When a new Meta Ads client comes in, the first thing I do is look at their Business Manager. 9 times out of 10 I find the same thing: one campaign, one audience, one creative, conversion as the objective. And that's where the budget burns.
The 3 audience temperatures
You can't talk to someone who doesn't know you the same way you talk to someone already in your cart. You have to change the message based on how close the person is to the buying decision.
TOFU — Top of Funnel (people who don't know you)
Cold audience. Goal: get noticed and give value. No selling. No "book now". Just useful content, short videos, saveable posts.
MOFU — Middle of Funnel (people who have seen you)
Retargeting people who interacted. Goal: build trust. Case studies, testimonials, content that proves competence.
BOFU — Bottom of Funnel (people who are ready)
Website visitors, leads, people in the cart. Goal: close. Clear offer, honest urgency, direct CTA.
How much to give each?
My standard approach: 60% TOFU, 25% MOFU, 15% BOFU. Sounds counterintuitive ("why spend more where I don't sell?"), but without feeding the first step, the other two dry up.
A funnel that doesn't generate new cold traffic dies in 3 months. Always.
Want to apply this to your business?
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