Keep your full-funnel ecommerce budget working beyond existing demand with Google and Meta customer exclusions and protected prospecting spend before Q4.

A full-funnel ecommerce setup is easy to put on a media plan and hard to keep in an ad account. Google and Meta each hand you one automated campaign type that claims to cover every stage, and each will spend most of your budget at the bottom of the funnel, because that is where conversions are cheapest.

Which means the work is not adding a campaign per stage. It is deciding what you exclude from the automated campaigns and what you fund upstream on purpose, because the bidder will not go up there on its own.

Black Friday is November 27. If you want this to affect it, you should start this now.

Performance Max and Meta’s Advantage+ campaigns are both sold as covering the whole funnel. In a narrow sense that is fair. They serve across surfaces and reach people at different stages.

But both are bidding toward a conversion target, and a conversion from someone who has visited your site three times costs a fraction of a conversion from someone who has never heard of you. Give any bidder a single efficiency target and no other instruction, and it will buy the cheap conversions first. That is not a malfunction. It is the system doing what it is supposed to do.

Those bottom-funnel conversions are real and of course you should be buying them. That’s not the problem.

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