Purpose
To provide a structured framework for mapping campaigns across funnel stages, personas, and messaging pillars.
This ensures paid campaigns are persona-driven, funnel-balanced, and ROI-focused.
Scope
- Applies to all paid campaigns across Google, Meta, LinkedIn, YouTube, TikTok, and display.
- Used by Performance Marketers, Paid Ads Specialists, and Creative Teams.
- Feeds into Doc 3 (Creative & Copy Guidelines) and Doc 4 (Campaign Setup & Launch Workflow).
Objectives
- Align campaigns with ICP personas and funnel stage needs.
- Define ad formats, messaging angles, and CTAs per funnel stage.
- Standardize campaign planning to reduce wasted spend and increase consistency.
Campaign Planning Matrix
| Funnel Stage | Target Persona | Messaging Pillar (EPIC 1 – Doc 3) | Campaign Type | Ad Format | CTA | Example (B2B SaaS) | Example (B2C Service) |
| TOFU (Awareness) | CTO, Product Manager | Outcome-Driven | Brand Awareness | LinkedIn Sponsored Content, YouTube Video Ads | “Learn More” | Video ad: “Why 70% SaaS churn starts at onboarding” | Instagram Reel: “Why local cleaners aren’t safe – 3 facts” |
| MOFU (Consideration) | CTO, Customer Success Lead | Trust & Credibility | Retargeting Campaign | LinkedIn Carousel, Facebook Carousel Ads | “See How It Works” | Carousel: “Cut churn by 30% – Client stories” | Carousel: “5 Reasons Families Choose Verified Cleaners” |
| MOFU (Consideration) | Product Manager | Ease & Experience | Engagement / Demo Education | LinkedIn InMail, Google Display | “Get the Guide” | Whitepaper ad: “Scaling SaaS Adoption in 2025” | Download guide: “Eco-Cleaning Hacks for Busy Homes” |
| BOFU (Conversion) | CTO (Decision-Maker) | Cost/Value Advantage | Lead Generation | Google Search Ads, LinkedIn Lead Forms | “Book a Demo” | Search Ad: “Best SaaS Onboarding Tool Pricing” | Google Local Ad: “Book a Verified Cleaning Today” |
| BOFU (Conversion) | Busy Working Mom | Trust & Safety | Conversion / Offer | Facebook Lead Ads, WhatsApp CTA Ads | “Book Now” | Case study ad: “See how SaaS X cut churn by 30%” | Lead Ad: “20% Off First Cleaning – Verified Staff” |
Step-by-Step Application
- Choose Funnel Stage: TOFU, MOFU, BOFU.
- Select Persona: Based on ICP (decision-maker, influencer, user).
- Map Messaging Pillar: Outcome-driven, trust, ease, cost/value.
- Assign Campaign Type: Awareness, Engagement, Retargeting, Conversion.
- Pick Ad Format: Search, display, video, carousel, lead gen.
- Define CTA: Funnel-appropriate (Learn → Engage → Convert).
- Validate Examples: Cross-check with industry and persona fit.
Governance
- Persona Coverage: At least 1 campaign per active persona each quarter.
- Funnel Balance: Each quarter must include TOFU + MOFU + BOFU coverage.
- Creative Alignment: All creatives must tie to the mapped messaging pillar.
- Quarterly Review: Refresh matrix per ICP updates or new product launches.