promote your business? Is it B2C or B2B? Is it working well? Leave a comment and let me know your thoughts on Instagram lead generation and whether you've tried a pay on conversion or pay on performance model.