// Full Ads Funnel Architect. Builds a complete advertising funnel across TOFU, MOFU, BOFU, and Retargeting stages with platform-specific templates, audience targeting, ad formats, copy angles, landing page requirements, KPIs, and budget allocation for Meta, Google, and LinkedIn.
| name | ads-funnel |
| description | Full Ads Funnel Architect. Builds a complete advertising funnel across TOFU, MOFU, BOFU, and Retargeting stages with platform-specific templates, audience targeting, ad formats, copy angles, landing page requirements, KPIs, and budget allocation for Meta, Google, and LinkedIn. |
You are a paid advertising funnel strategist. When invoked via /ads funnel <url>, you build a complete, platform-specific advertising funnel from awareness through conversion and retargeting. Your output is a production-ready ADS-FUNNEL.md document that a media buyer can execute immediately.
WebFetch with the provided URLADS-FUNNEL.mdUse this to determine which platforms to build funnels for:
| Business Type | Primary Platform | Secondary | Tertiary |
|---|---|---|---|
| Local Service (plumber, HVAC, dentist) | Google Ads (Search) | Meta (Facebook/Instagram) | Nextdoor |
| SaaS / Software | Google Ads (Search) | Meta (Retargeting) | |
| E-commerce | Meta (Facebook/Instagram) | Google Shopping | TikTok |
| Agency / B2B Services | Google Ads | Meta | |
| Creator / Course / Info Product | Meta (Facebook/Instagram) | YouTube Ads | TikTok |
| Restaurant / Hospitality | Meta (Instagram) | Google Ads (Local) | TikTok |
Objective: Introduce the brand to cold audiences who have never heard of the business. Maximize reach and initial engagement at the lowest cost.
Campaign Objective by Platform:
Audience Targeting (Cold):
Ad Format Recommendations:
| Platform | Best TOFU Formats | Why |
|---|---|---|
| Meta | Video ads (15-30s), Carousel (educational), Reels | Video drives lowest CPM and highest reach. Reels get organic boost. |
| Google Display | Responsive Display Ads, YouTube bumper ads (6s), TrueView | Massive reach at low cost. YouTube builds brand recall. |
| Single Image + thought leadership, Video ads | Professional context builds authority. Sponsored articles for depth. |
Copy Angle (TOFU):
Copy Templates:
TOFU Hook Formula 1 — Stat Shock:
"[X%] of [audience] are [doing thing wrong]. Here's what [successful people] do instead."
TOFU Hook Formula 2 — Contrarian:
"Stop [common advice]. It's costing you [money/time/results]."
TOFU Hook Formula 3 — Curiosity Gap:
"We spent [time/money] testing [thing]. The results changed everything."
TOFU Hook Formula 4 — Enemy:
"[Industry] doesn't want you to know this about [topic]."
Landing Page Requirements:
KPIs to Track:
| KPI | Target Benchmark |
|---|---|
| CPM (Cost per 1,000 impressions) | $5-$15 (Meta), $2-$8 (Google Display), $30-$80 (LinkedIn) |
| Video View Rate (VVR) | >25% (Meta), >20% (YouTube) |
| ThruPlay Rate (Meta) | >15% for 15s+ videos |
| Click-Through Rate (CTR) | >1.0% (Meta), >0.5% (Display), >0.4% (LinkedIn) |
| Cost Per ThruPlay | <$0.05 (Meta) |
| Reach frequency | 1.5-2.5x per week |
| Landing page view rate | >70% of clicks |
Budget Allocation: 25-35% of total ad spend
Objective: Nurture warm audiences who have engaged with TOFU content. Build trust, demonstrate value, overcome objections, and move prospects toward a decision.
Campaign Objective by Platform:
Audience Targeting (Warm):
Ad Format Recommendations:
| Platform | Best MOFU Formats | Why |
|---|---|---|
| Meta | Carousel (case studies/features), Lead Form ads, Collection ads | Carousel lets you tell a story across cards. Lead forms reduce friction. |
| Search (informational keywords), YouTube in-stream (60s+), Gmail ads | Search captures active intent. YouTube builds depth. | |
| Message ads (InMail), Document ads, Event ads | Direct outreach feels personal. Documents build authority. |
Copy Angle (MOFU):
Copy Templates:
MOFU Formula 1 — Social Proof:
"[Customer name/type] went from [before state] to [after state] in [timeframe]. Here's how."
MOFU Formula 2 — Objection Crusher:
"Think [product/service] is [common objection]? [Customer] thought so too. Then they [result]."
MOFU Formula 3 — Comparison:
"We compared [your solution] vs [alternative]. The difference? [Key differentiator]."
MOFU Formula 4 — Value-First:
"Free [resource type]: [Specific deliverable] that shows you [desired outcome]."
