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Full-funnel paid media: every channel with a clear job

When every campaign is judged on the last click, spend drifts towards people who were going to buy anyway. I design a paid media plan that spreads budget across the funnel and measures each stage by what it is meant to do.

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In short

Full-funnel paid media means organising Google Ads and Meta Ads campaigns by stage of the buying journey: discovery, consideration, conversion and repeat purchase. For WooCommerce stores I define each channel's role, how budget is split between stages and which metrics each stage is judged on. It suits stores whose growth has stalled because nearly all spend sits at the bottom of the funnel.

Signs of an unbalanced funnel

  • Spend only reaches people who know you

    Retargeting and brand search take almost the whole budget. The numbers look good, but new demand doesn't grow and the store keeps relying on the same customers.

  • Top-of-funnel campaigns cut too soon

    Discovery campaigns are judged on last-click ROAS and switched off before their effect on brand searches and later sales has had time to show.

  • Channels fighting over the same sale

    Google and Meta both claim the same conversion, and attributed sales add up to more than real orders. Nobody can say which channel is doing the work.

How I design a full-funnel plan

I map your customers' typical journey and give each stage its own channels, formats, audiences and a success metric that fits. Budget is split according to business targets and revisited in light of results, not habit.

  • Clear roles: Meta and YouTube to create demand, Search and Shopping to capture it, retargeting and email to convert and bring people back.
  • Stage-specific metrics: qualified reach and brand search growth at the top, new-customer acquisition cost at the bottom.
  • Overall performance read through MER and real store orders, alongside each platform's own attribution.
  • Audience exclusions between stages so you don't pay twice for the same customer.

What you get

  • Funnel map

    A view of your store's buying journey, with the channels, formats and audiences assigned to each stage.

  • Budget plan by stage

    A proposed split of spend across discovery, consideration, conversion and repeat purchase, with criteria for revisiting it.

  • Audience and exclusion matrix

    Cold, warm and customer audiences in Google and Meta, with the exclusions that prevent overlap.

  • Metrics framework

    Indicators for each stage and for the business as a whole, including MER and new-customer acquisition cost.

  • Tracking dashboard

    A Looker Studio dashboard that combines spend by channel with store orders, so everyone reads the same numbers.

How it works

  1. Current picture

    I look at how budget is split today and how much reaches new customers versus people who already know the brand.

  2. Journey map

    With your team, I describe how customers discover, compare and come back to buy from the store.

  3. Plan and build

    I set channels, audiences, metrics and the budget split, then build the structure in each platform.

  4. Regular review

    I compare results by stage and for the store overall, and rebalance spend based on that evidence.

Tools I use

  • Google Ads
  • Meta Ads Manager
  • GA4
  • Looker Studio
  • BigQuery
What is MER and why do you use it?

MER (marketing efficiency ratio) is total store revenue divided by total marketing spend. It doesn't rely on any platform's attribution, so it shows whether overall spend is driving sales even when channels claim the same conversions.

How do you judge a discovery campaign that doesn't drive direct sales?

With metrics that suit the stage: reach within the right audience, cost per qualified visit, growth in brand searches and the trend in new-customer sales. Where volume allows, incrementality tests by region or time period are also an option.

Does a small store need to think full-funnel?

It needs to think in stages, even with only a few channels. A store on a modest budget might focus on capturing existing demand and use email for repeat purchases, leaving paid discovery until there is margin to invest.

Does this include email and SMS?

Email and SMS belong to the repeat-purchase stage and are included in the plan as owned channels. Setting them up is covered by the marketing automation service, but audiences and exclusions are coordinated with paid media.

Related tools

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