Top, Middle, or Bottom Funnel: Where Should You Focus Your Ads?
Your marketing funnel isn't a simple conveyor belt. It’s more of a multi-course dinner party where timing is everything. Understanding when to serve the appetisers versus when to bring out the dessert can make or break your advertising strategy.
The marketing funnel has evolved beyond the basic awareness-to-purchase model, particularly in our hyper-connected world of digital everything. Most visitors who come to your website aren’t ready to buy, which means your advertising approach needs to be strategic from the start.
In this article, we’ll look at the different stages of the marketing funnel, the channels to consider, and which metrics to use for measuring success.
What are the different stages of the marketing funnel?
The marketing funnel is typically divided into three key stages: Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU). Each reflects a different level of customer intent and requires a tailored approach to messaging, content, and channels.
Top of Funnel (TOFU)
TOFU advertising focuses on creating brand awareness and capturing attention from people who might not even know they have a problem you can solve. They are your metaphorical first date - the first time that someone has ever seen your brand. Now is not the time to be pushy and tell them absolutely everything about you. Play it cool.
British Airways' brilliant 2024 "Windows" out-of-home campaign featured no logo, no slogan, no website and no call to action. It relied entirely on brand recognition to communicate its message and succeeded.
Middle of Funnel (MOFU)
MOFU advertising is where interest turns into consideration. At this stage, your audience is aware of your brand and is actively evaluating whether your product or service is right for them. The focus shifts to building trust and providing value, using content to guide them closer to a decision.
Bottom of Funnel (BOFU)
BOFU advertising, on the other hand, targets people who are familiar with your brand and are close to making a purchase decision. At this point, your audience has seen your brand, knows what you offer, and is deciding whether to buy. This is where you need to retarget your most engaged audience with strong offers and persuasive content - and obtain marketing funnel conversion.
The Funnel Channels & Content
As we’ve ascertained, each section of the funnel has its own purpose. But what channels are best suited within each section?
Top of Funnel channels
TOFU channels are designed to drive awareness and discovery and typically include Paid Social, Programmatic Display, SEO, and Out of Home advertising. Content should be engaging and easy to consume, such as blogs, short videos, social content and webinars.
Middle of Funnel Channels
At the MOFU, you want to engage your audience and guide them closer to purchase. Channels often include Email Marketing, Retargeting Ads, Live Chat and SEO. Content here should provide value and build trust, such as case studies and product comparisons.
Bottom of Funnel Channels
BOFU is all about purchasing or driving action. Channels typically include Paid Search, Retargeting, and Email automation. Content should be highly conversion-focused, such as product pages, reviews, testimonials, special offers, or clear call-to-actions.
The case for prioritising Top of Funnel
Many brands make the mistake of jumping straight to the BOFU hard sell, but it's important to approach your strategy from the top down where possible, as it offers important long-term benefits and a stronger foundation for conversion.
Brand building at scale
Brands need a large pool of awareness at the top of the funnel, as not everyone will filter down to the bottom to make a purchase. TOFU campaigns reach significantly more people for your budget, creating a foundation for all future marketing efforts.
Specsavers exemplified this approach brilliantly. Their consistent "Should've Gone to Specsavers" messaging has built such strong brand recognition that they can create viral moments with minimal explanation, like their 2024 stunts, which included the infamous Welcome to Melbourne airport sign.
Cost efficiency and long-term value
The top of the funnel stage isn’t a fast track to sales, but it builds your brand at a much lower cost. While BOFU campaigns often have higher CPCs due to increased competition for purchase-ready audiences, TOFU campaigns can achieve broader reach at lower costs.
Platform algorithm benefits
The early stages of the funnel are vital for platforms like Meta, TikTok and Snapchat to learn who is most likely to convert. Without these early touchpoints, it'll be a lot harder to sell to your target audience later on.
When Bottom of Funnel takes priority
There are, however, some scenarios where BOFU advertising can take precedence in your strategy and budget allocation.
Markets with established awareness
If brand awareness isn't the primary challenge, focusing on conversion optimisation makes sense. If your target audience already knows your product category, your effort is better spent showing why they should choose your brand.
Limited marketing budgets
Smaller businesses may need to prioritise immediate conversions over long-term brand building. In BOFU, it’s important to optimise the conversion process to ensure every pound spent generates measurable returns quickly.
Immediate revenue requirements
BOFU targets consumers in the conversion stage; those who are ready to make a purchase. If your business needs quick revenue – perhaps a new product launch with limited stock or a tight cash flow – BOFU campaigns can deliver faster returns.
However, where possible, don't neglect the longer-term brand-building that top of funnel campaigns provide. After all, today's awareness campaign becomes tomorrow's conversion foundation.
For businesses looking to master all approaches, working with specialists in paid digital advertising can help you navigate the complexity and build campaigns that work at every stage of your funnel.
Measuring success at each stage
It’s critical to ensure your metrics match your funnel stage objectives, so you can accurately measure performance and optimise your campaigns effectively.
- For top of funnel campaigns, focus on reach, impressions, brand awareness lift and engagement rates.
- For middle of funnel campaigns, metrics include Cost Per Lead.
- For bottom of funnel campaigns, prioritise conversion rates, CPA, and ROAS.
Ultimately, no single metric tells the full story - success comes from evaluating performance across the funnel and understanding how each stage contributes to the final outcome.
The funnel isn't going anywhere
The marketing funnel remains relevant because human psychology hasn't changed. People still need to know, like and trust before they buy.
Which stage of the funnel should you prioritise - top, middle or bottom? The simple answer is all three, … but that’s a bit too simple isn’t it! In reality, it’s less about choosing one and more about balancing effort across each stage based on your goals, resources, and timeframe.
The challenge is executing each stage brilliantly while maintaining the patience for long-term brand building alongside the urgency of immediate conversions.
Talk to our team about full-funnel marketing strategies that drive results at every stage.
