Facebook Ads - 6 Types of Funnels for Your FB Campaigns | Digitooly

Facebook Ads – 6 Types of Funnels for Your FB Campaigns


So you wanna try your hand at Facebook Ads?  Not a problem, we’ve got you covered on that a bit later.

But for right now, the big question is…

Where are you going to send your visitors?

Fortunately, this blog post covers 6 types of funnels for your Facebook ads.  These are the most popular funnels you can use that convert very well (assuming you know how to create good landing pages).

So without further ado, here are the 6 Types of Funnels for your Facebook Ad Campaigns.

Lead / Opt-In Funnel

The goal of this funnel is to capture your visitor’s e-mail address.  You want to create a list of e-mails as quickly as possible so that you can market to your list at a later time.

This is what the funnel looks like for this Facebook advertising campaign:

Facebook Ads - Lead Capture Funnel

Landing Page

The first page of the funnel is called a lead, opt-in or capture page. Its sole purpose is to get a lead.  Its job is not to sell your product, service or membership site.

All you need it to do is entice your visitors to give you their e-mail address.


With today’s software tools like Clickfunnels, Leadpages or Optimizepress, you can create stunning landing pages like the one above in about 15 minutes.

Thank You Page and Tripwire

The Thank You page follows in the sequence in this funnel and typically contains what we call a Tripwire, Bump or Self-Liquidating Offer.

This is a low-cost irresistible offer (usually $7-$20) that extends the benefits of what your visitor opted-in for in the first place.  Enough people will take this offer such that it will cover your ad spend.

Imagine that, free Facebook ads.

The Importance of an Autoresponder

When your visitors type in their e-mail address, they will begin receiving a series of automated e-mails through your autoresponder.

You use software like Aweber or Getresponse to collect e-mails and create your e-mail sequences.

The beauty of an autoresponder is that you only enter the e-mail sequence once and then EVERY visitor who gives you an e-mail receives the same series.

Upsells and Downsells

If a person purchases your Tripwire offer, then you have the option to take them to an Upsell page.

The psychology behind an upsell is that your visitor is:

  1. Already in a buying mode
  2. Might be willing to spend a little more money if he / she can extend the benefits of the Tripwire they just purchased.

For example, your Tripwire offer might have been one piece of a system (lead generation), while your main product could be the whole enchilada, traffic, lead generation and conversions.

If your visitor passes on your first upsell, then you might have a downsell page.  This is priced in between your Tripwire and Upsell offer and again provides for more features than the Tripwire product.

(P.S. If you are interested in learning how to create great funnels, landing pages and copywriting, be sure to sign up for our free Copywriting webinar.  No CC required.)

Webinar Funnel

The next type of funnel where you can send someone from a Facebook ad is called a webinar funnel. The goal of this funnel is to have your visitors register and attend either a live or automated webinar.

Here’s the bottom line.  Webinars sell, period.

The funnel looks like this:

Facebook Ads - Webinar Funnel


Registration Page

The Registration Page is where someone chooses the date and / or time of the webinar.

This will send your visitors to a Thank You page, where you can begin delivering some training or even take a survey.  Typically, there is no Tripwire or Upsell in this funnel since the webinar will take care of the selling.

But, you can always experiment.

Autoresponder – Pre- and Post-Webinar E-Mails

The purpose of the first e-mail sequence is to motivate people to show up to the webinar.  There is very little “selling” going on. Thus, the e-mails are geared toward spelling out the amazing benefits of coming to the webinar.

The other difference with a webinar funnel is that you also have a post-webinar e-mail sequence.  Here you segment your list and send different e-mails based on the actions your visitors took:

  1. Those who registered but did not attend the webinar
  2. Those who attended the webinar but did not stay for the offer
  3. Those who stayed for the offer but did not purchase
  4. Those who went to the offer page but did not purchase

As you can see, this gives you the ability to be highly targeted in your communication based on your visitors’ actions thus leading to more conversions.

Live Webinar / Automated Webinar

Once someone shows up to the webinar, the magic begins. Webinars are dynamic, interactive, fun, engaging and educational.  You have a somewhat captive audience.

And webinars are extremely effective in promoting your offer.

