Running paid ads without funnel-specific creatives is like proposing marriage on the first date. Too much, too soon.
Different people are at different stages of their journey with your brand. Some are just meeting you, some are considering you, and some are ready to buy – but only if you give them the right nudge.
That’s where funnel-specific creative comes in. By tailoring your ads to each stage (top, middle, bottom), you meet people where they are and guide them down the path to conversion.
Here’s exactly what to make at each stage of the funnel.
Table of contents
Top of Funnel (TOFU): Build Awareness
TOFU creatives are designed for people who don’t know you yet. They’re scrolling, they’re distracted, and they’re not actively looking for you.
Why it matters
This stage is about attention and curiosity. If you can’t stop the scroll, you’ll never get the chance to sell later.
Creative formats that work
- Short-form video: Think TikTok-style UGC, product demos, or quick educational clips.
- Bold visuals: Eye-catching static graphics or animations that highlight a problem.
- Educational content: “Did you know?” carousels or explainer posts that hook curiosity.
- Story-driven content: Quick founder stories or brand missions to build connection.
Example
A skincare brand might run a short TikTok showing “3 signs your moisturiser isn’t working” – ending with a soft intro to their product.
Goal: Stop the scroll. Build brand awareness. Drive cheap clicks and engagement.
Middle of Funnel (MOFU): Build Trust & Desire
At this stage, people know who you are, but they’re not ready to buy. They’re comparing options, thinking about whether you’re worth it, and looking for proof.
Why it matters
This is where most brands drop the ball. MOFU creatives turn awareness into trust – and trust into intent.
Creative formats that work
- Testimonials & reviews: Video reviews, quote graphics, star ratings.
- Case studies or before-and-afters: Show real results, not just claims.
- Longer-form videos: Deeper dives into how your product/service works.
- Comparison ads: You vs the competition (subtly done).
- Educational lead magnets: Ads promoting free guides, checklists, webinars.
Example
A coaching business might share a video testimonial of a client who doubled their revenue, combined with a carousel showing the step-by-step framework.
Goal: Build authority, prove value, and generate leads or nurture deeper interest.
Bottom of Funnel (BOFU): Convert
These are the hot leads. They’ve visited your site, added to cart, clicked your ads multiple times. They know you. They’re considering buying.
Why it matters
This is where the money is. BOFU creatives need to remove final objections and give them a reason to act now.
Creative formats that work
- Offer-driven ads: Discounts, free shipping, bonuses, limited-time promos.
- Retargeting ads: Dynamic product ads for abandoned carts.
- Guarantees: Risk-free trials, money-back promises.
- Personalised messaging: “Still thinking about it?” copy for returning visitors.
- Urgency tactics: Countdown timers, limited stock messaging.
Example
An ecommerce store retargets a cart abandoner with an ad that says, “Still want it? Here’s 10% off if you checkout in the next 24 hours.”
Goal: Convert warm leads into paying customers. Maximise ROAS.
Final Thought
Not all creatives are created equal. If you blast the same ad to everyone, you’ll waste money on people who aren’t ready – and annoy people who were about to buy.
Tailor your creatives to each funnel stage:
- TOFU = Awareness and intrigue
- MOFU = Proof and trust
- BOFU = Offers and urgency
When every stage has the right creative, your funnel flows – and your ad spend goes further.
Need help building a creative strategy that matches your funnel? Aesthetic Studios knows exactly how to map it out and make it convert.