How to Run a Multi Funnel Meta Ads Campaign Today

TL;DR

The best approach now is an allfunnel campaign that blends top, middle, and bottom funnel content within one ad set. Meta can personalize delivery to warm and cold audiences, allowing a single campaign to perform like multiple funnel stages. Creative diversity and proper ad hierarchy keep costs efficient while maximizing conversions.

Transcript

What if I told you there was a better way to run Facebook ads? A strategy that I haven't really talked about before that is very different from what we used to do and is producing the best results right now. And if you've been running ads for a while, by the way, I fully expect this to blow your mind. This video is sponsored by HubSpot. More about ... Read More

Key Insights

• Allfunnel campaigns combine multiple funnel stages in one ad set to leverage Meta delivery.
• Meta can personalize ad delivery to individual users, showing some customers bottom funnel content while others see top or middle funnel content.
• Creative diversity within an ad set helps Meta optimize spend across different stages without separate campaigns.
• Removing top funnel content can hurt performance because it eliminates warming signals and broad audience reach.
• One ad set with many ads allows Meta to decide which creative is best for each user at each moment.
• The shift from multi-campaign funnels to allfunnel campaigns emerged as Meta’s delivery system advanced.
• Advertisers should expect Meta to test and optimize which ads act as awareness versus conversion drivers in real time.
• A single, well-structured allfunnel campaign can outperform multiple traditional funnels in both short and long term results.
• More videos from this channel:
  • How to Book Calls Inside Meta Ads Lead Forms
  • How to Copy a Meta Ads Strategy for Growth
  • How to track Meta ads when Gen Z buys without clicking
• More from this channel: Ben Heath

Questions & Answers

Q: How to implement an allfunnel campaign on Meta Ads today

To implement an allfunnel campaign, create one campaign that contains a single ad set targeting a mix of cold and warm audiences. Within that ad set, include multiple ads representing top of funnel, middle of funnel, and bottom of funnel content. Allow Meta to determine which ads to serve to which users based on its delivery system, enabling personalized pathways from awareness to conversion.

Q: What is the advantage of using one ad set with many ads

Using one ad set with many ads lets Meta optimize the sequence and combination of creatives for each user. Some individuals may respond to top of funnel content, others to middle or bottom funnel, and Meta can allocate budget accordingly. This can improve efficiency and shorten the path to conversion by delivering the right message at the right time.

Q: Why might removing top of funnel content hurt performance

Removing top of funnel content can hurt performance because it eliminates warming signals that prepare audiences for conversion. Without broad awareness, the pool of potential buyers shrinks and retargeting alone may not sustain volume, causing higher costs per conversion and weaker overall ROAS as the remaining audience becomes exhausted.

Q: How does Meta determine which ads to show to a user

Meta uses its sophisticated delivery system to personalize which ads are shown to each user. It analyzes a user’s interactions, defines their readiness to buy, and then chooses whether to present top, middle, or bottom funnel content. This dynamic optimization aims to balance awareness, consideration, and conversion efficiently.

Q: What role does creative diversity play in allfunnel campaigns

Creative diversity ensures that a single ad set contains a range of ad formats and messages, increasing the likelihood that at least one resonates with each user at the appropriate stage. Meta’s recommendation to mix various ads helps prevent stagnation, keeps attention high, and improves overall campaign performance over time.

Q: Can a single allfunnel campaign replace multiple traditional funnels

Yes, a single allfunnel campaign can replace multiple traditional funnels by consolidating top, middle, and bottom funnel content into one structure. Meta’s delivery system can allocate budget across stages and personalize experiences, achieving both broad reach and targeted conversion without separate campaigns for each funnel stage.

Q: What is the recommended approach to funnel structure with Meta now

The recommended approach is to run an allfunnel campaign that uses one ad set and many ads. Within that set, mix warm and cold audiences and let Meta decide which ads serve at which stage. This strategy leverages Meta’s delivery to maximize efficiency, improve ROAS, and align creative with user readiness.

Q: How does the loop marketing prompt library relate to the video content

The video mentions HubSpot’s Loop Marketing Prompt Library as a resource that enhances marketing with AI prompts. It offers stages Express, tailor, amplify, and evolve, designed to accelerate experimentation and personalization. Agencies and marketers can use it to optimize content and campaigns in a data-driven, time-saving way.

Summary & Key Takeaways

• The video argues for shifting from a three campaign funnel to an allfunnel approach within one campaign to leverage Meta’s delivery system. It explains how ads at different funnel stages can run together and be optimized by Meta for individual users. The loop integrates awareness, consideration, and conversion in a single structure.

• The presenter highlights the importance of creative diversity within a single ad set, showing how Meta allocates spend across top, middle, and bottom funnel ads. He explains the risk of removing top funnel content and how it can degrade overall performance when relying solely on bottom funnel ads.

• HubSpot Loop Marketing Prompt Library is promoted as a tool to accelerate marketing with AI prompts, offering Express, tailor, amplify, and evolve stages. The resource is positioned as a timesaver for marketers, enabling faster data-driven decision making and better audience differentiation.