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Creating Sales Funnels for Facebook Ads

What is a Sales Funnel?

A sales funnel is the process of leading customers to buy. It follows the series of interactions with potential customers, to help narrow down those most likely to purchase, while also persuading those not yet ready to purchase closer towards a buying decision.

Sales funnels can become quite complex. However, we’ll simplify the process to keep it easy to follow and apply.

How a Sales Funnel Works

The essential idea for creating a sales funnel is to filter out the people we don’t want and get closer to building a better relationship with the people we do want to eventually establish brand supporters and lifelong customers.

Prospective customers enter at the top of the Funnel, with numbers gradually decreasing through to the middle and bottom.

  • Upper Funnel or Top-of-Funnel
    The upper part of the funnel serves to spread awareness, educate prospects, and nurture brand buzz. As the largest part of the funnel, this is where the widest area of the audience lives, so we don’t know just yet if they are only at the looking-to-buy stage or are our actual target customers. At this point, they have a problem and are looking for a solution – whether we are that solution is still to be decided. Potential customers are here, but right now, with such a large audience and so many messages, it’s a distracting place to be. So this is where we measure and gauge all the channels drawing in our leads to help us understand the current marketing landscape.

  • Mid-Funnel
    The middle of the funnel is the interest and assessment stage where potential customers (our prospects) are now actively looking at us as a solution to their problem. They are using the information we provided as research to decide between us and our competitors. It is at this stage where messages are more refined and featuring great content with clear touchpoints to follow us on social media and subscribe to our database.

  • Bottom Funnel
    It is at the bottom of the funnel where our prospects are ready to make a purchase (we love these people lots). They are at the Decision Stage and wanting to take advantage of us as the solution to their problem. Here, they pay attention to what’s on offer with different packages and options through sales pages, webinars and direct calls. Finally, they will take action, transitioning from a warm lead to a real, live, breathing customer. They’ll finalise the deal by signing the contract or clicking ‘Buy Now’, where money makes its way to our account. These are our favourite-est people of all, where they may even evolve into return customers, brand supporters or the ideal VIP customer.

FloSocial Sales Funnel

How to use Facebook in a Sales Funnel

  • Watch this video for step-by-step instructions on how to create a sales funnel for Facebook ads.

If we tried selling directly to people at the top of the funnel, we would be wasting our time, money, and advertising dollars. With so many people in this area, these aren’t the people we necessarily want to reach. By selling directly to the people at the bottom of the funnel, we have established they’re at the point of buying. They’ve shown they really like us and want to buy. Perhaps they simply need that extra push to seal the deal.

We can use our Facebook ads in sequences to allow us to funnel through to prospective buyers and so spend our advertising dollars wisely.

We have now reached the point of combining the power of Facebook with our Sales Funnel for the next level in Facebook Advertising. Belt up – this will be a helluva ride!

Where to use Facebook in a Sales Funnel

FloSocial Money Man


  • Video Ads
     Using the upper part of the funnel for spreading awareness, educating prospects, and nurturing brand buzz, we can use video ads to target and save the audience interested in us and engaging with our video content.

    Then we apply all the new knowledge from the previous module, so we can create a custom audience based on the people who have watched our video to retarget them for the next step of the funnel.


  • Carousel Ads

    With the middle of the funnel the interest and assessment stage, we’ll be refining our message and featuring great content to drive traffic and generate leads. Featuring up to 10 images and links, Carousel Ads attract plenty of attention to drive people to our website.

    We then create another custom audience based upon the people who are interested in our product and visited our website, using our pixel on those who have clicked through from Facebook. We can retarget this audience using a special offer or Call-To-Action.

Bottom Funnel

  • Conversion Ads

    Now we’re at the decision stage of the process where our leads are ready to purchase. We can run a direct Call-To-Action and present an offer. Having engaged with us a few times now, from watching our video ads, following us on social media, interacting with our Carousel Ad, and clicking through to our website, we’ve reached people looking for that final incentive. From our Carousel Ad, we select the most popular image to target our custom audience based upon our web traffic and create a Conversation Ad. Then using the power of our Pixel, we accurately track and retarget this audience.