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Facebook Ads: Ideal Sales Funnel [Breakdown]
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Faraz Haider

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Facebook Ads: Ideal Sales Funnel [Breakdown]

Facebook Ads | 8 minutes

If you’ve been trying to find a way to scale your business through Facebook Ads, you’ve arrived at the right place. Today, we’re going to break down one of the most important tools of marketing for you - Sales Funnel.

Before we get started, let’s quickly understand what the sales funnel is.


Ideal Sales Funnel-1

What is a Sales Funnel?

A sales funnel is a step-by-step approach aimed to lead a potential customer through a series of marketing actions like blogs, automated emails, and videos. These marketing actions encourage them to make a purchase and increase sales.

The sales funnel we will break down for you today will help you understand how you can take your potential customers from being strangers to visitors to leads to becoming customers and even promoters!

If your business is at a point where you have 500 plus sales per month, this form of the sales funnel can be one of the most powerful tools in your marketing tactics.


Stage 1 - Attract

This is the first stage where you showcase your product or service to people who haven’t heard about your business yet. How do you reach an audience that has never heard of you? You guessed it - advertisements! In today’s world of eCommerce, digital advertising is key to the growth of businesses big or small.

In order to stand out more and get traffic to your website, you need to set your campaign goal as "conversions" and put out interesting ads on Facebook and Instagram that grab attention. In this wave of visual content, lifestyle videos and photos speak louder than words. Incorporating them in your ads is a great way to hook people and make them curious about your business. A good place to start is with 4 good-looking creatives.

Style of Ads

Whom to target?

You must be asking yourself, “Who do I target with these good-looking ads?”

Well, to find the target audience for your ads, you should ideally create 10 different audiences. Out of those 10, you should be looking at creating 10 different look-alike audiences.

Make audiences for each of the following actions:

  • Page Engagement 7 Days
  • Page Engagement 30 Days
  • View Content 7 Days
  • View Content 30 Days
  • Add to Cart 7 Days
  • Add to Cart 30 Days
  • Checkout Initiated 7 Days
  • Checkout Initiated 30 Days
  • Purchase 7 Days
  • Purchase 30 Days

Once you create those 10 different audiences as above, follow the steps to create a lookalike audience:

Step 1: From the Facebook Ads Manager, go to Audiences.

Step 2: Select the Create Audience dropdown and choose Lookalike Audience

Step 3: Choose the audience you’ve created.

Step 4: Select the countries or regions you would like to target.

Step 5: This is where you choose your desired audience size. Size is expressed on a scale of 1 to 10. In this case, we will choose “1” because Facebook will find people who are really close-matched to our audience.



Once you've created your audience, you need to set the budget you're comfortable with.

A good spot would be to start with a minimum of 20 per Ad Set and test it for 5 days. If your ROAS is over 2.0, you can increase your Ad Set budget by 20% every 48 hours until it reaches a cap of 50 a day.

Once your Ad Set reaches €50 a day, duplicate three best-performing ad sets into a new CBO campaign with a budget of €100 a day. A CBO Campaign will do the automation for you and use the best-performing ad.

And you’re done! That’s how you bring people who have never heard of your brand and get them acquainted with it.

You can learn to create efficient ad campaigns on Facebook and Instagram by tuning into our informative webinar on Facebook Ads for eCommerce.


Stage 2 - Convert

At this stage, the potential customer has developed an intent to do business with you. This is where you must make it smoother for your customer and convince them that your business is the best choice for what they are looking for. Here's how:

Again, it's a great idea to use organic posts that have done good (in terms of engagement) and turn them into ads.

Create 3 Ad Sets for a warm audience with “Shop Now” as CTA:

  • People who engaged with your page last 30 days
  • People who follow you on Instagram/Facebook
  • Website visitors in the last 180 days

Keep in mind to keep updating your content so that it looks fresh and your potential audience doesn’t feel like they’re wasting their time. But if a particular ad is getting engagement, avoid shuffling it as it’s doing what a good ad should do.

If you are unsure of what to post, Customer Reviews and User-Generated Content are a great way to get out of the rut and bring your customer into focus. This encourages your customer to talk about your brand which can evoke curiosity and bring in more audience from their circle.

The best brand to utilize User-Generated Content is GoPro. They put their customer’s content on social media which makes their customers happy and is a great way to keep the content going.


Stage 3 - Close

This is a crucial stage that encourages your visitors to consider buying from you. Here’s how you can convert efficiently:

  • Start with a campaign goal
  • Budget 5% of cold audience
  • If you are not sure which audience to target, go for people who had added to their carts in the last 3 days but didn’t complete the purchase.
  • Exclude people who have already completed their purchase.
  • Make sure you have the dynamic creative on because that’s how Facebook recognizes which creative is working the best with the audience. 


Tip: If you provide a discount on a product abandoned by a customer, it will make it highly likely for the customer to finish their purchase.


Stage 4 - Delight

Facebook Shopping

This stage is to retain our current customers. When done right, it will get your customers excited about being important to be treated well by the brand. It says a lot about the brand, it shows how much your customers mean to you.

Here are some fabulous ways to delight your customers:

  • Packaging
  • Delivery
  • Use Facebook/Instagram to interact with your audience
  • Facebook/Instagram messages and DM’s
  • New products with ads for the current customers


A happy customer will go to great lengths to promote your business if they felt that they are important to you. Things like packaging and interaction from you can be great experiences for your customers that will encourage them to spread the word about your business.



Sales Funnel is a powerful tool that can be a game-changer for your business if used correctly. It can bring a new audience to your business that can become loyal customers in a short span of time.

If you’d like to delve deeper into marketing and ways to scale your business, we highly encourage you to book a free consultation with our eCommerce expert.



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May 3, 2021 10:00:00 AM 8 minutes No