Goal-Based Advertising: How to Win Customers at Every Stage of the Sales Funnel


July 26, 2023

Advertising is not just about reaching a broad audience; it's about achieving tangible outcomes. That's where a full-funnel advertising approach comes into play. This strategy hones in on specific objectives, from increasing brand awareness to driving conversions and everything in between. In this blog, we'll explore the intricacies of goal-based advertising, sharing valuable insights and practical strategies to help you tailor your campaigns for success. 

Top of funnel

The key to success in targeting consumers at the top of the sales funnel is to capture their attention and make a memorable impression. Start by identifying your target audience and understanding both their interests and pain points. Your message should be consistent, visually appealing, and focused on highlighting the unique value of your brand. Using visuals and engaging videos can help pique curiosity. Additionally, investing in search engine optimization (SEO) will improve your online visibility and make it easier for potential customers to find your brand when searching for relevant topics. By providing information about an industry topic, you’re showing that you’re knowledgeable and have the tools required for an area of consumer need.  

Social media platforms are valuable tools for reaching consumers at this stage, so tailor your messages to fit their preferences. Consider employing influencer marketing to leverage the trust and credibility of well-known individuals. By providing valuable and relevant content across different channels, you can effectively raise brand awareness and lay the groundwork for deeper engagement throughout the following stages of the sales funnel.  

Middle of funnel

Catering advertising to consumers in the middle stage of the sales funnel requires a strategic and personalized approach that addresses their specific needs. At this stage, potential customers have shown interest in your brand and are actively comparing it with competitors. To effectively draw them in, focus on providing detailed and informative content that showcases the benefits and features of your products or services. Utilize email marketing to nurture leads with tailored content, such as product guides, comparison charts, and customer testimonials. Implement retargeting ads to remind consumers of their interest and present compelling offers that will encourage them to move forward in the decision-making process.  

Creating interactive content, such as live demos, can also be effective in capturing their attention and fostering a deeper connection with your brand. By providing valuable information and building trust, you can guide consumers through the consideration stage and position your brand as the ideal solution to meet their needs. The goal is to push potential customers towards the decision stage by showcasing the value your products bring to their lives. 

Bottom of funnel

Engaging with consumers in the final stage of the sales funnel requires a persuasive approach that builds buyer confidence and motivates potential customers to take action. At this stage, consumers are ready to make a purchase decision and need that final nudge to choose your brand over competitors. Provide compelling CTAs that encourage immediate action, such as "Buy Now" or "Get a Quote." Utilize remarketing ads to reinforce your brand's presence and remind users of their interest in your offerings. Offer limited-time promotions, discounts, or exclusive deals to motivate conversions. Customer reviews, testimonials, and case studies play a crucial role at this stage as they help alleviate any remaining doubts.  

Beyond that, ensure that the purchasing process is seamless and user-friendly, optimizing your website and landing pages for easy navigation and a smooth checkout experience. Leveraging persuasive strategies could be the final push in converting potential customers into loyal buyers. By using these strategies, you can guide potential customers toward making a confident and informed purchase decision. 


Top  Middle Bottom 
Goal: Brand awareness Goal: Brand value  Goal: Brand effectiveness
  • Display ads 
  • Educational videos & tutorials 
  • Social ads 
  • Podcasts 
  • Blogs 
  • Paid search campaign & SEO 
  • Social posts (also known as native advertising; blend in with content on the platform)  
  • Webinars covering relevant topics  
  • Advertise a weekly newsletter or one that your company is featured in
  • Ads with ‘Learn More’ CTAs 
  • Ads that drive to landing pages 
  • Retargeting with specific products or services 
  • Programmatic advertising 
  • Product demo videos  
  • Case studies and testimonials 
  • Influencer tutorials  
  • Interactive content 
  • Offering free trials  
  • Email marketing
  • FAQ videos 
  • Influencer marketing as advocates & sharing their “why” 
  • Personalized ads & recommendations 
  • Promote current deals or discounts 
  • Continue retargeting  
  • Sharing/reposting customer reviews   
  • Promoting case studies
Note: While several strategies can be used across all stages of the sales funnel, they should look different as they serve different audiences and goals.  



By setting specific objectives and aligning campaigns with these goals, businesses can optimize their advertising efforts and drive remarkable results. Leveraging this full-funnel approach allows you to elevate your brand's presence, engage with your audience more effectively, and ultimately achieve sustainable growth Stay tuned for more blogs where we’ll break down these strategies in more detail!




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