Full-Funnel Google Ads Strategy
Most e-commerce brands waste 40-60% of their Google Ads budget on poorly structured campaigns. Here's how to fix it.
Top of Funnel: Demand Generation
Performance Max + YouTube Ads
- Goal: Introduce your brand to new audiences
- Budget allocation: 20-30% of total spend
- Creative: Short-form video (15-30s) showcasing product benefits
Middle of Funnel: Consideration
Search + Shopping Campaigns
- Goal: Capture high-intent searches
- Budget allocation: 40-50% of total spend
- Structure: Brand defense + non-brand conquest + Shopping
Bottom of Funnel: Conversion
Dynamic Remarketing + Display
- Goal: Convert browsers into buyers
- Budget allocation: 20-30% of total spend
- Creative: Product-specific ads with social proof
The Budget Formula
For a $10K/mo budget:
- $2.5K → Top funnel (awareness)
- $4.5K → Mid funnel (consideration)
- $3K → Bottom funnel (conversion)
Key Metrics to Track
- Blended CPA (total spend / total conversions)
- First-click attribution (not last-click)
- New customer ratio (aim for >40% new customers)
