The problem with bottom-funnel only
Many accounts spend almost entirely on high-intent search and retargeting. It looks efficient, but it only harvests demand that already exists. Eventually costs rise and volume plateaus.
Three layers of a full-funnel plan
A balanced plan assigns each channel a clear job:
- Create demand — video, social and content that introduce the problem and your point of view
- Capture demand — search, shopping and high-intent audiences
- Convert and expand — retargeting, CRM journeys and offers for existing prospects and customers
Measure each layer differently
Judging awareness campaigns by last-click conversions will always make them look poor. Use layer-appropriate metrics — reach and engaged views for demand creation, cost per qualified lead for capture, and revenue and payback for conversion — while watching blended acquisition cost.
Feed platforms real outcomes
Ad algorithms optimise toward the signal you give them. Importing qualified-lead and sale events from your CRM, and using enhanced conversions or Conversions API where appropriate, helps platforms find more of the customers you actually want.
Start here
Audit your tracking, define what a qualified lead means with sales, and give each channel a single clear job. Then test, measure and reallocate monthly.
