Granular Google Ads Campaign Funnel: How to Structure Campaigns for Every Stage of the Buyer Journey

If you're only running one type of Google Ads campaign and expecting consistent conversions—you're leaving money on the table.

At YRV Dynamics, we often find that underperforming ad accounts are simply not aligned to the buyer’s full decision journey. That’s where a granular campaign funnel strategy comes in.

Whether you’re targeting brand-new prospects or ready-to-convert shoppers, your campaign structure needs to be built with intentionality.

Let’s break it down 👇

🔶 Stage 1: Build Awareness

Objective: Branding for future salesCampaign Types:

1. YouTube Reach

2. Display (CPM + Clicks bidding)

3. Demand Gen (Clicks bidding)

At the top of the funnel, you’re not selling—you’re showing up. Use broad-reach campaigns like YouTube Reach or Display CPM to introduce your brand and spark curiosity.

🎯 Pro tip: Optimize for impressions or clicks here, not conversions. Think long-term awareness.

🔺 Stage 2: Create Demand

Objective: Engage specific target groupsCampaign Types:

1. Demand Gen (Conversion bidding)

2. App Install campaigns

3. YouTube Views

4. PMax with Display + Video focus

This is your “hook” phase. You’ve made a first impression—now it’s time to make users care. Campaigns here should offer value (like a guide, feature highlight, or video storytelling) and push users toward showing some kind of intent.

💡 Combine Demand Gen Conversion campaigns with YouTube Views for a multi-touch funnel strategy.

🔵 Stage 3: Capture Demand

Objective: Drive users to act across channelsCampaign Types:

1. App Engagement

2. Display + DG Remarketing

3. PMax (Search with Max Clicks)

Now you’re re-engaging warm traffic—those who have clicked, watched, or browsed. Remarketing kicks in heavy here.

🔥 If you're not running PMax with search and max clicks here, you’re likely missing high-intent traffic that’s on the edge of converting.

🟣 Stage 4: Convert

Objective: Close the saleCampaign Types:

1. PMax Feed-only

2. Shopping

3. Search

Here’s where you hit the bullseye. By now, the user knows who you are and what you offer. They're actively searching—and your job is to be front and center with the right product or offer.

🛒 Campaigns like PMax Feed-only or Shopping help you win the final click and convert intent into revenue.

🎯 Support, CPA, and Strategic Takeaways

The funnel isn't just about structure—it's also about cost efficiency. As you move down the funnel:

1. CPA increases at the top (awareness is more expensive with fewer conversions)

2. But ROI grows toward the bottom (intent is higher and conversion rates spike)

This is why supporting top-funnel with mid-funnel and bottom-funnel campaigns is essential. One campaign type alone can’t do it all.

✅ Final Thoughts

Google Ads success isn’t about throwing spaghetti at the wall. It’s about architecting a journey.

At YRV Dynamics, we design full-funnel Google Ads ecosystems that align with every stage of the buyer’s intent—turning impressions into conversions, and clicks into customers.

Want to learn more about YRV Dynamics? Book a call with us today!

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