The Ultimate Guide to Building a Google Ads Funnel that Increases ROI

With thousands and thousands of searches made every day, Google is likely one of the finest locations to make investments your paid advertising and marketing {dollars}.

Not solely does the platform allow you to attain thousands and thousands of customers round the entire world, but it surely additionally guarantees a fairly first rate return on funding.

Data exhibits that Google Search and Ads can get you an ROI of up to $8 for every $1 spent, whereas Google Ads alone can get you an ROI of $2 for each $1 spent.

To attain these outcomes, nonetheless, you really want to be sensible together with your Google advertisements strategy. One of the most effective strategies to observe is the Google advertisements funnel technique.

Table Of Contents

What is a Google advertisements funnel technique?

The Google Ads funnel is a advertising and marketing approach the place you tailor a number of campaigns to match the completely different levels of the customer’s journey. So, you’ll have completely different Google advertisements campaigns for attracting leads, nurturing them, and changing them into paying clients. 

A great technique will even go so far as serving to you flip the shoppers into model advocates. 

The google promoting funnel has three main levels. 

  • Top of the funnel – This is the place you create model consciousness and appeal to leads
  • Middle of the funnel – In the consideration stage, you’ll create advert content material for leads contemplating investing in a resolution.
  • Bottom of the funnel – This stage will goal heat leads who’re prepared to purchase.

The Google advertisements funnel technique takes a comparable path as a gross sales funnel. However, with the previous, you utilize paid promoting to promote the fitting content material to the fitting viewers on the proper time. 

Why is Google advertisements funnel technique the fitting strategy? 

Four times as many individuals are probably to click on paid search advertisements on Google than on different search engines like google. Unfortunately, most individuals are additionally reluctant to spend on unfamiliar manufacturers. 

Therefore, it’s possible you’ll create nice Google Ads, goal the fitting key phrases, and have nice Google advertisements bidding methods however fail to convert the site visitors just because searchers will not be aware of your model. This is likely one of the key gaps a Google advertisements funnel technique bridges.

The technique helps you goal prospects at a number of touchpoints from the highest of the funnel all the best way to the underside of the funnel. Potential leads on the prime of the funnel will find out about your model whereas they’re nonetheless in search of solutions to their questions. They’ll additionally work together together with your model as they enter the consideration stage.

Converting these leads on the backside of the funnel will probably be a lot simpler since they already find out about you.

The Google advertisements funnel technique additionally helps handle the opposite elephant within the room – Google advertisements prices. The CPC has been rising throughout many industries, together with the retail class.

Graph showing US Google Paid Search Growth Metrics: Cost Per Click (CPC), by Retail Product Category, Q3 2021.The rise of Google advert prices (Source)

One of the most important advantages of Google advertisements is that you may goal prospects utilizing key phrases with excessive shopping for intent. The humorous that is that that can be considered one of Google advertisements’ greatest undoing. 

Most manufacturers bid for these key phrases driving their price per click on off the roof. And as the fee per click on rises, the revenue margins can shrink actually quick.

The Google advertisements funnel technique helps you to goal much less aggressive key phrases with decrease CPC. And because it helps nurture prospects, it will possibly additionally optimize your advertisements’ conversion price and ROI. That’s as a result of most individuals interacting with these advertisements are already aware of your model.

How to create a Google Ads funnel that generates conversions

The Google advertisements funnel has a lot potential, however provided that you execute it accurately. So right here is how to create a high-converting Google advertisements funnel:

Stage 1. ToFu: construct consciousness and appeal to chilly audiences. 

At the highest of the funnel, you might be primarily focusing on chilly leads or strangers who in all probability don’t know your model. However, they’re in search of solutions or options related to your model.

Therefore, the objective is to introduce your model to the strangers and get them into your funnel. But you have got to achieve this by providing informational sources that reply their questions. This is just not the time to attempt to convert the chilly leads. 

