How We Scale Local Businesses with Full-Funnel Paid Media Strategies

April 24, 2025

Introduction:

Most local businesses think Facebook or Google Ads alone will get them leads. But without a clear full-funnel strategy, they’re just throwing money at clicks without results.

At SaturdaySEO, we specialize in scaling service-based and local businesses using full-funnel paid media strategies that turn cold traffic into loyal customers. In this post, we’ll walk you through what that looks like — and how you can apply it to your business starting today.

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What is a Full-Funnel Paid Media Strategy?

A full-funnel strategy maps your customer journey from awareness to conversion — and aligns ads, content, and offers at every step.

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Funnels usually break down into 3 stages:

Each stage targets a different intent — and smart campaigns align copy, creatives, and CTAs accordingly.

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How We Build & Optimize Funnels That Scale

Here’s the framework we use for our local clients (think: gyms, dentists, roofing companies, med spas): THE STEPS

Nail the Offer;

Your offer is everything. “Free quote” is boring.
Try:

Dentist: “Free teeth whitening with your first cleaning”
HVAC: “$49 AC tune-up – this week only”
Gym: “Get your first month free – no commitment”

We test 3–5 offers with Meta Ads or Google Responsive Ads in the first 2 weeks.

TOFU Campaigns (Cold Traffic);

Platforms: Facebook Ads, Instagram Reels, YouTube Ads
Goal: Grab attention + educate
Content:
- Short video ads
- Local testimonials
- “Did you know?” carousel posts
Targeting: Broad + interest + lookalikes

Example: Contensify - TOFU Content Ideas for Local Ads

MOFU Campaigns (Warm leads)

Platforms: Facebook retargeting, Google Display Network, Instagram Stories
Goal: Build trust & drive consideration
Content:
- Explainer videos
- Review & comparison content
- “What to expect” style posts
Audience: Website visitors, video viewers, social engagers

We often run lead form campaigns or click-to-site at this stage.

BOFU campaigns (Hot Buyers)

Platforms: Google Search, Meta Retargeting, SMS/Email

Goal: Drive the conversion

Content:

Urgency + discount + testimonials
Call-only ads for service businesses
Retarget abandoned leads

Example:
Google Search Ad for a med spa:

"Botox in Austin | New Client Offer – $50 Off | Limited Time Only"

Optimize & Scale

We monitor:

Cost per lead (CPL)
Click-through rate (CTR)
Lead-to-sale conversion

Then we:

Scale winning audiences
Duplicate winning creatives
Cut wasted spend

Tools we use:

Meta Ads Manager
Google Ads Editor
HighLevel or Zapier for automation
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Final Thoughts

Scaling with paid media isn’t about spending more. It’s about building a funnel that meets people where they are — and guiding them toward action with the right message, at the right time.