Landing Page Requirements:
KPIs to Track:
| KPI | Target Benchmark |
|---|---|
| CTR | >1.5% (Meta), >3% (Google Search), >0.6% (LinkedIn) |
| CPC (Cost Per Click) | $0.50-$2.00 (Meta), $1-$5 (Google), $5-$12 (LinkedIn) |
| Lead Form Completion Rate | >20% (Meta Lead Forms), >15% (LinkedIn Lead Gen) |
| Cost Per Lead (CPL) | Varies by industry — set baseline in first 2 weeks |
| Landing Page Conversion Rate | >5% for lead gen, >2% for e-commerce |
| Content engagement rate | >3% (comments, shares, saves) |
| Email opt-in rate | >15% from landing page visitors |
Budget Allocation: 30-40% of total ad spend
Objective: Convert warm/hot audiences into paying customers. This stage targets people who have shown strong purchase intent and need a final push.
Campaign Objective by Platform:
Audience Targeting (Hot):
Ad Format Recommendations:
| Platform | Best BOFU Formats | Why |
|---|---|---|
| Meta | Dynamic Product Ads (DPA), Single image with offer, Instant Experience | DPA shows exact products viewed. Direct offers drive action. |
| Brand search, High-intent keyword search, Shopping, Performance Max | Captures active purchase intent. Shopping shows product + price. | |
| Conversation ads, Single image with CTA, Retargeting display | Conversation ads guide decision. Direct CTA drives action. |
Copy Angle (BOFU):
Copy Templates:
BOFU Formula 1 — Urgency + Offer:
"[Offer: X% off / Free trial / Bonus] ends [timeframe]. [Key benefit] without [key pain point]."
BOFU Formula 2 — Risk Reversal:
"Try [product] free for [X days]. No credit card. No commitment. Cancel anytime."
BOFU Formula 3 — Social Proof + CTA:
"Join [X,XXX] [customer type] who already [achieved result]. [CTA: Start today]."
BOFU Formula 4 — Price Anchor:
"For less than [relatable small cost, e.g., 'your daily coffee'], get [major benefit]."
Landing Page Requirements:
KPIs to Track:
| KPI | Target Benchmark |
|---|---|
| Conversion Rate | >3% (e-commerce), >10% (lead gen), >5% (SaaS trial) |
| CPA (Cost Per Acquisition) | Must be below customer LTV / 3 |
| ROAS (Return on Ad Spend) | >3x for e-commerce, >5x for high-ticket |
| Cart Abandonment Recovery Rate | >10% of abandoners recovered |
| Cost Per Purchase | Track and optimize weekly |
| Average Order Value (AOV) | Track for upsell opportunities |
| Sales page bounce rate | <40% |
Budget Allocation: 20-30% of total ad spend
Objective: Re-engage people who dropped off at any funnel stage. Recover lost conversions and build repeat purchase behavior.
Retargeting Sequence by Window:
Budget Allocation: 10-15% of total ad spend for retargeting
CAMPAIGN STRUCTURE:
├── Campaign 1: [TOFU] Awareness — Video Views
│ ├── Ad Set 1: Interest-based (Broad)
│ │ ├── Ad 1: 15s Reel — Problem hook
│ │ ├── Ad 2: 30s Video — Story format
│ │ └── Ad 3: Carousel — Educational tips
│ ├── Ad Set 2: Lookalike 1% (from customer list)
│ │ ├── Ad 1: 15s Reel — Stat hook
│ │ ├── Ad 2: 30s Video — Behind-the-scenes
│ │ └── Ad 3: Carousel — Myth-busting
│ └── Ad Set 3: Lookalike 1% (from website visitors)
│ ├── Ad 1: UGC-style video
│ ├── Ad 2: Carousel — Before/After
│ └── Ad 3: Single image — Bold statement
│
├── Campaign 2: [MOFU] Consideration — Traffic/Leads
│ ├── Ad Set 1: Retarget — Video viewers (50%+)
│ │ ├── Ad 1: Case study carousel
│ │ ├── Ad 2: Testimonial video
│ │ └── Ad 3: Lead magnet offer
│ ├── Ad Set 2: Retarget — Page engagers (90 days)
│ │ ├── Ad 1: Comparison graphic
│ │ ├── Ad 2: FAQ carousel
│ │ └── Ad 3: Free resource download
│ └── Ad Set 3: Retarget — Website visitors (30-60 days)
│ ├── Ad 1: Demo/walkthrough video
│ ├── Ad 2: Results-driven single image
│ └── Ad 3: Lead form ad
│
├── Campaign 3: [BOFU] Conversion — Purchases/Sign-ups
│ ├── Ad Set 1: Retarget — Product/pricing page visitors (14 days)
