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 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.
About Me
Ad Design Basics
Hey there!
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
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
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.
Conversion Ads: The “Take My Money” Stage
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
- 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
- Create With Purpose: You’ll know exactly what each 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 designs align with the funnel, everyone wins—especially your clients.
Closing Thought:
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.
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It Gets Better, Promise