How to Actually Target Top-of-Funnel in Meta Ads (8-Figure Brand Secrets That Work)

Let’s cut to the chase. Most advertisers think they’re running top-of-funnel (TOF) campaigns on Meta… but they’re not. They’re just tagging campaigns with TOF/MOF/BOF labels while throwing everything into Meta’s algorithm blender and hoping for the best.

It’s what I call the illusion of control.

If you want to build TOF campaigns that actually do what they’re supposed to – introduce your brand to genuinely cold, net new audiences – there’s a better way. And it doesn’t involve over-engineered lookalikes or 75-layer interest stacks.

This is the same playbook we use with our 7 and 8-figure clients at HOC-Digital. Let’s dive in.

Smarter TOF Targeting Starts With One Thing: Exclusions

Forget complex targeting for a moment. That’s not where the game is won.

The key to true TOF targeting on Meta? Strategic exclusions.

If you want to reach genuinely new people, you need to keep your existing ones out. That means:

• Uploading and excluding your full customer database
• Excluding anyone who’s engaged with your ads before
• Blocking Facebook and Instagram profile engagers

You can keep your actual audience targeting broad. Let Meta do its thing. What matters is aggressively excluding anyone who already knows who you are.

Is it perfect? No. Exclusions aren’t bulletproof. But they’re your best shot at getting in front of fresh eyes at scale.

Creative Formats That Actually Drive Discovery in 2025

Meta has a clear favourite when it comes to pushing content into new feeds: Reels.

If you’re serious about reaching TOF audiences, Reels aren’t optional – they’re your primary discovery engine.

That said, don’t ditch static ads entirely. They still pull their weight, especially in retargeting and conversion-focused placements. But for TOF? Shift your budget weighting toward Reels.

A good rule of thumb:

• Reels: 60-70% of your TOF creative spend
• Statics: 30-40% as complementary assets

Blend both formats, but lean into what Meta’s algorithm is prioritising right now.

TOF Messaging: Forget Brand Stories, Focus on Clarity

Here’s where a lot of advertisers fall flat.

At TOF, you’re talking to people who’ve never heard of you. They’re not warmed up. They don’t care about your origin story or your founder’s vision.

They want to know: What is this product? What does it do? Why should I care?

Your messaging needs to operate at a “grandma gets it” level. Think:

• A crystal-clear product explanation
• A simple breakdown of how it works
• Visual proof or demonstration
• Evidence it delivers results
• Straightforward value propositions, no jargon

This is product-first marketing, stripped of fluff. Fancy copywriting won’t save you here. Clarity converts.

Measuring TOF Performance: Benchmarks That Actually Matter

You can’t evaluate TOF campaigns the same way you measure bottom-of-funnel performance. If you’re chasing ROAS from a cold audience who’s never heard of you, you’re going to be disappointed.

Instead, look at these relative indicators:

• Lowest CPMs – This shows you’re accessing inexpensive reach, which is a hallmark of broad TOF audiences.
• Lowest frequency – You want fresh eyes, not repeatedly hitting the same people.
• Highest CPA – Yes, this is expected. Cold traffic doesn’t convert cheaply.
• Lowest ROAS – Again, normal. TOF is about planting seeds, not harvesting.

Use TOF to fill the pipeline. Judge success by reach, engagement, and cost-efficiency, not immediate conversions.

The Theme Page Whitelisting Hack (Used by 7-Figure+ Brands)

Now for one of the spiciest TOF strategies we use behind the scenes with big-budget brands: the whitelisted theme page.

Instead of running TOF ads through your main brand profile, create niche-specific theme accounts. Think of them as digital curators – not sellers.

Examples:

• For a jewellery brand: “Jewellery Collectors Daily”
• For a fashion brand: “UK Streetwear Review”
• For a fitness supplement: “Optimal Workouts”

Why it works:

• You reach people who might scroll right past a brand ad
• Content feels more native and organic to the niche
• There’s lower resistance to engaging with the content

It’s subtle, but powerful. When someone sees a Reel from “Jewellery Collectors Daily,” it feels like discovery. When it’s from “Brand X,” it feels like an ad.

This strategy is further removed from the purchase path, which means slower conversions – but it’s a powerful long-game play for TOF dominance. Especially if you’re working with a bigger budget and longer sales cycle.

Meta Wants Control. You Still Need a Funnel.

Let’s be honest. Meta would love it if you dumped everything into one campaign, one ad set, and let Advantage+ figure it out. And for smaller brands or rapid testing? That’s not the worst idea.

But when you’re scaling into high 7 or 8 figures, control matters. You need to know what’s driving awareness, what’s nurturing consideration, and what’s closing the deal.

That means intentional funnel structure. It means smart exclusions. It means messaging tailored to the mindset of each stage.

Top-of-funnel isn’t just a label. It’s a strategy. And if you get it right, it sets the entire machine up for predictable, profitable growth.