Let’s be real—there was a time when all you had to do was throw money at keywords and, boom, conversions.
But in 2025? That doesn’t cut it.
AI is everywhere, but automation without intent is like shouting into the void. If you’re not meeting your audience at each stage of their journey, you’re wasting budget and trust.
Here’s how we create a strategy that speaks to the entire funnel—with purpose.
1. Start With Intent: Map Out the Real Funnel
Forget the textbook funnel. Think like your customer.
What are they doing before, during, and after that moment of conversion?
Break it down:
- Top Funnel – Just learning you exist
- Middle Funnel – Comparing, researching, and stalking reviews
- Bottom Funnel – Ready to take action
- Post Funnel – Looking for value after the sale
If your strategy only focuses on one stage, you’re missing long-term growth.
2. Performance Max Is Powerful—If You Drive It
PMax touches all funnel stages—but only works well if you feed it the right signals.
Use it to:
- Push brand awareness with video assets
- Retarget site visitors with tailored messaging
- Test different audience signals (like interests + custom segments)
- Leverage creative that speaks to each stage
If you’re only loading up a bottom-funnel copy and expecting full-funnel results, PMax won’t save you. You still have to guide it.
3. AI Search: Enhance Don’t Replace
With AI Search taking over, Google is trying to anticipate user needs in real time.
But here’s the key:
You still need to structure campaigns by their intended purpose.
- TOFU (top of the funnel): Informational keywords
- MOFU (middle): Navigational/comparison searches
- BOFU (bottom): Transactional queries with urgency
AI can fill in gaps, but you set the tone.
4. Segment Your Audiences Like a Pro
Audiences are more than a bucket of traits.
Use:
- First-party data (site behavior, CRM lists)
- Custom intent audiences (based on search behavior)
- Exclusions! (Keep TOFU campaigns from poaching BOFU results)
Give AI context. The better your inputs, the better the outcomes.
5. Align Creative With Funnel Stage
No one wants to see a promo code before they even know what your product is.
Top funnel? Tell stories. Educate. Entertain.
Middle funnel? Show proof. Reviews. Demos. Comparison charts.
Bottom funnel? Get to the point. Offer. Urgency. CTA.
Rotate your creative and tailor it—because the wrong message at the
wrong time still misses, even if the targeting is perf
And real talk?
There’s no more excuse for bad assets.
Search Themes allow for more flexibility. You can speak to intent without over-segmenting.
And AI? That’s your partner in crime now.
Use it to test creative variations, scale assets, and get insights fast.
But it still needs direction.
You bring the strategy. Let the tech scale your impact—not define it.
6. Track the Right KPIs for the Right Stage
Not every campaign is about conversions.
Let top-funnel campaigns breathe.
Example KPIs by funnel stage:
- TOFU: Reach, views, engagement
- MOFU: CTR, scroll depth, time on site
- BOFU: ROAS, CPA, CVR
- Post-funnel: Repeat purchase rate, retention, LTV
Let each campaign do its job and optimize accordingly.
Real Talk From the Trenches: When Clients Want Actually to Strategize
I just had one of those moments with a client who said:
“I want to understand this. Let’s strategize together.”
And I was like, YES. THIS. This is the shift.
PPC is no longer “Here’s your report, cya next month.”
It’s:
- “What are we testing next?”
- “How can we fill this gap in the funnel?”
- “How are people moving through the journey?”
Clients who want to learn? Gold. Because when we’re both invested in the customer journey—not just conversions—we build more innovative, stronger campaigns.
Final Takeaway
Performance Max and AI tools can be powerful—but only if you guide them with strategy, audience knowledge, and creativity that feels human.
Don’t just optimize for conversions.
Build relationships. Serve intent. Show up at the right time, with the right
message.
Because in 2025, the funnel isn’t dead. It just got smarter.
And so did we.
