Hey,
Let me tell you a quick story.
When we started working with this skincare brand, they were stuck.
Good product. Good intentions. But bad ads and an even worse funnel.
No strategy. No structure. No scalability.
If you looked at their Facebook ad account, it was like throwing spaghetti at the wall and hoping something would stick.
And trust me – hope is not a strategy.
So, we built a funnel from scratch.
A system.
One that not only made them profitable but scaled them to 8 figures in revenue in record time.
Today, I’m going to break down the exact Meta Ads funnel we used – TOFU → MOFU → BOFU – and how you can use this for your brand too.
TOFU (Top of Funnel) – Awareness Ads
Goal: Stop the scroll, spark curiosity, and introduce the brand naturally without screaming “buy now!”
Ad Concepts That Worked:
- POV-Style “First Try” Reaction – An authentic influencer reaction to trying the product.
- “Things You’re Doing Wrong” Skincare Mistakes – Quick, relatable mistakes with product positioned as the fix.
- “Instagram Made Me Buy It” Style UGC – Raw excitement from customers discovering the brand.
- Fast-Paced ASMR Product Demo – Satisfying texture shots and crisp application sounds.
- “#1 Product for [Skin Concern]” Hook – Bold, confident problem-solution positioning.
- Unfiltered Before & After Reel – Show real texture, real skin, real people.
- “Your Skincare Routine is Outdated” Hook – Position the brand as the smarter choice.
- Street Interview Ads – Capture genuine skincare struggles and surprise them with a fix.
- “Celebrities Love This Ingredient” Trend Tie-In – Ride trending ingredients used by influencers.
- First-Frame Shock Factor – Grab attention visually in the first 2 seconds.
- AI Skin Scanner Effect – Highlight issues instantly and recommend the product as the cure.
MOFU (Middle of Funnel) – Consideration Ads
Goal: Build trust, credibility, and desire. Educate without boring people to death.
Ad Concepts That Worked:
- “Why This Serum Went Viral” Breakdown – Educate around the hero ingredient.
- Comparison Test (Drugstore vs. High-End vs. Ours) – Show the clear winner visually.
- Influencer “Real Talk” Review – No-script honest reviews that feel natural.
- “I Used This for 7 Days” Progress Diary – Show real results, day by day.
- Sephora vs. Our Site Pricing Comparison – Explain the bonus perks of buying direct.
- “What Your Dermatologist Won’t Tell You” Hook – Bust myths and educate smartly.
- Toxic Skincare Checklist – Highlight clean ingredients vs common harmful ones.
- Hidden Camera Customer Reactions – Capture raw excitement post-try.
- Two-Swipe Carousel: Problem → Solution – Simple, intuitive storytelling in two taps.
- Community Love Reel – Compile DMs, reviews, and UGC in one heartwarming montage.
- “How to Use It” Quick Guide – Break down usage step-by-step for easy adoption.
BOFU (Bottom of Funnel) – Conversion Ads
Goal: Push for the sale. Add urgency. Add legitimacy. Get the customer to buy today, not tomorrow.
Ad Concepts That Worked:
- Restock Alert – “We Sold Out 3x, It’s Back” – Scarcity with credibility.
- Social Proof Hooks – “Join 25,000+ Happy Customers” – Let the herd drive action.
- 90% Dermatologist Recommendation Stat – Borrow credibility for conversions.
- Cart Abandonment Discount – Small nudge (10% off) with a ticking clock.
- Post-Purchase UGC + CTA – Customer videos saying “I wish I found this sooner.”
- Last Chance Gift Offer – Free bonus with deadline = double urgency.
- TikTok Compilation Reel – Ride the viral hype and make it yours.
- VIP Access Teaser – Exclusive perks for buyers only.
- Text-Only Testimonial Ads – Bold real reviews on simple backgrounds.
- Press Features Ad – “As seen in Vogue, Elle, Refinery29” credibility booster.
- Time-Limited Bundle Offer – Bundle core products and slap a countdown timer.
Now, the lesson here is that it’s not about hacking one “magic” ad.
It’s about building a system.
You move cold traffic from awareness to education to conversion systematically.
You nurture strangers into buyers.
You tell a story through every ad, every step of the funnel.And when you do it right – like we did for this skincare brand – the results don’t just add up.
They multiply.
Now the only question is:
Are you building random ads or building a real funnel?
Choose wisely.
Happy advertising