Ad Funnels: What They Are and Why They’re Essential for Growth
When it comes to growing a business, there’s no shortage of buzzwords: SEO, targeting, content marketing. But among them, one tool stands out as indispensable for long-term success — the ad funnel. What exactly is it? Why is it so important? And most importantly, how do you build one that delivers real results? Let’s dive in.
What Is an Ad Funnel?
Put simply, an ad funnel is the journey your customer takes, starting from their first interaction with your brand to making a purchase (and ideally becoming a repeat buyer). Think of it as a roadmap — from a casual introduction to a loyal relationship.
For instance, a potential customer might first see your ad on Google or Instagram. Intrigued, they visit your website, explore your offerings, sign up for a newsletter, and eventually make a purchase. Each of these steps forms part of the larger sales funnel.
Why Is It Hard to Grow Without One?
Let’s be real — your customers are overwhelmed with choices. They’re bombarded with discounts, bonuses, and countless promises. How do you stand out in this noise? A simple introduction won’t cut it. You need to guide your customer step-by-step, turning their initial curiosity into confidence that your product is exactly what they need.
Without a funnel, your marketing efforts can feel like playing darts blindfolded — you’re doing something, but the results are hit or miss. A well-crafted funnel brings structure to your strategy, turning random viewers into loyal, repeat customers.
How to Build a Sales Funnel?
Let’s start with the basics that even beginners can understand:
- AwarenessThis is where it all begins. Use ads, content, or word-of-mouth recommendations to grab the attention of potential customers. For example, a clinic might post an educational video showcasing the benefits of a specific procedure.
- InterestAt this stage, people want to know more. Provide valuable articles, landing pages, or video reviews that highlight your strengths.
- DesirePersonalization is key here. Offer tailored deals that resonate with your audience. For example, a law firm could host a free webinar addressing a trending legal topic.
- ActionThe most rewarding stage — the sale! But the funnel doesn’t end here. Your goal is to ensure customers want to return.
Examples of Successful Funnels
In a previous article (click here to read), we shared one of our successful funnels. A client developed a multiplayer game and launched a campaign to test monetization. The funnel looked like this:
- Users see text-based Google Search ads promoting bonus offers and exclusive in-game events.
- They land on the game’s website, featuring a simple and appealing registration form.
- After registering and playing, they receive personalized offers, such as discounts on subscriptions or in-game currency. The result? The ROI hit 264%, generating over $866,000 in revenue from a $327,000 ad budget.
Tools for Automation
You don’t have to manage every step manually. Platforms like HubSpot, GetResponse, and ActiveCampaign can automate your funnels, from email campaigns to customer behavior analysis. These tools save time and boost conversions.
How to Build Your Ideal Funnel
Over the years, we’ve encountered all kinds of scenarios: websites without a single contact form, irrelevant ads draining budgets, and more. If you’re in a similar situation, here are your options:
- Learn to build funnels yourself. This can be rewarding but requires significant time and effort. Be careful—it’s easy to get lost in an ocean of conflicting advice.
- Hire experienced specialists who understand advertising funnels.
- Outsource to experts who can handle everything for you.
By choosing one of the last two options, you can save time and money while significantly increasing your chances of achieving successful results in a shorter timeframe.
Ultimately, the choice is yours.