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Most marketing funnels begin broadly, casting a wide net to build general awareness, then narrow as potential customers move through consideration and intent towards a final purchase. While this top-down model can work, it’s often too slow and costly for small to medium sized businesses.
Introducing the Bottom-Up Funnel Strategy
Rather than starting with cold traffic and hoping for conversions later, we recommend flipping the script with what we call the Bottom-Up Funnel.
This strategy begins at the bottom of the funnel, targeting users who are most likely to convert right now. Once you’ve gathered performance data and ensure your offer connects, you can gradually expand up the funnel and start reaching colder and colder audiences.
This reverse funnel approach is one of the most efficient and scalable ways to generate ROI through paid media.
Let’s break down the five foundational steps.
Step 1: Retarget Website Visitors with Meta Ads
Most visitors won’t convert on their first visit, but that doesn’t mean they’re lost.
Retargeting ads on platforms like Facebook and Instagram help you stay in front of these warm visitors, keeping your brand top of mind and nudging them towards action. Meta’s ad platform is particularly effective thanks to its advanced targeting, engaging visual creatives, and cost efficiency.
This step helps recover "lost" traffic and sets the stage for stronger conversions for anything else added on top.
Step 2: Run Branded Search Campaigns to Own Your Name
When someone searches for your business by name, that’s a clear sign of interest. Yet many companies fail to take control of this valuable traffic.
Branded search campaigns ensure your ad shows up when people are specifically looking for you. You can deliver the right message, direct users to high-converting landing pages, and block competitors from hijacking your traffic.
You also improve the overall user experience by guiding people to the most relevant offers and information.
Bonus: These campaigns help Google learn your audience that are driving results, making your broader campaigns more efficient over time.
Step 3: Capture High-Intent Demand with Google Search Ads
People searching for your type of service on Google often have strong purchase intent. These prospects are ready to take action.
By targeting high-intent keywords, you can meet them at the moment they’re ready to make a decision. These campaigns generate quick feedback, uncover new keyword opportunities, and reveal how your offer performs against competitors.
Over time, this becomes a reliable engine for consistent growth.
Step 4: Expand Reach with Interest-Based Meta Ads
Once your search campaigns are producing steady results, it’s time to expand your reach - there are only so many people searching for your service per month.
Interest-based targeting on Meta lets you reach users who match your ideal customer profile, even if they aren’t actively searching yet. These ads help build brand awareness and drive new traffic, which will then be retargeted as we setup in Step #1.
This approach creates a full-funnel system, turning cold audiences into buyers over time.
Step 5: Scale with YouTube Ads and Performance Max Campaigns
When your core campaigns are working and your budget allows, you can scale further with video ads and AI-driven placements.
YouTube ads are excellent for storytelling, brand lift, and showcasing offers visually. Google’s Performance Max campaigns use machine learning to place ads across Search, YouTube, Display, and more.
These formats require more creative effort, but they can unlock broader reach and new audience segments. Just be sure to track performance closely, as results can vary depending on your niche.
Final Thoughts: Why the Bottom-Up Funnel Works
The Bottom-Up Funnel is designed to make every advertising dollar count. By starting with those most likely to convert, you get faster results, sharper insights, and better ROI.
As you scale, you're building on real data and performance, not guesswork. It’s a smarter, more agile way to grow your business through paid ads.
If you want a more efficient and profitable approach to advertising, this is the framework to follow.
