In general, ads only work when they match what your customer is thinking about at that moment. Showing the same ad to everyone is like giving the same pitch to a room full of strangers—you’ll lose most people. Instead, your ads should change depending on whether someone is just discovering you or is ready to buy. This is where the “marketing funnel” comes into play, and it’s important that your digital marketing agency knows which part of the funnel each ad speaks to the most. To simplify things, we’ll separate the funnel into just to parts: top and bottom.
When People First Hear About You (top of the funnel)
When someone is just learning about your business, they’re not ready to buy yet. At this stage, your ads should focus on teaching, inspiring, or entertaining them. Think short videos, fun graphics, or simple posts that make them curious about what you do. The goal here isn’t to sell—it’s to get noticed and start building trust.
When People Are Ready to Buy (bottom of the funnel)
Later on, some of those people will be ready to make a decision. That’s when your ads should shift gears. Here, you want to give them reasons to choose you now: special offers, limited-time deals, customer reviews, or success stories. This type of content helps people feel confident about finally buying.
Why Matching Matters
Your ads work best when they line up with where the customer is in their decision-making process. Early-stage ads build awareness, while later-stage ads push for action. By matching your message to their mindset, you’ll get more clicks, more customers, and better results overall. Although this is an extreme simplification, the underlying theory remains: whoever runs your ads (whether you or an agency) should be mindful that “one ad does not fit all” potential customers.
