TOFU, MOFU, BOFU? The Funnel Strategy That Actually Works on Meta
2/18/2025
Let’s cut the fluff. You don’t need a PhD in funnel theory to make Meta Ads work.
You need a clear customer journey, a clean offer, and a funnel that doesn’t feel like a manipulative dating app flow from 2014.
Here’s how we run Meta ads for clients (and ourselves) — in plain English.
🥗 TOFU: “Hey, I exist”
Top of Funnel = Attention
Your goal here isn't to sell. It's to be seen and make people say:
“Oh, this looks useful… and not annoying.”
What works:
- Short-form video with one useful tip
- A spicy visual that contrasts the status quo vs your way
- “Steal our thing” lead magnets (checklists, tools, templates)
✅ Objective: Engagement or Traffic
🚫 Don’t: Hard pitch, look desperate, or fake urgency
🧠 MOFU: “This might be for me”
Middle of Funnel = Consideration
Now they know you. Great. But do they get how you can help them?
This is your chance to frame the problem and position your product as the obvious solution.
What works:
- Carousel ad showing problem → solution
- Testimonials or user-generated content (UGC)
- Case study highlights: “How we helped X do Y with Z”
✅ Objective: Leads, Landing Page Views, Add to Cart
🧠 This is the time to explain how you work. Without sounding like a robot.
💳 BOFU: “Okay, let’s do this”
Bottom of Funnel = Conversion
They’re warm. They’re interested. Now you just need to give them a reason to pull the trigger.
What works:
- Time-sensitive offer or bonus
- Strong testimonial carousel (“I was skeptical, but...”)
- Retargeting ad with a direct CTA (no shame here)
✅ Objective: Conversions
🔁 Retarget everyone who hit your MOFU pages
Bonus: StackToSale’s Lazy Funnel™
If you don’t want to set up a 9-step funnel with 17 ad sets, try this instead:
Stage Ad Type Goal TOFU Reel + Lead Gen Collect email or pixel MOFU Carousel + UGC Landing Page View BOFU Retarget Offer Purchase/Book Call
Start simple. Improve what's working. Burn what isn't.
You don’t need a funnel that wins awards.
You need one that converts.
Need help building yours? We build high-converting, low-BS Meta funnels for SaaS founders, solopreneurs, and bootstrapped teams.
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