The Ad Funnel, Explained So You Can Actually Use It
Here’s the truth: most ads flop because they try to go straight for the sale before earning any trust. It’s like asking someone to marry you five seconds into a first date.
But people don’t buy that way (or put on ring on it that way), they decide in stages. So your ads need to meet them where they are.
Enter: The Ad Funnel.
The ad funnel is how brands move people from “never heard of you” to “where do I sign?” in three stages that turn awareness into interest into action.
Stage 1: Awareness
This is your intro. You’re not selling yet, you’re earning attention.
Goal: Get in front of the right people with the right hook.
What works:
Short, punchy videos or UGC-style visuals
One clear message (no clutter)
“This is for you if…” energy
What to measure: Reach, video views, light CTR
Pro tip: Don’t overexplain. Just get noticed, in a good way.
Stage 2: Consideration
Now they know you exist. Time to build some trust and nudge curiosity into action.
Goal: Reduce friction. Answer questions. Prove you're legit.
What works:
Testimonials or quick reviews
“How it works” or “What you get” visuals
Short case study snapshots
Before + afters
What to measure: Engaged clicks, landing page views, time on page, saves
Pro tip: This is your “help them feel confident” moment.
Stage 3: Conversion
“Alright. Let’s do this.”
Now they’re warm. Interested. You just need to make it easy to say yes.
Goal: Book, buy, apply, sign up, whatever conversion looks like for you.
What works:
A clear, simple offer
Real urgency (not fake countdown timers)
Clean landing pages
Retargeting ads to bring warm leads back
What to measure: Conversions, cost per conversion, ROAS (return on ad spend)
Pro tip: If they already know you, don’t waste time reintroducing yourself. Just make the path to action friction-free.
