Running paid ads but not seeing the return you hoped for? You’re not alone. Getting clicks is easy enough – turning those clicks into actual customers? That’s where most businesses get stuck.

This is where a proper PPC funnel changes the game. When you build it right, it doesn’t just bring traffic – it guides people through a journey that ends with them choosing you. Not by chance, but by design.

At HOC-Digital, we’ve built and optimised PPC funnels for brands across the UK. And let me tell you – it’s not about spending more. It’s about being smarter with what you’ve already got.

Let’s break down how to build a PPC funnel that actually converts.

What Is a PPC Funnel – And Why Should You Care?

A PPC funnel is basically your customer journey in ad form. It starts with someone who’s never heard of you and (if you’ve done it right) ends with them becoming a paying customer.

Think of it like this – if your ads are just sending people to a generic landing page with no context, you’re throwing money at traffic that doesn’t know you, doesn’t trust you, and doesn’t know why they should buy from you. That’s why conversion rates stay low and CPAs creep up.

A proper funnel guides people step-by-step. You build awareness, spark interest, earn trust, and then give them a clear reason to buy.

The 3 Key Stages of a High-Converting PPC Funnel

Every winning PPC funnel follows the same basic structure. If you’re missing one of these stages, you’re likely leaving money on the table.

1. Top of Funnel (TOFU) – Get Seen by the Right People

This is where it all starts. You’re talking to cold audiences – people who’ve never come across your brand before. You’re not selling here. You’re introducing yourself, solving a problem, or offering something useful that gets attention.

What works:

• YouTube ads highlighting a pain point
• Facebook or Discovery ads promoting blog posts or guides
• Lead magnets like checklists or cheat sheets

What to avoid: Trying to sell straight away. You wouldn’t ask someone to marry you on the first date, right? Same logic applies.

If you’re using search ads, go after broad or informational keywords – stuff like “how to improve email open rates” instead of “buy email software.”

2. Middle of Funnel (MOFU) – Build Trust and Keep Them Engaged

Now we’re talking to warm audiences. These are people who clicked, visited, or signed up for something. They know who you are, but they’re not convinced yet.

This stage is all about showing them why you’re the right choice.

Try this:

• Retargeting ads with testimonials or product demos
• Landing pages that speak directly to their pain points
• Nurture email sequences that add value and answer objections

Quick story: We had a client in the online coaching space. Their cold ads brought in leads, but they weren’t converting. So we added retargeting with short video testimonials and a “what to expect” demo. Their conversion rate went up by 43% in two weeks.

3. Bottom of Funnel (BOFU) – Make It Easy to Say Yes

This is where you close the deal. You’ve built trust, answered their questions, and now they’re ready to take action – as long as you don’t make it complicated.

What helps here:

• Search ads targeting high-intent terms like “pricing,” “quote,” or “buy now”
• Offers with clear value – free trials, discounts, or guarantees
• Retargeting ads that nudge people who’ve already shown strong intent

Keep it simple: If someone has visited your pricing page multiple times, don’t hit them with another intro ad. Show them a reason to take action now – limited-time offer, exclusive bonus, whatever fits your brand.

How It All Comes Together

The real power of a PPC funnel is in how everything connects. Someone might first see a YouTube ad, then download a guide, then get a retargeting ad with a testimonial, and finally click a Google ad to buy.

That’s the flow. And it doesn’t happen by accident.

Here’s how we do it at HOC-Digital:

• Start with audience research – who are they, and what do they care about?
• Map out the full journey – from awareness to purchase
• Create content and ads for each stage
• Build it across platforms – Google, Meta, YouTube, email – all working together
• Keep testing and tweaking – because what works now might not work in three months

Common Funnel Mistakes That Kill Conversions

Let’s call these out, because we see them all the time.

1. Sending cold traffic straight to a sales page
Massive mistake. They don’t know you, so why would they buy from you? Warm them up first.

2. Using the same message for everyone
Someone who just heard about you needs different messaging than someone who’s about to buy. Tailor it.

3. Forgetting about retargeting
Most people won’t convert on the first visit. If you’re not retargeting, you’re literally paying to lose them.

Build It Like You Mean It

A PPC funnel isn’t just about running ads. It’s about understanding your audience, mapping out their journey, and guiding them through it with intent.

Clicks are cheap. Customers aren’t. If you’re serious about growing with paid ads, your funnel is where it all starts.