Generally, you may goal these audiences with 4 Google advertisements marketing campaign sorts: 

  • Search advertisements  
  • Google discovery advertisements 
  • Display campaigns 
  • Video advertisements 

Your chilly audiences are additionally folks with a drawback associated to your area of interest. If you may resolve this drawback, you’ll give them a light nudge in the direction of finally shopping for from you. 

So, your search campaigns ought to be extra solution-oriented than a push-to-buy. 

In essence, you need to goal informational key phrases, together with how-tos and key phrases that provide options to explicit issues. 

Here’s an instance for “what is web hosting.”

Example of upper funnel campaigns on Google.

Users looking what hosting is and the way it works won’t be prepared to spend money on a resolution but. It’s additionally doable that they don’t even find out about Bluehost and different hosting suppliers.

Still, Bluehost has bid on this key phrase because it helps them introduce potential clients to their funnel. Also, when you click on on that advert, you’ll discover they’re not attempting to promote something to the leads. 

The search time period has informational search intent. Bluehost satisfies that intent by offering a useful information on hosting.

Bluehost links upper funnel ads to helpful resources.Bluehost hyperlinks upper-funnel advertisements to useful sources (Source)

Apart from search campaigns, you may also appeal to ToFu audiences by way of discovery campaigns. 

A discovery marketing campaign helps you to attain chilly prospects and generate buzz round your model on Google feeds. Depending in your selection, your audiences will see these advertisements throughout Gmail, YouTube, Google purposes, and so forth. 

Again, when establishing your discovery advertisements, by no means attempt to promote immediately. Instead, emulate Shopify, providing informational, useful content material to generate consciousness, as proven under.

Shopify uses google feed ads to target audience at the top of the funnel.Shopify makes use of google feed advertisements to goal audiences on the prime of the funnel. (Source)

When establishing your goal audiences in your Google advertisements account, you may set the marketing campaign to goal solely audiences related to your area of interest, as proven under. Thus, you’ll solely be capturing certified leads. 

Picking the right audience for your ads.Picking the fitting viewers in your advertisements. (Source)

Thirdly, you may draw the eyes of many to your model utilizing show advertisements. Like discovery campaigns, this works even when the audiences will not be looking for you. 

You can disseminate these advertisements throughout apps and web sites on the Google show community. There are over two million of those web sites and apps. And they may help you attain 90% of internet users

Display advertisements allow you to goal particular key phrases, as proven under. This helps you maximize your advert spend by guaranteeing the advertisements seem below related web sites.

Selecting the right keywords for your upper funnel PPC campaigns.Selecting the fitting key phrases in your higher funnel PPC campaigns. (Source)

Here’s an instance of a ToFu show advert by Salesforce:

Salesforce uses display ads for their marketing campaigns.Salesforce makes use of show advertisements for his or her advertising and marketing campaigns. (Source)

Finally, you may generate consciousness in your model utilizing video campaigns. Video advertisements assist move data and context higher than texts and pictures can. For Google, many of the video campaigns are on YouTube. 

With attention-grabbing video advertisements, you’ll generate views and convey extra certified leads to your web site. 

Advisably put out these video advertisements utilizing the TrueView format. TrueView has a number of show choices, permitting advertisers to optimize advert spend. With in-stream advertisements, you’re not paying any quantity till somebody watches not less than 30 seconds of your video advert, or, if it’s shorter than 30 seconds till somebody watches it in its entirety.

Be positive to embrace calls to motion on the touchdown pages of those advertisements. These calls to motion ought to concentrate on taking the connection you simply fashioned a bit additional. 

Thus, you can provide prospects different informational and academic content material as lead magnets. These embrace downloadable pdfs, interactive instruments, cheat sheets, checklists, workbooks, and so forth. You can combine lead type extensions in your web site to provide any of those in trade for his or her e-mail handle.

Use the contact data to ship the prospects extra personalised content material to nurture them additional. 

