As a Google-centric agency, you’re likely well-versed in lower funnel tactics like pay-per-click (PPC) ads, Google Business Profiles, and Local Services Ads (LSAs). These are excellent tools for capturing leads and driving conversions. However, when it comes to building a full-funnel strategy, the upper funnel is just as crucial—and that’s where MarketStorm can help. 

What Are Upper Funnel and Lower Funnel Tactics? 

Think of your marketing funnel as a journey your customers take: 

• Upper Funnel: This is where you attract potential customers who might not know about your business yet. Tactics like programmatic advertising, social media campaigns, and display ads are designed to generate awareness and interest. MarketStorm specializes in upper funnel tactics that put your clients’ brands in front of the right audience at the right time. 
• Lower Funnel: This is where customers who already know about your clients’ businesses are encouraged to take action, like making a purchase or scheduling a service. This is your area of expertise, leveraging tools like Google Ads, SEO, and Business Profiles. 

Why You Need Both 

The question we’re often asked is, “Which is better: upper funnel or lower funnel?” The answer is simple: you need both, and they need to work together. Here’s why: 

• Upper Funnel Feeds the Lower Funnel: Without a strong upper funnel, there’s no pipeline of potential customers to convert in the lower funnel. Think of the upper funnel as the engine that drives awareness and interest, sending traffic to the lower funnel. 
• Lower Funnel Captures Leads: Once people are aware of your clients’ brands, lower funnel tactics ensure they take the next step, whether it’s clicking a call-to-action, visiting a website, or scheduling a consultation. 

Together, these tactics create a seamless customer journey, maximizing ROI for your clients. 

How MarketStorm Enhances Your Success 

At MarketStorm, we’re experts in upper funnel strategies that complement and amplify the lower funnel tactics you’re already managing. By leveraging our programmatic advertising tools and custom algorithms, we can: 

• Drive high-quality traffic to your clients’ websites. 
• Build brand awareness and interest among the right audiences. 
• Ensure a steady flow of potential customers to fuel the lower funnel. 

Finding the Right Balance 

Budget allocation is another area where we’re often asked for advice. A typical starting point is a 70/30 split: 70% for upper funnel tactics and 30% for lower funnel. Here’s why this works: 

• Less Than 70% Upper Funnel: If your upper funnel isn’t strong enough, it won’t generate sufficient traffic for the lower funnel to convert. 
• More Than 70% Upper Funnel: If you over-invest in the upper funnel, the lower funnel may struggle to handle the volume, leading to missed opportunities. 

The right balance ensures your clients get a steady flow of traffic and conversions without overwhelming or underutilizing their resources. 

The MarketStorm White Label Advantage 

Our white-label solution allows you to offer upper funnel tactics under your own brand, seamlessly integrating them with the services you already provide. This means: 

• You can expand your offerings without additional overhead. 
• Your clients get a full-funnel strategy that drives better results. 
• You maintain control of the client relationship while leveraging MarketStorm’s expertise. 

When you partner with MarketStorm, you’re not just adding a service—you’re creating a winning formula for your agency and your clients. Let us help you unlock the full potential of a balanced marketing funnel.