Full-Funnel Paid Social Strategy That Works

Introduction

Want better results from your paid social ads? Start thinking full-funnel.

Running a great ad is no longer enough. Today’s top-performing brands guide users through every step of the buyer journey, from awareness to purchase and beyond. This is where a full-funnel paid social strategy comes in.

In this post, we’ll walk through how to build a complete paid social strategy that meets your audience where they are. Whether you are a B2B company looking to generate leads or a B2C brand focused on conversions, understanding the full funnel is the key to long-term success.

By the end, you’ll have a clear roadmap for targeting users at every stage, choosing the right platforms, and using the right creative at the right time.

Let’s dive in.

What Is a Full-Funnel Paid Social Strategy?

A full-funnel paid social strategy means designing ad campaigns that reach users at every stage of the marketing funnel:

• Top of Funnel (TOFU): Build brand awareness

• Middle of Funnel (MOFU): Educate and engage

• Bottom of Funnel (BOFU): Drive conversions

This approach helps move potential customers from discovering your brand to taking action, instead of expecting them to convert after one click.

According to HubSpot (2024), businesses that use a full-funnel approach see 72% better conversion rates.
Source: HubSpot

Why Paid Social Works Across the Funnel

Paid social platforms like Meta, TikTok, LinkedIn, and X (formerly Twitter) offer advanced targeting tools that make it easier than ever to reach users based on behavior, interests, and intent.

Here’s how paid social helps at each stage:

• TOFU: Broad reach with video or image ads

• MOFU: Targeted retargeting using engagement data

• BOFU: Conversion-focused ads with strong calls to action

According to Statista (2024), 33% of users have bought a product they discovered on social media.
Source: Statista

Top of Funnel: Building Awareness

Goal: Get Noticed

At this stage, your goal is to make people aware your brand exists. Focus on reach, impressions, and views, not immediate sales.

Best Ad Types:

• Short-form videos (ideal for TikTok and Instagram Reels)

• Image carousels (great on Facebook and LinkedIn)

• Story ads (for vertical formats)

Platform Tips:

• TikTok: Use trending sounds and native-style content

• Instagram: Prioritize visually appealing posts

• LinkedIn: Promote thought leadership for B2B

Creative Tips:

• Keep branding front and center

• Use captions for silent viewers

• Tell a quick story in 6–15 seconds

Example:
A fitness brand might run a 10-second video showing someone starting their health journey, ending with the tagline: “Ready to begin?”

Middle of Funnel: Nurture and Educate

Goal: Build Trust

Now that users know who you are, it’s time to show them why they should care. This stage is about engagement, signups, and deeper content interaction.

Best Ad Types:

• How-to videos

• Product demos

• Customer testimonials

• Lead gen forms

Platform Tips:

• Facebook & Instagram: Retarget viewers of TOFU videos and use lookalike audiences

• LinkedIn: Share gated content like eBooks or webinars

• YouTube: Publish mid-length educational videos

Creative Tips:

• Answer common customer questions

• Show behind-the-scenes or real user experiences

• Include soft CTAs like “Learn More” or “Download Free Guide”

Example:
A tech company might feature a client success story with a CTA to download a full case study.

Bonus Tip: Use Meta’s Engagement Custom Audiences to retarget users who watched more than 50% of your TOFU video.

Bottom of Funnel: Drive Conversions

Goal: Get the Sale

This is where interest turns into action. Focus on purchases, signups, or leads.

Best Ad Types:

• Limited-time offers

• Free trials

• Product comparison videos

• Testimonials and reviews

Platform Tips:

• Facebook & Instagram: Use Dynamic Product Ads for abandoned carts

• LinkedIn: Target decision-makers with strong CTAs

• Pinterest: Run Shopping Ads with clear pricing

Creative Tips:

• Add urgency: “Ends today” or “Only 3 left”

• Feature trust elements like reviews or badges

• Keep messaging simple with one CTA and one goal

Example:
For an online course, a BOFU ad might promote 20% off for 48 hours with a headline like “Last Chance to Join.”

According to Google (2023), 67% of users say reviews make them more likely to purchase.
Source: Think with Google

Building the Funnel with Retargeting

A strong full-funnel strategy uses retargeting to move users step by step.

A simple flow looks like this:

1. TOFU viewers get added to a custom audience

2. MOFU ads retarget those users with educational content

3. BOFU ads follow up with a discount or strong offer

Platforms like Meta and TikTok make this process seamless with pixel tracking and engagement audiences.

Pro Tip: Set up your pixel or tag manager early to start tracking from day one.

Measurement: Tracking Success at Each Stage

Each funnel stage requires different KPIs:

Funnel StageKPIsTOFUImpressions, Reach, Video ViewsMOFUCTR, Engagement, LeadsBOFUConversions, ROAS, Cost Per Purchase

You can track these inside platform dashboards or in tools like Google Analytics 4.

According to Hootsuite (2024), brands that measure full-funnel performance improve ROI by 29%.
Source: Hootsuite

Tips to Keep Your Funnel Flowing

• Refresh creative monthly to prevent ad fatigue

• Keep messaging consistent across the funnel

• Match offers with funnel stage (avoid asking for a sale too early)

• Test different audience segments regularly

• Use campaign budget optimization tools on Meta and LinkedIn

• Integrate email marketing with your funnel, especially after MOFU lead capture

Conclusion: Start Your Full-Funnel Strategy Today

If you are only running one type of ad, you are leaving opportunities behind. A full-funnel paid social strategy helps you reach new audiences, build trust, and convert leads into loyal customers.

Start by mapping your funnel, select the right ad types for each stage, and keep testing along the way.

Your next high-converting campaign is not just one ad, it is a journey. Now you know how to build it.

Need help launching your paid social funnel?
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Citations

• HubSpot (2024). State of Marketing Report. HubSpot

• Statista (2024). Social Media Shopping Trends. Statista

• Google (2023). Think with Google: Consumer Behavior. Think with Google

• Hootsuite (2024). Social Media Trends Report. Hootsuite