Top of Funnel (TOF): Capture Attention with Value

Objective: Engagement
Goal: Get on their radar – the right way

We kick things off by running engagement ads that position our clients as the authority in their space. We’re talking thought leadership content that speaks directly to the customer’s problems, frustrations, and ambitions.

Think of this stage as your digital handshake. You’re not selling – you’re connecting.

What works best here?
Posts that feel like helpful insights, not sales pitches. The kind that get bookmarked, shared, and spark real conversations in the comments.

Smart tip: Exclude TOF engagers from seeing more of the same. Once they’ve interacted, move them into the next stage. Keep the funnel clean.

Bottom of Funnel (BOF): Build Trust with Proof

Objective: Engagement
Goal: Convert interest into intent

Now that they know who you are, it’s time to show them why you’re the right choice. At this stage, we retarget people who engaged with the TOF content – these are warm prospects who’ve already shown interest.

This is where we bring in the big guns:

  • Case studies
  • Client success stories
  • Tactical tips
  • Behind-the-scenes insights

These aren’t just ads – they’re proof that you deliver. We use the same engagement objective here too, because it keeps costs lower and continues building affinity without pushing too hard, too soon.

Final Layer: Conversation Ads That Drive Action

Objective: Direct connection
Goal: Turn warm leads into live conversations

Once someone’s engaged with BOF content, they’re primed for the final push. We use LinkedIn’s Conversation Ads to open up a 1-to-1 dialogue and invite them to take a next step – whether that’s booking a call, downloading a high-value asset, or attending an event.

Because these are retargeted to people who already know the brand, the response rates are significantly higher. It feels like a personalised message, not a cold approach.

Tactical Notes That Make a Difference

A few practical tips that help this strategy perform consistently:

  • Turn off Audience Expansion and LinkedIn Audience Network. Keep the targeting tight and focused.
  • Segment by persona and journey stage. A CTO needs a different message than a Marketing Manager. Tailor accordingly.
  • Use first-party data wherever possible. People often engage with your content, then go straight to your company page or profile. If your tracking’s not set up right, you’ll never know what actually triggered that interest.

Pro Tip: Your Best Ads Already Exist

Still spending hours writing brand-new ad copy from scratch? You don’t need to. Some of the highest-performing LinkedIn ads we’ve run started life as organic posts.

If a post has already proven it can stop the scroll and spark engagement, it’s a solid candidate for paid amplification. Strong social proof and comments? Even better!

Topics
PPC Optimisation
Christian Horne
Written by

Christian Horne

Founder of HOC. Almost a decade in paid media, managing multi-million-pound budgets across B2C and B2B. Lives in Lancashire, hates fluff.

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