Awareness ads seem like the perfect first step in starting a digital ad campaign. What could be better than introducing your audience to who you are?
But here’s something you should consider first. If your marketing funnel is not already in place to convert your audience, an awareness campaign may result in no conversions and lost money.
Why Awareness Ads Sometimes Fall Flat
An awareness ad introduces your brand, product, or service. It helps people recognize you. However, recognition does not equal conversions. Your ad spend is wasted if people cannot take the next step when they’re ready.
A person might watch your ad today. Yet weeks later, they no longer remember your name. They buy from someone else who presented a clear path to purchase. This is why awareness ads are not always the ideal starting point.
Why Your Funnel Must Come First
Awareness ads are helpful if they’re part of a larger marketing funnel.
Studies in marketing highlight the importance of repeated exposure across multiple touchpoints. This is because brand consideration grows when people encounter your business across multiple channels over time, not just from a single ad exposure.
However, to be effective, an awareness campaign should be part of a broader lead generation campaign.
That campaign should include:
- Conversion-ready landing pages
- Optimized forms or phone call options
- A clear process that turns clicks into real leads
When to Add Awareness Ads
The key is timing. Awareness ads are powerful, but only when they are layered after your lead generation efforts have been optimized. Use this formula:
- Build the funnel first.
- Run conversion campaigns.
- Track results and maximize ROI.
- Add awareness ads when returns begin to level out.
By following this sequence, your awareness campaign compounds your success instead of draining your budget.
Creating Your Campaign
Awareness ads are not the opening move in digital marketing. They are a growth layer that comes after your funnel delivers consistent results. Do not run awareness ads without first fixing your funnel.
If you want a fully optimized ad campaign designed to convert your audience, reach out to us. We’re an ROI focused digital marketing agency specializing in ads across the internet.
With 25+ years in the digital landscape, I lead Mediaura, a results-driven agency specializing in digital marketing and website design for the Food & Beverage, Spirits, B2B, and Healthcare sectors with expertise in scaling multi-unit operations.
As a passionate digital strategist, I help businesses achieve their goals via innovative marketing solutions and high-converting web design. My team and I excel in:
- Performance-Based Digital Marketing Campaigns
- AI Search + SEO
- Website Design That Converts
- Marketing Automation
I’ve partnered with diverse clients throughout my career to help them navigate the ever-evolving digital world and maximize their online presence. I’m dedicated to pioneering industry trends and leveraging the latest technologies to deliver exceptional results.
I’m always seeking new challenges and opportunities to innovate in digital marketing.
