In the span of 30 days, we’ve increased our pageviews by 80.25%, our leads by 556.25%, while only increasing our Facebook Ad Spend 36%.   

The huge bump in performance is a result of us making small but meaningful updates to our Facebook funnel. 

If you’re currently spending more than a few hundred dollars on Facebook Ads, I want you to zoom the lens out and stop focusing on a single campaign. Start thinking about the customer journey.

I want you to start thinking about serving the right ads to the right people at the right time. 

We break down our prospective audiences into 3 categories for simplicity.

The Magic Million (cold), the Chunky Middle (warm), and the Sweet Spot (hot). 

Our advertising structure is set up to continuously help us grow our Warm and Hot Audiences. Essentially, we want to turn our Cold Traffic into Warm, Warm into Hot, and Hot into Sales Appointments.

Here’s how it looks in the real world: 

We advertise to our Magic Million audience to grow the awareness that we exist to more and more potential customers. 

We use broad brush strokes to define our Magic Million audience: age, location, interests. That’s it.

You’ll notice how we don’t use 3rd party demographics like income, wealth, or behaviors. We generally avoid these demographics because it can dramatically reduce the potential audience we’re marketing to. Plus Facebook recently shared that some 3rd party data sources can cost you up to 15% of your ad spend just to use their data.

We serve top of the funnel content to the Magic Million. Here are a few examples: 

Lead Gen Ad Based on Interest 

Lead Gen Ad Based on Interest

Lead Gen Ad Based on Interest

Lead Gen + Branding Based on Interest

The goal here is simple -- raise awareness of our brand's existence and convert this audience into leads.  Our Magic Million audience continuously fuels the growth of our Chunky Middle. 

Next up, we have our Chunky Middle.

We advertise to our Chunky Middle audience to build our credibility and reputation. 

The Chunky Middle consists of leads generated from Magic Million Campaigns, Engaged Facebook Page and Website Visitors (regardless of their source).

We serve middle of the funnel content to the Chunky Middle. Here are a few examples: 

 A Customer Success Story 

An Authority Piece 

Promoting Our Product and Services 

Finally, we advertise to our Sweet Spot to convert them into appointments for our sales team.

Our Sweet Spot is the most engaged portion of our Chunky Middle audience. If they’ve been active on our website in the last 30 days, they get added to the Sweet Spot audience. If they go inactive, they move back to the Chunky Middle.

Here’s how you can set this up:


We serve bottom of the funnel content to the Sweet Spot.  Here are a few examples:

Appointment Ad  

Featuring Product with Call To Action for Appointment 

Customer Review with Call To Action For Appointment 

You might be asking yourself, “Is it worth the effort?”

The downside to not setting up a funnel is you find yourself advertising all of your ads to the same group of people over and over again. This can lead to low relevancy scores and ad fatigue. Additionally, you end up competing with yourself because Facebook will only serve a certain % of your ads to the audience you’re targeting. At Curaytor, we advocate investing in marketing and sales strategies that compound over time.

In this model, each campaign results in more and more opportunities for you to grow awareness, build credibility, and drive sales. 

Our strategy is set up to take our prospective clients down the logical path of Awareness to Credibility to Conversion.