How to Build a Full-Funnel PPC Strategy That Actually Converts

At Sprint Digital, a digital marketing agency based in Dublin, we often meet businesses who want quick wins from online advertising but overlook the bigger picture. To make the most of your ad spend, you need a strategy that guides people from first discovery all the way to booking and beyond.

What is PPC?

PPC stands for Pay-Per-Click advertising. It’s a model where you pay each time someone clicks on your ad. Platforms like Google, YouTube, and Meta (Facebook and Instagram) use PPC to help businesses reach new audiences, drive enquiries, and generate bookings.

Many businesses put all their PPC focus on bottom-of-the-funnel campaigns, chasing conversions while ignoring the steps that come before. The reality is that an effective PPC strategy isn’t about one-off wins. It’s about guiding potential customers through every stage of their journey, from awareness to loyalty.

What Is a Full-Funnel PPC Strategy?

A full-funnel approach recognises that not everyone converts straight away. People research, compare, and revisit multiple times before taking action. To succeed, you need to engage users across all stages:

• Top of the Funnel (Awareness): Reaching new audiences who are just beginning to explore options.
• Middle of the Funnel (Consideration): Nurturing interest and showing why your brand stands out.
• Bottom of the Funnel (Conversion): Encouraging confident action and driving bookings or enquiries.

Each stage plays a role in building visibility, trust, and ultimately improving return on ad spend (ROAS).

Top of the Funnel: Build Awareness

At this stage, your audience may not know your brand or even realise they need your service. The goal is visibility, storytelling, and inspiration.

Best Campaign Types:

• Google Display Network – banner ads that appear across websites to build brand visibility.
• YouTube video campaigns – video ads shown before or during YouTube content to reach new audiences.
• Meta awareness or reach ads – ads on Facebook and Instagram designed to maximise reach and visibility.

Tips:

• Use strong visuals and messaging that highlight experience and atmosphere.
• Focus on lifestyle and location-based storytelling rather than price.
• Target audiences by interests, travel intent, or lookalike segments.

Middle of the Funnel: Drive Consideration

Once people are aware of your brand, they begin comparing options. Your focus should shift to building trust and showing why you’re the best choice.

Best Campaign Types:

• Search campaigns (non-brand and destination keywords) – text ads that appear when people search for relevant keywords on Google.
• Performance Max with audience signals – automated campaigns that run across Google’s platforms using audience insights.
• Remarketing (Display and Meta) – ads shown to people who have already visited your site or engaged with your brand.

Tips:

• Highlight unique features, offers, and guest reviews.
• Create copy that answers the question: “Why choose us?”
• Test different ad creatives to match user intent.

Example: “Stay moments from the city’s top attractions – exclusive winter offers available now.”

This stage is about staying top of mind and reassuring potential customers before they make a decision.

Bottom of the Funnel: Capture Conversions

Here, your audience is ready to act. Your job is to make the process simple and persuasive.

Best Campaign Types:

• Brand search campaigns – ads that appear when people search specifically for your brand name.
• Dynamic remarketing – personalised ads that display products or services users viewed previously.
• Conversion-focused Meta ads – Facebook and Instagram ads designed to drive immediate bookings or enquiries.

Tips:

• Use clear calls-to-action such as “Book Now”, “Enquire Today”, or “Check Availability”.
• Emphasise trust factors like “Official Site”, “Free Cancellation”, or “Best Rate Guarantee”.
• Optimise landing pages for speed and mobile usability.

Beyond the Booking: Retain and Reconnect

Many advertisers stop once they secure a booking, but the customer journey doesn’t end there. Remarketing to past bookers or website visitors helps build loyalty and repeat business.

Ideas:

• Promote return offers or seasonal deals.
• Encourage sign-ups to mailing lists or rewards programmes.
• Use custom audiences for re-engagement on Google and Meta.

Why a Full-Funnel PPC Approach Works

With this structure, your campaigns work together to attract, engage, and convert, rather than competing for short-term wins.

Final Thoughts

A full-funnel PPC strategy allows you to meet your audience where they are, not just where you want them to be. By combining smart targeting, relevant messaging, and data-driven optimisation, you can create a seamless journey that turns clicks into lasting relationships.

If you’d like tailored support in building a strategy that converts across every stage of the funnel, get in touch with Sprint Digital. As a digital marketing agency in Dublin, we specialise in PPC campaigns that deliver results and help businesses grow.