Running ads isn’t marketing. Running ads that convert is.
Anyone can hit “boost post.” But if you want to use paid advertising as a growth lever (not a money pit), you need two things: a sharp strategy and a strong sense of why you’re running the ad in the first place.
This blog breaks down the two types of ads that matter, how to structure them, and how to test without going broke.
| Type | Purpose | Key Metric | Use When |
|---|---|---|---|
| Performance Ads | Drive conversions (sales, leads) | CPA, ROAS, conversions | You want money in the bank |
| Awareness Ads | Build visibility, familiarity, trust | Reach, views, engagement | You want to prime your audience before asking for anything |
👀 Think of awareness ads as “warm-up sets” and performance ads as the “main lift.”
Most brands fail by skipping the warm-up or doing only one kind.
Here’s how smart brands layer paid advertising:
TOFU (Top of Funnel) – Awareness ads
“Most people don’t know how X affects their Y…”
MOFU (Middle of Funnel) – Consideration
“Here’s what 872 customers say about using our product for 30 days.”
BOFU (Bottom of Funnel) – Performance ads
“Only 3 jars left at ₹499 — restock your ritual.”
📣 Funnels Aren’t Always Linear
Depending on your audience, TOFU isn’t always first. Gen Z might convert on their first impression. And on platforms like Instagram or TikTok, discovery and purchase can happen in the same swipe. So adapt your funnel logic to how your audience behaves—not just textbook models.
| Platform | Strength | Weakness |
| Meta (Instagram/Facebook) | Visual storytelling + robust targeting | Can get expensive fast if not optimized |
| Google Search | Intent-rich traffic | Can be competitive on keywords |
| YouTube | Deep storytelling, long watch time | Requires creative muscle |
| Great for B2B or high-ticket offers | Higher CPC, smaller volume | |
| Display/Programmatic | Great for retargeting | Low CTR, ad blindness risk |
🧠 Tip: Go where your audience scrolls with intent. Not just where the CPM looks cheap.
Use layered targeting based on:
Demographics tell you who they are. Psychographics tell you why they buy. Smart ad targeting blends both—age, location, AND what they value, fear, and desire.
“You’re not just targeting women 25–35 in Delhi—you’re targeting ambitious professionals who care about wellness, aesthetics, and social proof.”
Start narrow. Scale wide. Don’t test with ₹50K audience if your ad only converts in ₹5K niches.
An ad isn’t a poster. It’s a prompt to act.
🧠 Before publishing any ad, ask:
Formula:
“Struggling with [pain]? Here’s how [product] helps you [benefit] — fast. Get it by [X date].”
Running ads is like investing in the stock market: doing it without a strategy is how you lose fast.
Know what kind of ad you’re running.
Know where your audience is.
Know how to speak to them.
Then test, learn, and optimize.
One last thing: while paid ads are performance-driven, don’t forget the silent compounding effect of performance branding. Every touchpoint—your tone, your product page, your customer support—either raises or lowers the effectiveness of your next ad. Paid campaigns extract results. Branding makes them easier to achieve over time.
