Most businesses advertise in a straight line: they make an ad, send traffic to their website, and hope for conversions. That's like approaching someone on the street and immediately asking for marriage. A full-funnel approach works in phases: awareness, consideration and conversion.
Top of Funnel: reach and attention
The top of the funnel is about reach. You want people to get to know your brand. Here you use broad targeting on Meta Ads and TikTok with content that entertains or informs. Think brand videos, behind-the-scenes, or UGC showing your product in everyday life. The goal isn't to sell directly, but to leave an impression.
Middle of Funnel: building trust
The middle layer targets people who already know your brand. Retargeting on website visitors, Instagram engagers, video viewers. Here you show social proof: reviews, customer stories, comparisons, product demos. Google Ads plays a role here too: catch the people googling your brand after a social ad with Search.
Bottom of Funnel: conversion and retention
The bottom is conversion. Dynamic product ads, abandoned cart retargeting, promotions for warm audiences. And after that: retention via Klaviyo email flows. The power of full-funnel is that each layer strengthens the next. People who know your brand click more often, convert better, and cost less per acquisition. We built this system for Ares Gym Clothing and saw their revenue rise to €1.6M.