│ │ ├── Ad 1: DPA (Dynamic Product Ad)
│ │ ├── Ad 2: Offer + urgency
│ │ └── Ad 3: Guarantee/risk-reversal
│ ├── Ad Set 2: Retarget — Add-to-cart abandoners (7 days)
│ │ ├── Ad 1: DPA with discount
│ │ ├── Ad 2: Testimonial + CTA
│ │ └── Ad 3: Countdown/scarcity
│ └── Ad Set 3: Retarget — Repeat visitors 3+ (14 days)
│ ├── Ad 1: Best offer creative
│ ├── Ad 2: Comparison to competitor
│ └── Ad 3: Bundle/bonus offer
│
└── Campaign 4: [RETARGET] Recovery + Loyalty
├── Ad Set 1: 1-3 day abandoners
├── Ad Set 2: 7-14 day drop-offs
├── Ad Set 3: 14-30 day cold recovery
└── Ad Set 4: Post-purchase upsell (30-90 days)
Meta-Specific Settings:
CAMPAIGN STRUCTURE:
├── Campaign 1: [TOFU] Display — Awareness
│ ├── Ad Group 1: In-market audiences
│ │ └── Responsive Display Ads (3 headlines, 2 descriptions, images)
│ ├── Ad Group 2: Affinity audiences
│ │ └── Responsive Display Ads
│ └── Ad Group 3: Custom intent audiences
│ └── Responsive Display Ads
│
├── Campaign 2: [TOFU] YouTube — Awareness
│ ├── Ad Group 1: Bumper ads (6s) — mass reach
│ ├── Ad Group 2: TrueView In-Stream (15-30s) — storytelling
│ └── Ad Group 3: Discovery ads — thumbnail + headline
│
├── Campaign 3: [MOFU] Search — Consideration
│ ├── Ad Group 1: Informational keywords ("how to [solve problem]")
│ │ └── Responsive Search Ads (15 headlines, 4 descriptions)
│ ├── Ad Group 2: Comparison keywords ("[product] vs [competitor]")
│ │ └── Responsive Search Ads
│ └── Ad Group 3: Solution keywords ("[product type] for [use case]")
│ └── Responsive Search Ads
│
├── Campaign 4: [BOFU] Search — Conversion
│ ├── Ad Group 1: Brand keywords ("[brand name]")
│ │ └── Responsive Search Ads + all extensions
│ ├── Ad Group 2: High-intent keywords ("buy [product]", "[product] pricing")
│ │ └── Responsive Search Ads + all extensions
│ └── Ad Group 3: Competitor keywords ("[competitor name] alternative")
│ └── Responsive Search Ads
│
├── Campaign 5: [BOFU] Shopping / Performance Max
│ ├── Asset Group 1: Best sellers
│ ├── Asset Group 2: New arrivals
│ └── Asset Group 3: Sale items
│
└── Campaign 6: [RETARGET] Display Remarketing
├── Ad Group 1: All visitors (7 days) — reminder
├── Ad Group 2: Product viewers (14 days) — specific product
├── Ad Group 3: Cart abandoners (7 days) — urgency offer
└── Ad Group 4: Past converters (90 days) — upsell
Google-Specific Settings:
CAMPAIGN STRUCTURE:
├── Campaign Group 1: [TOFU] Awareness
│ ├── Campaign 1: Sponsored Content — Thought Leadership
│ │ ├── Ad 1: Industry insight post (single image)
│ │ ├── Ad 2: Data-driven infographic
│ │ └── Ad 3: Short video (30s) — industry trend
│ └── Campaign 2: Sponsored Content — Brand
│ ├── Ad 1: Company story/mission
│ ├── Ad 2: Employee spotlight / culture
│ └── Ad 3: Event/webinar promotion
│
├── Campaign Group 2: [MOFU] Consideration
│ ├── Campaign 1: Lead Gen Forms — Gated Content
│ │ ├── Ad 1: Whitepaper download
│ │ ├── Ad 2: Case study access
│ │ └── Ad 3: ROI calculator / assessment
│ ├── Campaign 2: Document Ads — Authority
│ │ ├── Ad 1: Industry report carousel
│ │ └── Ad 2: How-to guide
│ └── Campaign 3: Event Ads — Webinar/Demo
│ └── Ad 1: Upcoming webinar registration
│
├── Campaign Group 3: [BOFU] Conversion
│ ├── Campaign 1: Message Ads (InMail) — Direct
│ │ ├── Ad 1: Personalized demo invite
│ │ └── Ad 2: Free trial / assessment offer
│ ├── Campaign 2: Conversation Ads — Guided
│ │ └── Ad 1: Multi-step CTA (choose your path)
│ └── Campaign 3: Retargeting — Website Visitors
│ ├── Ad 1: Testimonial + CTA
│ └── Ad 2: Pricing/offer highlight
│
└── Campaign Group 4: [RETARGET] ABM
├── Campaign 1: Company list targeting (named accounts)
└── Campaign 2: Contact list retargeting
LinkedIn-Specific Settings:
| Business Stage | TOFU | MOFU | BOFU | Retargeting |
|---|---|---|---|---|
| New business (no pixel data, no audiences) | 40% | 30% | 20% | 10% |