Stage 2. MoFu – drive consideration amongst heat audiences

In the center of the funnel, you need to seize audiences who’ve already are available contact together with your ToFu advertisements. And as such, they might be contemplating taking the subsequent step of buying. 

Note that MoFu audiences will not be essentially these your ToFu advertisements piqued their curiosity. They could as properly be random folks researching options to a drawback they’ve. So they won’t have interacted together with your earlier advertisements, however they’re contemplating a product that you have got. 

Generally, these audiences are referred to as heat leads. Now, this stage goals to gently introduce your product because the one that suits their invoice completely. 

Search campaigns are nonetheless very a lot related at this stage of the funnel. But as an alternative of providing information-related advertisements, this stage focuses extra in your services or products. 

With the GetResponse search advertisements instrument, you may create MoFu search campaigns by setting extremely particular standards. You get to incorporate MoFu key phrases, set your supreme persona, and herald solely exactly focused leads. 

The key phrases used on this funnel stage are often generic and never product-specific. They may very well be key phrases associated to the trade typically or key phrases for a product class. 

Here, you’ll discover key phrases like “shoes for men” and “clothes to wear for summer.” These key phrases additionally usually function modifiers akin to finest, top-rated, and so forth. 

Here’s one other instance: 

Bluehost middle of the funnel search ad campaigns.Bluehost middle-of-the-funnel search advert campaigns

Warm audiences are extra inclined to search key phrases evaluating one product to one other. 

For occasion, somebody evaluating Asana vs Jira is most definitely contemplating a undertaking administration instrument. However, they may want extra time earlier than they’re prepared to purchase. 

These key phrases are sometimes searched by people who find themselves extra prepared to take motion than these within the earlier stage. However, they’re nonetheless much less probably to purchase if they’ll’t discover the fitting match. 

So, your search marketing campaign promotion and copies ought to concentrate on driving heat audiences to see your merchandise as the most effective match. 

Your touchdown web page ought to additional interact them, providing a glimpse of what your product may do. You can present a CTA asking the customers to ebook a demo or enroll for a free trial. 

Another kind of advert marketing campaign for the MoFu stage is remarketing campaigns. Remember, we focused some chilly leads in stage 1. 

Now, it’s time to heat them up by retargeting them with MoFu content material. 

Cold leads that are prepared to be warmed up are often those that visited your web site or touchdown web page or seen your YouTube movies.

With Google remarketing campaigns, you may simply rekindle the pursuits of those chilly audiences and drive them to get thinking about your product.

Both show and video advertisements work nice for remarketing. However, as anticipated, the content material right here will differ from the way you used them within the earlier stage. Now, you need to place consideration in your services or products. 

You can arrange a remarketing marketing campaign on YouTube to attain these audiences. The platform helps you to attain the beforehand focused chilly leads, as proven under. 

Setting up remarketing campaigns on YouTube.Setting up remarketing campaigns on YouTube. (Source)

You can even goal customers who visited explicit pages or used your web site earlier than. Google show advertisements allow you to set these parameters, as proven under. 

Remarketing campaigns for audiences that visited your page.Remarketing campaigns for audiences that visited your web page. (Source)

Here’s what a typical MoFu show advert appears like. 

MoFu display campaigns.MoFu show campaigns. (Source)

Remember that we additionally need to keep away from customers already on the BoFu stage. So, you may exclude them out of your marketing campaign, as proven under. 

How to exclude irrelevant audiences from your remarketing campaigns.How to exclude irrelevant audiences out of your remarketing campaigns. (Source)

Note that show advertisements and video advertisements don’t solely work for remarketing, however they’ll additionally make it easier to steal chilly leads out of your opponents. 

In essence, you may also use these campaigns to goal audiences who’ve by no means interacted together with your model however are actively contemplating one thing comparable. 

Stage 3. BoFu – convert sizzling audiences 

Suppose you’ve adopted the most effective google advertisements practices talked about to date. Then, you need to have your database brimming with heat leads. This is the place you nudge the new leads to cross the road and make a buy.  

