How to Build a High-Performing Search Ads Funnel

 Search ads are often seen as a direct-response channel—but the brands that scale profitably know the truth: Search ads work best when they’re structured as a complete funnel, guiding users from initial interest all the way to conversion.

A high-performing search ads funnel builds trust, aligns with user intent at every stage, and converts clicks into revenue efficiently. In this guide, we’ll break down EXACTLY how to build one.

What Is a Search Ads Funnel?

A search ads funnel is a structured path that moves users from discovery → consideration → decision using targeted Google Search Ads.

You’re not just bidding on keywords—you’re designing a journey.

The funnel includes three core stages:

  1. Top of Funnel (TOF): Awareness
    Users are exploring problems or searching broadly.

  2. Middle of Funnel (MOF): Consideration
    Users are comparing brands, solutions, or features.

  3. Bottom of Funnel (BOF): Conversion
    Users are ready to take action—buy, book, or sign up.

Different keywords, messaging, landing pages, and bidding strategies are needed for each stage.

1. Top of Funnel (TOF): Capture Interest & Drive Awareness

At the awareness stage, your goal is to appear in front of people searching for information, not necessarily solutions.

TOF Keyword Types

  • Problem-based searches
    e.g., “why is my CRM slow?”

  • Educational searches
    e.g., “how to automate customer support”

  • Broad solution terms
    e.g., “cloud tools,” “marketing automation basics”

  • Long-tail questions
    e.g., “what is a chatbot used for?”

TOF Ad Strategy

  • Speak to the pain point

  • Promise a helpful answer

  • Keep it educational, not pushy

  • Use extensions to add credibility

TOF Landing Page Strategy

  • Blog posts

  • Guides or resources

  • Educational videos

  • Intro-level solution pages

  • Light CTAs (download, learn more)

TOF KPIs

  • Impressions

  • CTR

  • Engagement time

  • Cost per visitor

  • New users

TOF Goal: Bring high-intent users into your brand ecosystem.

2. Middle of Funnel (MOF): Build Trust & Influence Decisions

At this stage, users know what they want—they’re deciding who to choose.

MOF Keyword Types

  • Comparison terms
    “HubSpot vs Salesforce”

  • Commercial intent
    “best CRM for small business”

  • Feature-based searches
    “CRM with automation,” “AI chatbot features”

  • Alternative searches
    “alternatives to Zendesk”

MOF Ad Strategy

  • Highlight differentiators

  • Use value-driven messaging

  • Include social proof, ratings, awards

  • Make benefits clear and concise

MOF Landing Page Strategy

  • Comparison pages

  • Feature pages

  • Case studies

  • Webinars / demos / calculators

  • Stronger CTAs (demo, free trial)

MOF KPIs

  • Lead conversion rate

  • Time on site

  • Assisted conversions

  • Cost per lead

  • Lead quality

MOF Goal: Turn engaged visitors into qualified leads.

3. Bottom of Funnel (BOF): Convert High-Intent Users

Here, users are ready to take action—and your ads must be laser-focused.

BOF Keyword Types

  • Transactional searches
    “buy CRM software,” “book demo now”

  • Brand + transactional
    “Notion pricing,” “Zoho CRM demo”

BOF Ad Strategy

  • Use urgent, action-driven CTAs

  • Promote offers or guarantees

  • Remove friction

  • Use all relevant extensions (callouts, sitelinks, call)

BOF Landing Page Strategy

  • Clean, simple, fast

  • Direct to action (form, purchase, booking)

  • Clear value props above the fold

  • Strong social proof

  • Minimal distractions

BOF KPIs

  • Cost per acquisition

  • Conversion rate

  • ROAS

  • Sales volume

  • Lead-to-sale ratio

BOF Goal: Maximize conversions at the lowest possible cost.

4. Build High-Converting Remarketing Loops

Most people won’t convert the first time. Remarketing is essential.

Best Remarketing Audiences

  • Abandoned demo forms

  • Visited pricing page

  • Added to cart (if e-commerce)

  • Watched 50%+ of your video

  • Past customers (upsell, cross-sell)

Remarketing Ad Strategy

  • Reminders: “Ready to pick up where you left off?”

  • Offers: discounts, free trials, limited-time deals

  • Social proof-heavy messages

  • Personalized value propositions

Where to Retarget

  • Google Search (RLSA)

  • Google Display

  • YouTube

  • Facebook/Instagram

  • Gmail Ads

Remarketing Goal: Capture warm users at a fraction of the cost.

5. Align Bidding Strategies With Funnel Stages

Your bidding strategy should change as intent increases.

TOF (Awareness) Bidding

  • Maximize Clicks

  • Target Impression Share

MOF (Consideration) Bidding

  • Maximize Conversions

  • Target CPA (after initial data)

BOF (Conversion) Bidding

  • Target ROAS

  • Target CPA (with stable data)

Remarketing Bidding

  • Target ROAS for repeat engagements

  • Enhanced CPC for small warm lists

Pro Tip: Smart bidding works best when you feed Google enough conversion data.

6. Build Funnel-Specific Landing Pages

Don’t send all traffic to one generic page.
Each stage needs its own experience.

TOF Pages

  • Blogs

  • Guides

  • Resource hubs

  • Video pages

MOF Pages

  • Feature pages

  • Comparison pages

  • Case studies

  • Product overview

BOF Pages

  • Booking pages

  • Pricing pages

  • Checkout pages

  • Free trial forms

Consistent message = higher conversion rates.

7. Continuously Optimize Your Funnel

A high-performing funnel is built through ongoing optimization.

Optimize Keywords

  • Add winning search terms

  • Remove expensive low performers

  • Expand long-tail opportunities

Optimize Ads

  • A/B test headlines

  • Try new CTAs

  • Refresh messaging monthly

Optimize Audiences

  • Narrow down to high-intent segments

  • Add customer match lists

  • Exclude irrelevant groups

Optimize Landing Pages

  • Improve load speed

  • Test form length

  • Refine the hero section

  • Add trust signals

Example of a Complete Search Ads Funnel

TOF Keyword:

“how to automate customer onboarding”

→ Ad: Learn + Pain point
→ Landing page: Blog or guide
→ CTA: Download resource

MOF Keyword:

“best onboarding automation tools”

→ Ad: Features + differentiators
→ Landing page: Comparison page
→ CTA: Book demo

BOF Keyword:

“onboarding software pricing”

→ Ad: Pricing + urgency
→ Landing page: Demo or purchase page
→ CTA: Start free trial

This structure builds intent step by step and converts predictably.

Final Thoughts

A high-performing search ads funnel is the difference between “I hope this works” and “I know this will scale.”

When built correctly, your funnel will:

  • Capture users at every intent level

  • Build trust through the journey

  • Convert more efficiently

  • Lower your CPA

  • Increase your overall ROAS

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