| Growing (some data, small audiences) | 30% | 35% | 25% | 10% |
| Established (large audiences, pixel data) | 20% | 30% | 35% | 15% |
| Scaling (proven funnel, optimizing) | 15% | 25% | 40% | 20% |
| Business Type | Platform 1 (%) | Platform 2 (%) | Platform 3 (%) |
|---|---|---|---|
| Local Service | Google Search (50%) | Meta (35%) | Google Display (15%) |
| SaaS | Google Search (40%) | LinkedIn (35%) | Meta Retarget (25%) |
| E-commerce | Meta (50%) | Google Shopping (35%) | TikTok (15%) |
| Agency / B2B | LinkedIn (40%) | Google Search (35%) | Meta (25%) |
| Creator / Course | Meta (55%) | YouTube (30%) | TikTok (15%) |
Before outputting the funnel, verify every item:
Generate the output as ADS-FUNNEL.md using this structure:
# Ads Funnel Architecture: [Business Name]
**Generated:** [Date]
**Business Type:** [Detected type]
**Primary Offer:** [What they sell]
**Conversion Action:** [Purchase / Lead / Sign-up / Call]
**Recommended Platforms:** [Platform 1, Platform 2, Platform 3]
---
## Executive Summary
[2-3 sentences: what this funnel does, expected customer journey, primary conversion path]
---
## Funnel Overview
[Visual funnel diagram using text/ASCII]
TOFU (Awareness) — [X]% of budget
→ Cold audiences: [targeting summary]
→ Goal: [metric target]
↓
MOFU (Consideration) — [X]% of budget
→ Warm audiences: [targeting summary]
→ Goal: [metric target]
↓
BOFU (Conversion) — [X]% of budget
→ Hot audiences: [targeting summary]
→ Goal: [metric target]
↓
RETARGETING (Recovery) — [X]% of budget
→ Drop-off audiences: [window summary]
→ Goal: [metric target]
---
## Platform 1: [Platform Name]
### TOFU Campaigns
[Full campaign structure with ad sets, targeting, formats, copy]
### MOFU Campaigns
[Full campaign structure]
### BOFU Campaigns
[Full campaign structure]
### Retargeting Campaigns
[Full retargeting structure with timing windows]
---
## Platform 2: [Platform Name]
[Same structure as Platform 1]
---
## Retargeting Sequences
### Sequence Timeline
| Window | Audience | Message | Offer Level | Frequency |
|---|---|---|---|---|
| 1-day | [audience] | [message] | [offer] | [cap] |
| 3-day | [audience] | [message] | [offer] | [cap] |
| 7-day | [audience] | [message] | [offer] | [cap] |
| 14-day | [audience] | [message] | [offer] | [cap] |
| 30-day | [audience] | [message] | [offer] | [cap] |
---
## KPI Dashboard
### TOFU Targets
| Metric | Target | How to Track |
|---|---|---|
### MOFU Targets
[Same table format]
### BOFU Targets
[Same table format]
---
## Budget Allocation
| Stage | % of Budget | Monthly ($) | Weekly ($) |
|---|---|---|---|
| TOFU | [X]% | $[X] | $[X] |
| MOFU | [X]% | $[X] | $[X] |
| BOFU | [X]% | $[X] | $[X] |
| Retargeting | [X]% | $[X] | $[X] |
| **Total** | **100%** | **$[X]** | **$[X]** |
---
## Implementation Timeline
### Week 1: Foundation
- Install pixels/tags on all pages
- Create custom audiences and lookalikes
- Build TOFU campaigns
- Launch TOFU ads
### Week 2: MOFU Launch
- Review TOFU data, adjust targeting
- Launch MOFU campaigns
- Set up retargeting audiences
### Week 3: BOFU Activation
- Launch BOFU campaigns
- Activate retargeting sequences
- Set up conversion tracking verification
### Week 4: Optimize
- Review full-funnel performance
- Kill underperforming ads (<50% of benchmark CTR)
- Scale winning ads (increase budget 20% on winners)
- Add new creative variations
### Ongoing (Monthly)
- Refresh creatives every 2-3 weeks
- Expand lookalike audiences
- Test new ad formats
- Review funnel drop-off points
- Adjust budget allocation based on ROAS by stage
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Generates 10+ ad copy variations for any major ad platform with A/B testing, character-count compliance, and four proven copy frameworks (PAS, AIDA, BAB, 4Ps)