If you’re running just one type of ad, you’re missing out on revenue.
Product-based businesses thrive when they guide consumers through the entire buying journey—from the moment someone first hears about you to when they become a loyal repeat customer. That’s the power of full-funnel advertising—and it’s more than just a buzzword. It’s a smart, structured strategy that ensures you’re always showing the right message to the right person at the right time.
Here’s how to build it right.
The Three Core Funnel Stages (And What Ads to Use at Each)
Top of Funnel (Awareness)
Goal: Get discovered.
- Video Ads (YouTube, TikTok, Instagram Reels): Tell your brand story in an engaging way.
- Display Ads: Introduce your product to new audiences.
- UGC or Influencer Ads: Leverage authenticity and relatability.
Middle of Funnel (Consideration)
Goal: Build interest and trust.
- Carousel/Collection Ads: Show off product variety or features.
- Search Ads: Reach people actively looking for a solution.
- Explainer Videos & Testimonials: Build credibility.
- Retargeting Ads: Bring back visitors who didn’t convert.
Bottom of Funnel (Conversion)
Goal: Drive purchases.
- Dynamic Product Ads: Remind users of items they viewed or abandoned.
- Promo/Discount Ads: Push urgency with flash sales or free shipping.
- Abandoned Cart Email + Ads: Close the deal with reminders.
Post-Purchase (Loyalty & Advocacy)
Goal: Keep them coming back.
- Upsell & Cross-Sell Ads: Suggest complementary products.
- Referral Campaigns: Turn customers into ambassadors.
- UGC or Review Requests: Build trust and generate content.
The 4 Customer Flows to Build Your Campaigns Around
To make full-funnel advertising effective, your ads must align with how consumers naturally move through the buying process. These are the most common customer journeys to account for:
1. Cold to Warm Flow
- From: First-time discovery
- To: Brand familiarity
- Use: Broad targeting, video ads, UGC content
2. Research & Consideration Flow
- From: Browsing your site or following your socials
- To: Actively considering a purchase
- Use: Comparison ads, reviews, carousels, retargeting
3. Purchase Flow
- From: Ready to buy
- To: Checkout complete
- Use: Abandoned cart ads, search ads, dynamic product ads
4. Post-Purchase Flow
- From: New customer
- To: Repeat customer or brand advocate
- Use: Cross-sell ads, loyalty offers, referral programs
Bonus: Pre-Funnel Flows (Where Full-Funnel Marketing Truly Begins)
Some of the most powerful ad journeys don’t begin with brand awareness—they begin with problem awareness. If your brand can connect with consumers before they even start searching for products, you win.
Here are 3 of the most valuable pre-funnel flows to include in your strategy:
1. Symptom to Solution Flow
- Audience: People who feel a pain point but don’t yet know the cause.
- Example: “My back hurts” → ergonomic chairs.
- Strategy: Run content-based or video ads that educate and empathize with the problem.
2. Aspiration to Action Flow
- Audience: People dreaming about a better lifestyle or outcome.
- Example: “I want to get fit” → fitness equipment or supplements.
- Strategy: Use aspirational visuals, transformation stories, or lead magnets like free plans or quizzes.
3. Problem → Category → Product Flow
- Audience: People who know the problem but not the category of solution.
- Example: “I can’t sleep well” → cooling mattresses.
- Strategy: Use educational blog promotions or listicle-style ads to introduce the category and ease them toward your product.
Final Thoughts
A full-funnel ad strategy is more than a best practice—it’s a growth engine. By pairing the right ad types with real customer journeys, you don’t just increase sales—you build a brand people connect with, trust, and return to.
If your product-based business is ready to stop wasting ad spend and start creating high-performance campaigns tailored to every stage of the buyer journey, our team can help.
Let’s talk full-funnel strategy.
