Google Ads Full-Funnel Strategy: Mapping Campaigns to Buyer Journey

If you only target "Bottom of Funnel" (BoFu) keywords, you are fighting for the scraps.

• BoFu Query: "Buy Enterprise CRM Software" (CPC $50).
• ToFu Query: "How to improve sales team efficiency" (CPC $2). The user searching for "Efficiency" today will search for "CRM" next month. If you wait until they search for "CRM," five other competitors are already bidding. Full-Funnel Strategy is about capturing the user before they are expensive.

In this guide, we break down the ACD Framework (Awareness, Consideration, Decision), the "Audience Handoff", and how to measure blended CPA.

The Financial Logic of Full-Funnel

• BoFu Only:
  • Spend: $10,000.
  • Leads: 100.
  • CPA: $100.
• Full-Funnel:
  • Spend: $10,000 ($2k Video, $3k Discovery, $5k Search).
  • Leads: 150.
  • CPA: $66.
  • Why? You built a remarketing pool of 50,000 users for cheap ($2k), and converted them via Search for less because they already trust your brand (higher CTR = lower CPC).

Theory: The "Audience Handoff"

You don't just blast ads. You move users through lists.

1. Stage 1 (Video): User watches 30 seconds of your "Problem/Agitation" video.
2. Action: Add to "Video Viewer" Audience.
3. Stage 2 (Display/Discovery): User sees a "Case Study" e-book ad. Target only "Video Viewers."
4. Action: Add to "Downloader" Audience.
5. Stage 3 (Search): User searches for your brand.
6. Action: Bid Aggressively.

Framework: The Mapping Matrix

1. Top of Funnel (Awareness)

• Goal: Reach & Views.
• Campaign Type: YouTube (Video Reach), Demand Gen (Lookalikes).
• Content: "The 5 Biggest Mistakes in [Industry]."
• KPI: Cost Per View (CPV).

2. Middle of Funnel (Consideration)

• Goal: Traffic & Micro-Conversions.
• Campaign Type: Display (Remarketing), Search (Broad Match informational queries).
• Content: "Comparison Guide: Us vs Competitor."
• KPI: Click-Through Rate (CTR) and Cost Per Session.

3. Bottom of Funnel (Decision)

• Goal: Leads/Sales.
• Campaign Type: Search (Exact Match), PMax (Retail).
• Content: "Get a Demo," "Free Trial," "20% Off."
• KPI: ROAS / CPA.

Execution: The "Sequenced" Setup

1. Create Audiences First: Go to Audience Manager. Create "Viewed YouTube Video > 50%." Create "Visited Pricing Page."
2. Launch ToFu: Set up a YouTube campaign targeting "In-Market Audiences." Exclude your site visitors (we want fresh blood).
3. Launch MoFu: Set up a Discovery Campaign targeting your "YouTube Viewers." Offer a Lead Magnet.
4. Launch BoFu: Set up Search. Apply "YouTube Viewers" as an Observation audience with a +50% Bid Adjustment.

Advanced Strategy: The "Broad Match" Net

Search is no longer just BoFu. You can use Broad Match + Smart Bidding as a catchment net.

• Keyword: marketing software (Broad).
• Constraint: Target distinct audience segments.
• Strategy: If a user in your "High Value" CRM list searches for "marketing software" (generic), Google knows the intent is high and bids. If a random user searches it, Google ignores it.

Case Study: The B2B SaaS Scale-Up

Client: HR Software. Problem: Search volume for "HR Software" was maxed out. CPA was rising. Action:

1. Created a funny YouTube series about "HR Nightmares."
2. Spent $5k/month pushing it to HR Managers on LinkedIn/YouTube.
3. Retargeted viewers with a "Checklist for clean HR."
4. Result:
   • Brand Search volume increased 40%.
   • Search CPA dropped 20% (Higher QS due to brand familiarity).
   • Total Lead Volume: +60%.

Pitfalls to Avoid

1. The Attribution Trap

If you look at "Last Click," your Video Campaign will look like it generated $0 revenue. You will turn it off. Then your Search volume will dry up 30 days later. Fix: Use Data-Driven Attribution (DDA) or look at "Assisted Conversions" in the Reports.

2. Siloed Messages

If your Video Ad is funny and casual, but your Landing Page is stiff and corporate, the disconnect kills trust. Fix: Ensure "Message Match" across the funnel layers.

3. Measuring ToFu with BoFu Metrics

Do not judge a YouTube Reach campaign by "CPA." Judge it by "Cost Per Lift" or "Reach." If you force a CPA target on an Awareness campaign, Google will stop spending.

Summary

The Funnel is not a straight line. It's a web. But you must build the web intentionally.

Your Funnel Checklist:

1. Define your ToFu, MoFu, BoFu assets.
2. Set up Audience Segments for each stage.
3. Allocate budget (e.g., 60% BoFu, 20% MoFu, 20% ToFu).
4. Switch to Data-Driven Attribution.

Cast a wider net.