How to Build a Simple PPC Funnel That Drives Leads (Without Wasting Budget)

In this post, I’ll walk you through a simple 3-step PPC funnel that can help you optimise your ad spend and convert more of your clicks into customers.

Step 1: Awareness – Target the Right Audience

Before diving into PPC ads, you need to define your target audience. It's the first step in any successful PPC campaign because if you're targeting the wrong people, you’ll end up wasting your budget.

Example:

A UK-based online education provider used Google Ads to target specific job titles and industries for its courses. By using keywords that resonated with their audience’s pain points, they drove highly relevant traffic, resulting in a 40% decrease in their cost-per-click (CPC).

Actionable Tip:

Use audience targeting features on Google Ads or Facebook Ads to target by demographics, interests, and behaviours. Layer this with intent-based keywords to attract leads who are actively looking for solutions.

Step 2: Consideration – Engage and Educate

Once you’ve brought users into your funnel, the next step is to keep them engaged. This is where many businesses drop the ball. Simply directing visitors to a generic landing page won’t cut it. You need to nurture them with valuable, relevant content.

Example:

An e-commerce business in the UK used a landing page featuring a product video and a case study to demonstrate the benefits of its software. This educational approach increased their conversion rate by 25%.

Actionable Tip:

Design your landing pages with value-driven content—offer something useful, such as a free resource, webinar, or guide. Also, include a strong call-to-action (CTA) that directs users toward the next step in your funnel.

Step 3: Conversion – Get the Lead to Take Action

Now that you’ve built awareness and engaged your audience, it’s time to seal the deal. This is the stage where users should be primed to take the desired action—whether that’s making a purchase, signing up for a newsletter, or booking a demo.

Example:

A SaaS company implemented a special offer on its subscription plans, exclusive to users coming from PPC ads. This led to a 50% increase in their lead conversion rate.

Actionable Tip:

Offer time-sensitive incentives like discounts or free trials to create a sense of urgency. Make sure your CTA is clear and actionable, like “Sign Up Today” or “Get Your Free Trial.”

Tools to Help You Optimise Your PPC Funnel:

1. Google Ads – For keyword targeting and audience segmentation.

2. OptinMonster – To create high-converting pop-ups and lead capture forms.

3. Unbounce – For designing landing pages that are conversion optimised.

4. Hotjar – For heatmaps to see how users interact with your landing pages.

A successful PPC funnel isn’t about throwing money at ads and hoping for the best. It’s about strategically targeting your audience, providing value, and guiding leads toward conversion. By following these simple 3 steps, you can create a PPC campaign that not only drives traffic but converts that traffic into high-quality leads without wasting your budget.

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