Your webinar does not even need to be live.  In my business, for example, I use Everwebinar to host what is called an evergreen webinar.  This webinar runs on autopilot, gives people a chance to attend on their own schedule and automatically promotes my offer.

You can check out the registration page here.  Different niche.  Same results.  Automatic selling.

At the end of the webinar, you would have some type of offer going to a sales page.  If someone purchased the product, there would typically not be any upsells afterward.

Digital Products

The third funnel where you can send your Facebook ads traffic is geared for the sale of digital products.

A digital product can be an e-book, video course, audio course or membership site.  One of the beauties of digital products is that you have zero inventory or delivery costs.  Thus the margins on these products are 100% once you create them.

In addition, your customers can receive and begin consuming your product immediately after purchase.

Oh, and by the way, if you use an exchange like Clickbank, you won’t have to create your own products.

Clickbank is an affiliate marketer’s dream giving you a choice of 100s of high converting products that you can promote and earn commissions from.

This is an example of a funnel for an e-book.

Facebook Ads - Digital Product Funnel

Landing Page

Landing pages come in all shapes and sizes.  This one here only shows what is above the fold (what you can see on the first screen of your browser).

Facebook Ads - E-Book LP

But already you can see the differences with the lead funnel capture page.

The e-book landing page must have much more information if someone is going to go through the trouble of giving you their credit card information.

This page offers a free + shipping physical book (with an e-book component if you want to start reading right away).

This model is extremely effective since the barrier to entry is pretty low (usually shipping is $6.99) and you immediately have a customer (not a lead).  Anyone who spends even $1 with you is much more valuable than those who simply give you their e-mail address.

The commitment level is much higher for buyers than for leads.

This particular landing page includes features, charts and graphs inside of the book, testimonials, Amazon reviews, the works.  The goal is to convince someone to get the book right from this page.

Upsells and Downsells

Once someone has committed to paying for shipping, they have become a buyer and are thus more willing to purchase from you.

For this reason, this funnel incorporates one or two upsells ($47 and $197 products).  Each of these extend the value and benefits of the e-book (perhaps one is a video course and the second is a coaching program).

If your visitor does not take the $197 product, there may be a downsell to a $97 product.

Again, a certain percentage of book buyers will want a better version of what they just purchased.  Think of purchasing a basic car then wanting to add leather seats, a premium paint job and decked out wheels.

This is the psychology behind upsells and downsells and a certain percentage will accept your offer.

Autoresponder Sequence

Your autoresponder series basically directs your leads to whereever they are in the funnel.

If they did not purchase your first upsell, they will get e-mails related to that.  If they didn’t purchase the second upsell or the downsell offer then they will get e-mails setting out the benefits of those products and so on up the chain.

Your e-mail sequence may also include an offer to attend your live / automated webinar.  If someone clicks on your link, they now become part of two separate funnels.

Want This Blog Post in Video Format?

FREE Facebook Ads Bootcamp

Free 8-Part Video Series on Creating High-Converting FB Ad Campaigns

Click here to access the [FB ADS BOOTCAMP]

Consulting / Coaching

The consulting and coaching funnel from a Facebook Ad is also a great business model.  The goal of this funnel is to acquire new coaching or consulting clients.

This is typically a high ticket item ($2,500, $5,000 and even $10,000), which involves live coaching, perhaps at a physical site.  This is the fast lane to success since people are basically paying a premium to receive what took you years to develop.

Thus, it is best to send warm leads to this funnel.  Later on we’ll talk about building custom audiences, which are essentially people who already know your brand and business.

This is the funnel for consulting / coaching

Facebook Ads - Coaching Funnel

As you can see, this funnel looks very different from what we have seen before.  It’s basically one landing page and a series of survey pages.

The landing page has enough information to begin pre-qualifying people.

Facebook Ads - Coaching Funnel

Application Based Funnel = Exclusive Access

This is called an application-based funnel.

Your prospect must first complete a series of questions and then submit an application or submit to a phone consultation before he / she can be accepted.

The questions gauge whether your prospects are the right fit for this coaching program (and whether they are able to pay the premium pricing).

The application based model is also effective because it has an exclusive quality to it.  People have to prove to you that they want in.

The further someone progresses in your survey, the more serious they are and the higher the chances they will buy.

