Google Ads Full-Funnel Strategy: Beyond the 'Search' Box (2024)

The Funnel Reality. At any given moment:

• 3% of your market is "Buying Now" (Searching "Buy CRM Software").
• 20% is "Information Gathering" (Searching "Best CRM tools").
• 77% is "Problem Unaware" (Watching YouTube).

Most advertisers fight to the death over the 3%. CPCs are $50+. The winners farm the 97%.

Stage 1: Top of Funnel (YouTube / Demand Gen)

Goal: Awareness & Problem Agitation.

• Ad: "Is your sales team forgetting to follow up?" (Problem).
• Action: Watch Video.
• Audience: Broad Interest / Custom Intent.

Stage 2: Middle of Funnel (Search - Informational)

Goal: Consideration.

• Ad: "Top 10 CRM Features You Need."
• Action: Download Guide / Read Blog.
• Audience: Search Keywords ("CRM comparison," "Review").

Stage 3: Bottom of Funnel (Search - Transactional)

Goal: Revenue.

• Ad: "Acme CRM - Start Free Trial - No Credit Card."
• Action: Sign Up.
• Audience: Brand Keywords + High Intent ("Buy," "Pricing").

Stage 4: Retention (Display / YouTube)

Goal: LTV.

• Ad: "New Feature: AI Email Writing."
• Action: Upgrade Plan.
• Audience: Customer Match (Current Users).

Summary

Stop looking at campaigns in isolation.

• Your YouTube campaign will have a high CPA. That's okay. It feeds the Search campaign.
• Your Brand Search campaign will have a low CPA. That's because YouTube did the work.

Measure the Blended ROAS (MER), not just the campaign ROAS.