📈 Advertising Strategy Overview: The Framework I Use to Drive Scalable Results

When I take over or build a new ad account, I use a proven multi-phase framework that’s designed to deliver consistent, scalable, and profitable results. The goal is to generate high-quality leads and help businesses reach their revenue targets — while maintaining control, tracking, and strategic clarity throughout.

Here’s how the system works:

🔹 Phase 1: Top of Funnel (TOF) — Lead Generation & Hook Testing

This is where we attract fresh attention and generate cold leads. The goal in this phase is twofold:

1. Drive lead volume at a sustainable CPL (cost per lead).

2. Identify the winning angles — creatives, ad copy, and headlines that resonate most with the market.

💡 Key Components:

• Multiple ad sets using segmented audiences (e.g., based on behaviors, interests, pain points).

• Structured testing of creatives, hooks, headlines, and ad copy in isolated ad sets.

• Strategic use of ABO (Ad Set Budget Optimization) or Lifetime Budgets to ensure even testing.

🧪 Frameworks Used:

• Interest Stack Testing

• Creative vs. Copy vs. Headline Isolation Tests

• Daily or Rolling 3-Day Performance Pruning

🔹 Phase 2: Middle of Funnel (MOF) — Retargeting & Re-engagement

Once we’re driving consistent leads, we begin retargeting the warm traffic — people who visited the funnel, engaged with ads, or watched videos.

🎯 MOF Objective:
Reinforce value, eliminate objections, and convert warm prospects who didn’t take action the first time.

💡 Key Components:

• Retargeting ad sets built around:

  • Site visitors

  • Video viewers

  • Social engagers

• Emotional storytelling ads, proof-based creatives, and value stack reminders.

• Lifetime budget campaigns running on optimized schedules (e.g., 8AM–8PM, Sun–Fri).

🔹 Phase 3: Bottom of Funnel (BOF) — Sales Conversions & High Intent Offers

In this final phase, we target leads who are close to converting.

🎯 BOF Objective:
Push warm-to-hot prospects over the line with urgency, proof, and clear CTA offers.

💡 Key Components:

• Hyper-specific retargeting (e.g., people who visited a checkout page but didn’t convert).

• Instant bonus reminders, live session CTAs, or final call creatives.

• Optional use of Dynamic Creative Ads to match the final nudge with each lead’s unique journey.

🧠 Why This Works

This framework is designed to:

• Quickly validate ad angles without wasting budget.

• Keep winning combinations active while testing new ones in parallel.

• Maintain clear visibility into performance — both in Facebook and attribution platforms like Hyros.

By keeping lead gen predictable and performance scalable, I help my clients grow faster while staying in full control of their ad accounts.