Build Spice Garden TOFU-MOFU-BOFU funnel in Meta Ads & define metrics

Good morning, everyone! Today we're going to build a complete performance marketing funnel for Spice Garden Restaurant — right from the top all the way to the bottom.

We'll start at the Top of the Funnel with a branding awareness video, shown to interested audiences of Spice Garden Restaurant. Then we'll move to the Middle of the Funnel, where we retarget people who watched at least 50% of that video, plus bring in fresh interested audiences, and drive all of them to our website.

Finally, we'll move to the Bottom of the Funnel, where we select the Sales objective and drive conversions — people filling the form to book a table. This ad goes to people who visited the website through our middle-of-funnel ad but didn't book, plus — once again — fresh audiences based on interest.

Let's build this step by step, starting with the Top of the Funnel.

Topic : Funnel Creation on Meta for Service and Ecommerce Business

1) Ad Setup for TOFU (Service and Ecommerce) & KPIs

2) Ad Setup for MOFU  (Service and Ecommerce) & KPIs

3) Ad Setup for BOFU  (Service and Ecommerce) & KPIs

Goal: pure branding. Introduce Spice Garden Restaurant to a broad, cold, interest-based audience using a video — no offer, no hard sell.

Create the TOFU Campaign & Select the Objective

• Go to Meta Ads Manager → Campaigns → Create.
• Choose the "Awareness" objective — the only goal here is to introduce the brand.
• Name the campaign: "SGR – TOFU – Awareness – Video Ad."

Set the Budget & Schedule

• Budget type: Daily Budget.

• Amount: e.g., ₹1,000/day — awareness campaigns typically need a slightly larger budget for broad reach.

• Schedule: ongoing, no end date — branding runs continuously alongside the rest of the funnel.

Build the Interest-Based Audience

Since this is the very top of the funnel, there's no retargeting

data to use yet — this audience is built entirely from location, demographics, and interests.

• Location: the city/region Spice Garden Restaurant serves.
• Age & Gender: e.g., 22–55, all genders.
• Detailed Targeting (Interests): Restaurants, Fine dining, Indian cuisine, Foodies, Food & Drink.
• Name it: "SGR – TOFU – Interest Audience."

Upload the Awareness Video Ad

• Format: Single Video — a 15–30 second tour of the restaurant's ambience, food, and atmosphere.

• Primary text: "Experience the taste and warmth of Spice Garden Restaurant."

• Call-to-action: "Learn More" — kept soft since this is branding, not a sales push.

Review and Publish

• Check the Review screen for estimated reach.
• Confirm the objective, budget, audience, and video are all correct.
• Click Publish.

Now that our awareness video is running, let's move to the middle of the funnel. Here, we bring the audience who watched at least 50% of our video back — plus we keep introducing the brand to new interested people — and drive both groups to our website.
 

Goal: move warmed-up viewers and fresh prospects onto the website. No offer yet — the focus is exploration (the menu), not booking.

Create the MOFU Campaign & Select the Objective

• Go to Ads Manager → Campaigns → Create.

• Choose the "Traffic" objective — the goal is to drive clicks through to the website, not conversions yet.

Name the campaign: SGR – MOFU – Traffic – Website Visits.

Set the Budget & Schedule

• Setup the budget on the Campaign Step.
• Budget type: Daily Budget.
• Amount: e.g., ₹800/day.
• Schedule: a 14-day run, aligned with how long the TOFU video campaign is active.

Set Up Two Ad Sets — Retarget Viewers + New Interest Audience

This is where the funnel logic really shows: the MOFU ad should reach BOTH the people who already watched our video AND fresh people who match our interest targeting — as two separate ad sets under the same campaign, so each can be tracked and optimized independently.

• Ad Set 1 — Audience: "SGR – MOFU – Video Viewers 50% – 30 Days" (the retargeting layer).
• Ad Set 2 — Audience: "SGR – TOFU – Interest Audience" (the same cold prospecting audience used at TOFU, feeding new people into the funnel).

