If you want your PPC campaigns to convert in 2025, they need to show up with a purpose. 

A full-funnel PPC marketing strategy ensures you’re reaching the right audience with the right message at the right time, whether they’re just discovering your brand or ready to buy. 

This article:

• Walks through each stage of the funnel – awareness, consideration, and conversion.
• Breaks down the keywords, targeting, ad formats, and landing page elements that make each one work, using the hot tub industry as an example.

Think of it as your tactical guide to building smarter, stage-specific campaigns that drive results.

Awareness stage

Top-of-the-funnel (TOFU) campaigns are focused on consumers in the awareness stage, when they haven’t yet entered the market for your product or identified a problem that needs solving. 

Awareness campaigns are meant to do exactly what they say: to make customers aware of your brand so that when they finally enter the market, you have a leg up due to brand recognition. 

A perfect example of this is insurance companies. 

People don’t need insurance often, but when they do, it sure helps that the Geico gecko is one of the first things you think of.

Keyword and audience research

• Identify keywords that are informational in nature, that align with your brand’s offerings and your target audience’s interest.
• Utilize tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.
• A couple examples of search queries that fall into the awareness phase:
  • “Are hot tubs good for you?”
  • “Are hot tubs worth it?”
  • “How much are hot tubs?”
• Use audience targeting to advertise to people who you think are a good fit for your product. Do your customers skew older? Advertise on websites that also cater to those demographics. (Tools like SparkToro can help you find where your audience is on the web.)

Dig deeper: PPC keyword research: What you need to know

Ad creation

• Display advertising is a big part of an awareness-based strategy. Craft display ads that are visually compelling and effectively show your brand’s value.
• Use video ads to introduce your brand and highlight key product features.
• The goal is to entice users to learn more, so use attention-grabbing headlines focused on the user’s seeking more information.

Landing page optimization

• Design your landing page so they match your ads in both messaging and visuals. Inconsistent branding and messaging only makes the user’s journey more confusing.
• Focus your landing pages on providing valuable content that educates the user’s about a specific product or your industry as a whole. Relevant blog posts are a good choice for awareness-based campaigns.
• Make sure to include clear calls to action (CTAs) to encourage readers to continue down the purchase funnel, such as “download brochure” or “learn more.” 

Dig deeper: Guide to PPC top-of-funnel reporting

Consideration

Middle-of-the-funnel (MOFU) campaigns are focused on consumers in the consideration stage, where they have officially entered the market for a product but they have yet to find the solution or product that fits their needs.

Consideration campaigns are meant to give a customer the information they need to make a purchase.

This could be many different things, like:

• Information about the product or service.
• Sales information that could entice the customer to finally make a purchase.

Keyword research

• Identify keywords related to your products or services that indicate interest by the user. Users in the consideration phase often use keywords like “best” or “review” to help find the best brands and products. 
• Use tools like Google’s Keyword Planner or any other keyword research tool to develop a list of these keywords that have a decent amount of search volume.
• A couple examples of search queries that fall into the consideration phase:
  • “Hot tub sales.”
  • “Best hot tub brands.”
  • “Hot tub store.”
  • “Hot tub comparisons.”
  • “Jacuzzi hot tub reviews.”

Ad creation

• Focus on ad copy that provides valuable information to the consumer while also showing the value of your brand specifically.
  • For hot tub sales, this could include “One year of free service with purchase” in addition to information about the hot tubs.
• Create compelling remarketing ads that keep user’s interested after they’ve interacted with your content.
• Use Performance Max and Demand Gen campaigns, which offer a mix of text, display, and video creative options.