Full-Funnel Paid Advertising Plan · TOFU → MOFU → BOFU → Loyalty
Create visibility + capture leads
Nurture, build trust, demonstrate value
Free install → Pro upgrade
Retain free users, upgrade to paid plans, earn reviews
| Platform | TOFU | MOFU | BOFU | Loyalty |
|---|---|---|---|---|
| Facebook / Instagram | ● | ● | ● | ● |
| Google Search | — | ● | ● | — |
| Google Display | ● | ● | ● | — |
| YouTube | ● | ● | — | — |
| ● | ● | ● | — | |
| ★ | ★ | ○ | — | |
| AdRoll | ○ | ★ | ★ | ● |
| — | ● | ● | ● |
Pain: Tools expensive, external dashboards
Hook: "Email marketing inside WordPress — free"
Pain: Costs scale, needs purchase targeting
Hook: "All features included, fraction of the cost"
Pain: Can't afford $100+/mo, wants simple tool
Hook: "Start free, upgrade only when you grow"
Pain: Needs scalable, team-ready solution
Hook: "Client marketing at scale"
Pain: Rising costs, vendor lock-in
Hook: "1-click import, save 70%+"
Pain: Needs drip emails for students/members
Hook: "Automate onboarding & member emails"
Pain: Wants SMTP flexibility + analytics
Hook: "All-in-one with your own SMTP"
Pain: Email eats donation budget
Hook: "Free plan for nonprofits — save your budget for impact"
Mission: Create brand awareness + capture emails/installs from cold audiences
No hard selling. Lead with value, capture on the way out.
| Channel | Format | → Landing | Why This Page |
|---|---|---|---|
| Facebook / Instagram | Video, Carousel | → Cost Calculator or Free Guide | Social audiences respond to interactive tools; email gate captures leads from scroll-heavy users |
| YouTube | Pre-roll (15-30s) | → Dedicated video landing page with clear free install CTA | Video viewers prefer continued video experience; seamless format match = higher engagement |
| Google Display | Contextual banners | → Savings Calculator page — "See how much you save vs Mailchimp" | Banner clickers need instant value; interactive calculator gives immediate personal result |
| Sponsored post | → Free Guide (playbook) | Professionals expect in-depth content; free playbook download captures email and shows expertise | |
| Promoted post | → Comparison page — "weMail vs Mailchimp vs Mailpoet" side-by-side | Reddit hates ads; honest comparison content feels community-worthy, not promotional |
Mission: Nurture warm audiences, build trust, demonstrate value
| Channel | Format | → Landing | Why This Page |
|---|---|---|---|
| FB/IG Retargeting | Testimonials, Carousel | → Localized Pricing Page or Comparison | They already know us; need proof + full picture in one scroll. Social proof-heavy page matches testimonial ad. |
| Google Search | Text ads | → Comparison or Niche page | Search = active research. They're comparing — give them comparison data immediately. Match search intent. |
| Google Display Retarget | Banners | → Localized Pricing Page | Passive browsing context; Localized Pricing Page gives everything on one URL — no navigation needed from banner clicker. |
| YouTube Retarget | Retargeting video ad (30-60s product walkthrough) | → Localized Pricing Page or Interactive Demo | After watching a demo, they want to explore deeper. Localized Pricing Page or hands-on Demo continues the experience. |
| LinkedIn Retarget | Sponsored | → Agency use case page | LinkedIn = professionals/agencies. Industry-specific page shows relevant ROI, not generic features. |
| Conversation ads | → Comparison page | Reddit users research heavily. Transparent comparison page = honest approach they respect. | |
| AdRoll | Retargeting banners across websites | → Localized Pricing Page or Interactive Demo | Cross-web retarget = multiple touchpoints already seen. Ready for comprehensive evaluation or hands-on try. |
| Follow-up email series | → Localized Pricing Page or Interactive Demo | Email subscribers are your warmest leads. Show them everything or let them try it hands-on. |
A live, interactive environment where visitors explore weMail Pro features hands-on — no install, no signup, no credit card.
Mission: Drive free plugin installs and convert free users to Starter / Professional / Business plans
| Channel | Format | → Landing | Why This Page |
|---|---|---|---|
| FB/IG Retargeting | Limited-time offer ads (carousel + single image) | → Localized Pricing Page (with limited-time offer) | They've seen us multiple times — urgency + full-picture page pushes final decision. |
| Google (Brand) | "wemail pricing" | → Pricing Page or Localized Pricing Page | Brand searcher = almost decided. Direct pricing page = shortest path to conversion. |
| Google (Competitor) | "mailchimp pricing" | → Pricing Comparison | They're price-shopping competitors. Show side-by-side savings — intercept the decision moment. |
| AdRoll | Cross-web offers | → Localized Pricing Page with discount code | Multi-touchpoint retarget. Discount code on Localized Pricing Page = final nudge after extended consideration. |
| Reddit Retarget | Retargeting ads (shown to past visitors) | → Localized Pricing Page | Reddit pixel = revisiting users. Localized Pricing Page puts everything together for final evaluation. |
| Automated emails (based on user actions) | → Pricing page with exclusive email-only discount code | Warmest leads. Direct pricing + exclusive email discount = highest conversion path. |
| Stage | Role |
|---|---|
| MOFU | Retarget visitors with demos/comparisons |
| BOFU | Retarget pricing/checkout with offers |
| Loyalty | Re-engage inactive users |
| Stage | Style | Example |
|---|---|---|
| TOFU | Promoted post | "I tested 10 WP email plugins — here's what I learned" |
| MOFU | Conversation ad | Appears in "best email plugin?" threads |
| BOFU | Pixel retarget | Offer ad to pricing visitors |
Facebook, Google Display
Reddit, Google Display
LinkedIn, Facebook
Google Search, AdRoll
Google, Reddit
YouTube, AdRoll, Email
Google, Facebook
For paid ad traffic only. Combines features + pricing + proof in one scroll.