Customise based on funnel phase

Ad viewers can be at any stage of the conversion funnel.

• Leads closer to the top of the funnel (TOFU) respond better to awareness-related messages. Your copy should be inviting and light.
• Those near the bottom of the funnel (BOFU) need a nudge from your copy to take action. Use action verbs to make your copy more intentional.

Customise your ad's copy and call to action, considering your intended reader's funnel stage.