Your focus at this stage ought to be customers who’ve interacted beforehand together with your MoFu advertisements and people who search key phrases with excessive shopping for intent. 

There are 3 ways to attain out to these goal audiences. We can attain the primary audiences utilizing remarketing. However, for these looking for high-buying intent key phrases, the most effective strategy is your search campaigns. 

For search campaigns, customers on this stage are most definitely to search utilizing “buy,” “get,” “coupon codes,” and so forth.,  as prefixes. These are referred to as transactional key phrases. 

Here’s an instance of a end result for such a BoFu key phrase (purchase plugins on-line). 

Bottom of the funnel search ads.Bottom of the funnel search advertisements.

BoFu key phrases may also be location-based when customers are in search of native options. These key phrases often finish with phrases like close to me, round me, and so forth. 

There are additionally branded key phrases that you may bid for. These are key phrases associated to particular manufacturers. So when you maybe promote Gucci sun shades in your retailer, you may bid for the key phrase “buy Gucci sunglass,”  Branded key phrases might be fairly costly to bid on, although.

The subsequent kind of marketing campaign to goal BoFU audiences is remarketing. This marketing campaign works equally to what we did within the MoFu stage. You can use video advertisements or show advertisements for remarketing. 

However, when remarketing to your bottom-of-the-funnel audiences, you want extra to persuade them. So, your show advertisements copy ought to comprise offers, reductions, and different incentives to catalyze their choices.

You can even retarget sizzling leads who had beforehand seen a product however didn’t purchase. These audiences are extra inclined to purchase than those that are but to take any step.

For occasion, suppose a buyer checked out Mount Sinai’s touchdown web page with out finally buying. When they go away the web site, they might come throughout a show advert, as proven under. 

Retargeting campaigns for bottom of the funnel audiences.Retargeting campaigns for bottom-of-the-funnel audiences. (Source)

Also, you may create video adverts displaying clickable CTAs. Here’s an instance. 

BoFu video advertisements on YouTube.BoFu video ads on YouTube. (Source)

Below the video descriptions, YouTube permits you to embrace shoppable and related advertisements that can compel folks to frequent your retailer. 

Here’s an instance. 

Using shoppable ads on YouTube to generate conversions.Using shoppable advertisements on YouTube to generate conversions. (Source)

Besides together with incentives and affords, the perfect advert copy for this stage ought to embrace costs, ensures, and, if doable, social proof. 

Social proof makes these leads extra assured in your resolution. That’s as a result of others are testifying that your model is the true deal, making leads belief you extra. And this belief can improve your conversion charges by up to 380%

Further, be certain to incorporate a sense of urgency in your gross sales copy when providing offers. Keep these leads from overthinking your affords. You may embrace a restricted provide tag or anything displaying the deal gained’t final without end. Here’s an instance. 

Use time-limited offers to speed up conversions.Use time-limited affords to pace up conversions. (Source)

Note that your relationship with these clients doesn’t finish after they make a buy. So, hold your model in contact with them by way of emails, social media, and different channels. Keep nurturing them until they grow to be loyal and might finally advocate your model to others.  


It’s tough absolutely maximize your advertising and marketing ROI with out the Google advertisements funnel. However, the mere presence of the funnel doesn’t assure profitable Google advertisements. Your Google advertisements funnel technique has to be spot on to reap its advantages.

In this text, you discovered how to configure the Google advertisements funnel. We confirmed you the various kinds of advertisements to use on the completely different levels of the customer’s journey. We additionally confirmed you the way to write every advert copy. Combine that with the examples we shared, and you ought to be properly in your manner to creating an efficient Google advertisements funnel.

Need a instrument to make it easier to create the proper advertisements in your Google advertisements? Check out the GetResponse Paid Ads creator. You can get began with the instrument without cost in the present day — no bank card required.