• Ad set 1:

• Ad set 2:

Design the MOFU Ad Creative for both the Ad set.

• Format: Single Image or Video.
• Primary text: "Loved what you saw? Explore our full menu at Spice Garden Restaurant."
• Call-to-action: "See Menu" — driving curiosity and website visits, not a hard sell.
• Website URL: link to the menu or homepage (not directly to the booking form yet).

Review and Publish

• Check the Review screen for estimated reach across both ad sets.
• Confirm the objective, budget, both audiences, and the creative are all correct.
• Click Publish.

Finally, let's move to the bottom of the funnel, where we select the Sales objective and drive the audience to actually convert — filling the form to book a table. This ad goes to people who visited the website through our middle-of-funnel ad but didn't book, plus fresh audiences based on interest.

Goal: conversion. This is where the offer appears and the ask becomes direct — book a table now.

Create the BOFU Campaign & Select the Objective

• Go to Ads Manager → Campaigns → Create.
• Choose the "Sales" objective — the goal now is the actual table-booking conversion.
• Name the campaign: "SGR – BOFU – Sales – Table Booking Conversion."

Set the Budget & Schedule

• Setup the budget on the Campaign Step.
• Budget type: Daily Budget.
• Amount: e.g., ₹800/day.
• Schedule: a 14-day run, aligned with how long the BOFU video campaign is active.

Set Up Two Ad Sets — Retarget Site Visitors + New Interest Audience

Just like at MOFU, the BOFU ad reaches two groups as separate ad sets: people who visited but didn't book, and a

fresh interest-based audience so the funnel keeps bringing in new prospects even at the conversion stage.

• Ad Set 1 — Audience: "SGR – BOFU – Website Visitors – Not Booked – 30 Days" (the retargeting layer).
• Ad Set 2 — Audience: "SGR – TOFU – Interest Audience" (the same cold prospecting audience, still feeding the funnel).

• Ad set 1:

• Ad set 2:

Design the BOFU Ad Creative

• Format: Single Image.
• Primary text: "Missed out on Spice Garden Restaurant? Come back and enjoy 15% off your next table booking — 

limited time only!"

• Headline: "Book Your Table & Save 15%"
• Call-to-action: "Book Now."
• Website URL: link directly to the "Book a Table" reservation page.

Review and Publish

• Check the Review screen for estimated reach across both ad sets.

• Confirm the objective, budget, both audiences, and the creative are all correct.
• Click Publish.

Now it's your turn!

• Part A: Create a TOFU Awareness campaign with a video ad targeted to an interest audience of your choice (name it clearly).

• Part A: Build the interest-based audience with at least 3 relevant interests.

• Part B: Build a video-engagement Custom Audience (50% viewers) from your TOFU video.

• Part B: Create a MOFU Traffic campaign with two ad sets — the video-viewer audience and your interest audience.

• Part C: Build a website Custom Audience excluding people who already booked.

• Part C: Create a BOFU Sales campaign with two ad sets — the website-visitor audience and your interest audience — using a different offer than the one demonstrated in class.

Congratulations!

You have successfully completed the Setup Performance Marketing Funnel on Meta for Spice Garden.

In this LAB, you learned how to:

• What is a Performance Marketing funnel?

• Practical setup of performance marketing funnel.

• Awareness ad setup at TOFU with Video Ad.

• Creating the Audience who watch the 50% Awareness video ad for the TOFU.

• Traffic ad setup at MOFU.

• Creating the Audience who visit the website, but didn’t book the table.

• Sales ad setup at BOFU>

Topic : Ad Setup as per the Funnel on Google

1) Funnel Creation on Google for Service and Ecommerce Business

2) Ad Setup for TOFU  (Service and Ecommerce) & KPIs

3) Ad Setup for MOFU  (Service and Ecommerce) & KPIs

4) Ad Setup for BOFU  (Service and Ecommerce) & KPIs