"A marketing funnel is just a simple way to describe your buyer's journey: Top of Funnel (TOFU): People who don't know you yet. Your job is to get attention and spark interest. Middle of Funnel (MOFU): People who know you or are comparing options. Your job is to build trust and stay top-of-mind. Bottom of Funnel (BOFU): People ready to take action. Your job is to make it easy to contact you or request a quote."
"Also consider adding micro conversions and specify a value for them. Below is an example of a conversion set for B2B company that is optimizing for lead generation. Let me know if you need help setting this up. View pricing or request a quote page - $10 Form start- $20 Filled out free resource guide form- $50 Filled out request a quote form- $100"
Map Google Ads campaigns to funnel stages: Demand Gen for TOFU, Brand Search for MOFU, and exact-match search for BOFU. TOFU campaigns aim to get attention; MOFU builds trust and stays top-of-mind; BOFU makes contacting or requesting a quote easy. Ensure conversion tracking is set up and tested via Google Tag Manager and add micro-conversions with assigned values. Example B2B conversion values include $10 for view pricing, $20 for form start, $50 for resource guide form, and $100 for request-a-quote form. For lean budgets, focus spend on demand generation, brand protection, and high-intent search. Use remarketing audiences and a single custom cold segment with narrow demographics.
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