With Meta’s advanced targeting capabilities, innovative ad formats and AI-driven tools, a well-constructed funnel can turn prospects into loyal customers with the snap of your fingers.
Meta ads are displayed across Facebook, Instagram, and other Meta products, such as WhatsApp.
Our Facebook advertising agency has seen how well-developed funnels can unlock growth for our clients. Here’s our step-by-step guide to building a highly effective Facebook Ads funnel tailored to local businesses in South Africa.
But First, What is A Funnel?
At its core, a Facebook Ads funnel mirrors the buyer’s journey:
- Top of Funnel (TOFU): Awareness – Reaching new audiences and building brand awareness.
- Middle of Funnel (MOFU): Consideration – Engaging those who show interest.
- Bottom of Funnel (BOFU): Conversion – Closing the deal and turning leads into customers.
Each stage requires a unique approach, tailored messaging and strategic ad placement.
Leverage Video Content for TOFU Ads
Video content has been king for a while and this trend doesn’t seem set to change this year. Short, engaging video ads work wonders for capturing attention and generating interest at the awareness stage.
At the TOFU stage, try reel ads, in-stream video ads, or stories. Keep videos under 15 seconds, add captions and focus on storytelling that sparks curiosity. This stage of the funnel is all about making potential customers who didn’t know you existed aware of your brand, so focus on messaging that really hones in on your unique style and voice.
Use Lead Magnets at the MOFU Stage
To nurture interest once you have successfully created TOFU Facebook ads, offer something valuable in exchange for user information. Lead magnets like free guides, webinars, or discounts can incentivise users to take the next step.
At this stage, you should use ad formats like lead-generation ads or click-to-message ads. Bonus points if you have a well-crafted email sequence set up in the background before this campaign goes live!
Create Compelling BOFU Ads to Drive Conversions
Retargeting is crucial for moving people from the middle to the bottom of the funnel. Use Meta Pixel to track website visitors and re-engage them with relevant ads.
Then, once you have a group of prospective clients or customers primed to enter your BOFU, target this audience with specially crafted ads that focus on:
- Clear CTAs (Call to Actions): Use language like “Shop Now,” “Get a Free Quote,” or “Book Your Spot.”
- Social Proof: Highlight testimonials, reviews, or case studies from other businesses or customers.
- (Ethical!) Limited-Time Offers: Create urgency with phrases like “Offer Ends Soon” or “Only a Few Left.” But be sure to advertise shortages that are real instead of artificially creating scarcity.
While we have outlined some of the basics above, creating a Facebook ads funnel that builds trust, solves problems and drives action involves a lot of sophistication. If you’re ready to drive real growth in your business in 2025, book a free strategy session with our Facebook Advertising Agency team. We’ll discuss your existing strategy and your goals to figure out how you can get from where you are to where you want to be!
