A lot of this comes down to your messaging. Most people are broke so if you're using extremely broad messaging that appeals to universal painpoints, it's going to draw a very broke crowd. Improving lead quality largely comes down to using messaging that speaks to your target audience. For example - a few wealthy demographics are 1) business owners 2) doctors 3) lawyers 4) busy professionals. What are some common relationship issues of these people? I would say that the biggest one is time constraints. These people work a LOT and it has negative effects on their marriage. So I'd craft a hook along the lines of, "Are 80 hour workweeks destroying your marriage?" or "Are sick of skipping date night to deal with client fires?" This helps to deter broke prospects because it isn't a problem they can relate to. The goal of an ad is not only to speak to your target market's problems, but also to disqualify people who aren't a good fit.

@Alex Becker I'm just curious at what stage you recommend beginning to use this "brand building" style of ad? I have a handful of clients right around the $10M/year range. Although all of our FB ads are your classic direct response style, we do allocate a significant amount of budget into other forms of brand building (mainly IG shoutouts and boosting reels). We haven't tested out on any brand building style ads though.