Ah, the sales funnel—marketers toss this term around like it’s a universal truth, and you just nod your head in agreement, secretly wondering if they’ve finally figured out you’re an imposter. Educational ads? Awareness ads? Retargeting ads? Don’t worry—we’re breaking it down without the jargon overload or the need for a the "what's a sales funnel?" Google search.

The Sales Funnel for Dummies, Designers, and VAs

What Even Is a Sales Funnel?

Picture this: You’re trying to convince someone to buy a pair of shoes. They don’t know the brand, they’re not sure why they need new shoes, and they’re still clinging to the pair they bought five years ago. That’s where the funnel comes in.

Think of the funnel as a journey your audience takes, from seeing your Facebook ad to making a purchase. It’s made up of three main stages:

Awareness: “Who are you, and why should I care?”
Consideration: “Okay, I’m listening… tell me more.”
Conversion: “Shut up and take my money!”

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I’m Adriane, a designer who went from completely confused by ad jargon and fumbling through random tutorials to coaching business owners on how to create ads that actually work. My mission? To help designers ditch the guesswork and confidently create ads that stop the scroll and get results.

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Adriane xoxo

"Before The Ad Design Lab, I was just guessing my way through ad design. Now I create ads that work—and my clients think I’m magic. Honestly, so do I."
- Bea Leevable

Awareness Ads: The “Hi, Nice to Meet You” Stage

Awareness ads are like your opening line at a party. Their job? To grab attention and introduce your brand in a way that makes people stop scrolling.

What They Look Like:

Bold, eye-catching visuals.
Snappy headlines like, “Tired of Shoes That Hurt? Let’s Fix That.”
Short, memorable copy that sparks curiosity.

Pro Tip: You’re not really selling here—you’re just saying, “Hey, we exist, and we’re cool.”

Consideration Ads: The “Tell Me More” Stage

Once people know who you are, it’s time to build trust and show them why you’re worth their time (and money).

What They Look Like:

Carousel ads that highlight features or benefits. (Think: “5 Reasons Our Shoes Are Your Feet’s New BFF.”)
Testimonials or reviews to build credibility.
Videos showing your product in action.

Pro Tip: Focus on solving problems or showcasing benefits. Your goal is to make them think, “Hmm, maybe I do need this.”

Conversion Ads: The “Take My Money” Stage

This is where the magic happens. Conversion ads give people the final nudge they need to buy, sign up, or take whatever action you’re aiming for.

What They Look Like:

Clear, direct CTAs (e.g., “Shop Now,” “Get Yours Today.”)
Limited-time offers to create urgency. (Think: “50% Off—Ends Tonight!”)
Retargeting ads reminding people of the item they almost bought.

Pro Tip: Make it stupid-easy for them to take action. One click. No friction.

How It All Works Together

Each stage of the funnel serves a purpose, and your Facebook ads need to match the vibe:

Awareness ads grab attention and build curiosity.

Consideration ads educate and nurture interest.

Conversion ads seal the deal.

It’s like dating: You don’t propose on the first date. (Unless you’re in Vegas, in which case, good luck.)

Why Designers Should Care

Understanding the funnel isn’t just for marketers. As a designer, it helps you:

Create With Purpose: You’ll know exactly what each Facebook ad needs to do, so you can design accordingly.
Speak Their Language: Marketers will love you for understanding terms like “awareness” and “consideration.”
Get Better Results: When your ad designs align with the funnel, everyone wins—especially your clients.

Closing Thought:

The sales funnel might sound intimidating, but once you get it, it’s just common sense wrapped in fancy terms. Awareness, consideration, conversion—it’s all about guiding your audience from “Huh, interesting” to “Yes, I’ll take three.”

So the next time someone throws around terms like “awareness ad,” you’ll smile knowingly and crush it with a design that’s not just pretty but perfectly on point. Because now you know: It’s not just about getting clicks—it’s about taking them on a journey.