How To Build A Successful Facebook Ads Funnel


Facebook is growing by leaps and bounds. Marketers are spending billions yearly to reach their target audience with Facebook Ads.

However, Facebook looks more like a socializing platform than a place where people can buy things. This is because most users are not thinking of buying when they are on the platform.

A graph from shows that most Facebook users prefer to update their status, click “like” button, comment on other people’s post or photos or send private Facebook messages as shown below:


This shows that most audiences on Facebook are not in the buying mood yet.

Does this mean you cannot sell your product or service on Facebook?


It means your target audience are cold and you need to warm them up before you sell anything to them.


By creating a Facebook ads funnel.

In this article, you are going to learn how to build an effective Facebook ads funnel by using four strategies.

Let's get started:

Step 1: Promote Content Using Facebook Ads

Content marketing is an effective way to warm up cold audiences. Thus, you can use valuable content that educates and inspires your target audience to warm them up.

You will need varieties of content to engage your target audience who are on different level of buying decisions in your Facebook funnel, such as guides, checklists, video, blog posts, infographic, eBook, etc.

You can promote your content to the segment of your target audience that is warm or cold. This can be people who are already engaging with your brand on Facebook by liking and commenting on your posts or people who have never heard of your brand before. They will come to know that your brand exists and they will eventually develop interests in your product and services.

For example, check out Leadsbridge Facebook ads to promote their blog post below:


They also promoted one of their video content using Facebook ads. Check it out below:


How To Use Content To Build Up Your Facebook Ad Funnel

Here, you will need to create a custom audience. Below are the steps you need to follow:

1. Go to your Facebook ad account and click on “Audiences”

2. Click on “Create audience button”, then click on “custom audience” as shown below.


3. Click on “customer file” as the source of your audience


4. Upload a “CSV or text file” that contains your customer's data

5. Give your audience “a name” and click on the "next" button.


6. Click on "create lookalike audience"


7. Choose the “country” of your new lookalike audience and define the size of Facebook users who look like your seed audience.

8. Lastly, click on “Create audience”.


That is it!.

As you promote your content to your target audience, ensure you know the content that is leading to most purchases. By so doing, you will know the best form of content that resonates with your audience.

Step 2: Retargeting Website Visitors Who Did Not Subscribe Your List

Retargeting is a great way to promote your content, build brand awareness and generate more sales. It helps your audience to see your ads anywhere they visit online.

You can easily use this approach for your website visitors. For example, if a user visits your website and they did not subscribe to your lists, you can easily retarget them until they most likely convert.

The process involves creating a Facebook pixel and adding the code to your website code. When any visitor comes to your website, they are targeted through the pixel. This will allow you to serve them relevant ads as they move from one place to the other on the internet.

For example, I was looking for a good laptop to buy a few months back. I visited a major online electronics dealer website and checked out some laptops. I kept seeing the same laptops showing up on some websites I visited and in my Facebook newsfeed. That is the power of retargeting. It is a great way to stay in front of your prospective customers until they likely convert.

How To Add Your Retargeted Website Visitors To Your Facebook Ads Funnel

Here you can build a custom audience of people who come to your website or engage with your content but did not subscribe to your list and target them with Facebook ads. You need to create a custom audience just like we did in step 1. Follow the steps below:

1. Go to your Facebook ad account and click on “Audiences”

2. Click on “Create audience button”, then click on “custom audience” as shown below.

3. Click on “Engagement on Facebook” as shown below:


4. The next thing is to build a custom audience of people who visited the “thank you page” after subscribing to your list.


5. Exclude the people from the audience


That is it! You now have a Facebook ads that will be shown to people who did not subscribe to your list.

The best type of Facebook ads you can use to convert web visitors into leads is the Facebook lead ads.

Here is a good example from Leadsbridge:


Facebook lead ads make it easy for users to opt-in to your list without visiting your website or landing page. Once they are added to your list, you can extract or download the list from Facebook.

You can automate a follow-up series by syncing leads ads to your marketing software, CRM, or autoresponder using Facebook lead ad sync. This way, you can quickly get in touch with your lead before they forget you.

Step 3: Retargeting Subscribers Who Did Not Buy With A Front-end Offer

Chances are, part of your leads have bought your product or service. You can still retarget those who did not buy. To do this, you can create a custom audience of people who opted into your mail list without purchasing your product or service. This will help you to create a Facebook ads for your front end offers.

How to add retargeted subscribers to your Facebook ads funnel

1. Go to your Facebook account and create a “custom audience”.

2. Select the lead that will show a list of people who have interacted with your Facebook lead ad.


3. Create a list of people who interacted with your Facebook lead ads


4. Select “people who opened and submitted the form from the drop-down list.


You can promote your front end offers using a canvas ad. You can learn how to create it here.

Step 4: Retargeting Buyers For Up-sell, Down-sell, Backend Offers

The thing is, if someone has already patronized your business, they are much more likely to buy from you again. According to Adobe, repeat buyers are likely to spend 5x more than first time buyers.

You can easily create new retargeting audiences for people who have visited your post-conversion pages with new offers such as upgrades or complimentary services. For visitors who do not want to do business with you, you can create different offers from their recent "no thank you" on the upsell offers.

For example, if someone buys an orange, up-sell a juice presser, if they did not buy the presser, down-sell them an orange peel art book, or promote another high price product at the back end.

How to add retargeted buyers to the Facebook ads funnel

You need to build a custom audience of these buyers. You can do this by uploading your customers' data on Facebook as shown in step 1 above.

Another great option you can try out is the Facebook ads to messenger, it is good for demonstrations and presentations of your high-end products and services.

Below is a great example from Leadsbridge:



Above are strategies that will empower you to build an effective Facebook ads funnel. These strategies will boost your brand awareness and generate more engagement and sales for your business.

Have you tried any of the above strategies? Share your experience in the comment section below.

Posted in PPC

About the Author: Stefan Des

CEO and co-founder at LeadsBridge. A suite of automation tools for Facebook Advertisers.  Social Advertising and Marketing Automation enthusiast. Download my Facebook Ads Insider's Hacks here.


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