E-Commerce Funnel

The goal of the e-commerce funnel is to sell some type of physical product, whether clothing, jewelry or any multitude of products.

E-Commerce is hot, hot, hot and for good reason.  With a program like Shopify, an e-commerce store is fairly easy to setup and run, even from within Facebook.

Also, there is no inventory to keep.  You are basically a middle man (or woman) between the product and the end-consumer.

The funnel looks like this:

Facebook Ads - E-Commerce Funnel


As you can see, there is the Facebook ad, which leads directly to a product page of some kind where someone can purchase the advertised item.

This funnel may also have some upsells or cross-sells depending on the item.  For example, when you buy a necklace you will get a bracelet for 25% off.

Facebook Ads - E-Commerce Landing Page

Nowadays, Shopify stores can also incorporate a blog and even landing pages.  This means you can execute any of the 6 types of funnels from your e-commerce site.

If you are interested in the next generation of e-commerce training (with no drop shipping), check out this FREE 4-Part video training series from one of the biggest e-commerce gurus of our time Shubham Singh.

Blog Post / Content Funnel

The blog post or content funnel is what the folks at Digital Marketer recommend.  The goal of this funnel is to have your visitors consume your content and ascend into some type of paid product.

This funnel provides up front value to your prospect and does not require your visitors to give you their e-mail, contact info, CC # or anything else to get your information.

The funnel has these components:

Facebook Ads - Blog Post or Content Funnel

If this funnel looks familiar it’s because it is the exact same funnel as the Lead Funnel above, but with one important addition.  The Facebook ad points directly to a blog post or a piece of content and not to a landing page.

Typically, you want the blog post or piece of content to be substantive and meaty.

This article on the 6 Types of Funnels for Your Facebook Campaigns is but one example (it’s over 2,500 words long).  But you can also direct people to a free course or membership site.

The only requirement is that you not ask for anything in return.

This is called the Content First approach.

Content First

Providing your prospects with value and content FIRST, before asking for anything else, is an incredible strategy for a variety of reasons:

  1. If the article is good, you can build trust, authority and goodwill with your visitors.
  2. The law of reciprocity kicks in. When a person receives something, they feel an internal obligation to give you something back in return.
  3. You can use the power of the pixel to retarget your visitors (more on that below).

Within the article, there will be a series of links or banners, which can lead to any of the other types of funnels:  lead, webinar, digital product, e-commerce or coaching / consulting.

This makes your content a valuable lead generation strategy.

Pixels and Custom Audiences

I noted earlier that with a blog post or content funnel you can also track the people who visit your blog post or content with something called a pixel.

A pixel is a marketer’s best friend. Facebook provides you with a pixel (piece of code) that you can place on your website.  This pixel registers every person who visits any page on your website.

You can then build a custom audience of specific visitors to specific pages.

For your next Facebook ad campaign you can then select this custom audience as your target and begin running different ads to any one of the previous 5 funnels.

The difference now is that this audience consists of warm leads.  These are folks who have:

  1. Expressed an interest in your content
  2. Expressed an interest in a specific topic
  3. Expressed an interest in your brand

Typically, custom audiences lower your cost-per-click because Facebook doesn’t have to guess to whom they are going to show your ad.  In addition, warm leads make for higher conversions.

For example, if a prospect was interested in a blog post about Facebook advertising, you could then market a webinar or workshop that sold a high ticket e-course or better yet, a high ticket coaching or consulting program.

This is the power of pixels, custom audiences and the blog post / content funnel.


So there you are, you can run Facebook Ads to any one of these 6 types of funnels.  Part of the beauty of funnels is the way they automate the selling process for you.  All you have to do is feed the beast, which is the front of the funnel.

After that, your autoresponder series, automated webinar, tripwires, upsells and downsells take over and do the hard lifting for you.

When you combine these funnels together, such as a blog post funnel that links out to any of the others, the leverage is powerful.

Good luck to you as you try your hand at the wonderful world of Facebook Ads.

Want This Blog Post in Video Format?

FREE Facebook Ads Bootcamp

Free 8-Part Video Series on Creating High-Converting FB Ad Campaigns

Click here to access the [FB ADS BOOTCAMP]