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Chapter 15 of LiftKit

Full Funnel Marketing Strategy

Maximise every media dollar with a conversion-focused paid strategy built around CAC control and funnel intent.

What You’ll Learn

  • How to map your media spend by funnel stage and CAC target

  • The benchmark CPA/ROAS for TOF, MOF, and BOF campaigns

  • How to calculate, allocate, and scale your paid media budget strategically

  • ChatGPT prompts to troubleshoot, validate, and rescale spend

Create a CAC-aware Media Allocation System

Your funnel and creative systems are now in place. But without a budget layer, even great campaigns can underperform.

This chapter introduces a CAC-aware media allocation system. You’ll use ChatGPT to model, test, and adjust your media spend across platforms—anchored to margin, funnel stage, and performance thresholds.

Step 1: Lock in Your Financial Control Points

Use your funnel model (Chapter 5) to define your CAC guardrails:

Example values

  • Avg Product Price: $150

  • Gross Margin: 70%

  • Breakeven CAC: $45

  • CAC Ceiling: $60

  • CLTV: $240

  • Target ROAS: 3.0

  • Monthly Budget: $3,000

These values act as your decision filter across all channels.

Step 2: Funnel Stage × CAC Mapping

Each funnel stage carries a different cost tolerance and role:

  • TOF (Top of Funnel): Awareness, Clicks → $10–$20 CAC target

  • MOF (Middle): Education, Warm Leads → $30–$50 CAC

  • BOF (Bottom): Conversions → $60–$80 CAC

Align platform spend accordingly. Top-heavy budgets on low-intent platforms drain ROAS unless CAC is managed.

Step 3: Allocate Your Budget by Channel

Example: $3,000/month test budget

  • Meta (FB/IG): Full funnel – 45%

  • TikTok: TOF + MOF – 25%

  • Google Search: BOF – 20%

  • LinkedIn: MOF or B2B retargeting – 10%

📌 Shift %s based on:

  • CAC effectiveness by channel

  • Funnel gaps (e.g. weak MOF nurture)

  • Retargeting pool size

Step 4: Weekly Performance Tracking

Build a weekly habit of tracking:

  • CPA vs CAC ceiling

  • ROAS vs breakeven

  • TOF CTR/CPV vs MOF Watch Time vs BOF conversion

Platforms like Meta and TikTok require constant creative refreshes to maintain efficiency.

📝 Prompt: Budget Validator

You are a paid media strategist. Based on my…

🔒 To see the full Budget Validator prompt (it’s 113 words long): Unlock the LiftKit System →

📝 Prompt: Channel Optimiser

You are an ad performance troubleshooter…

🔒 To see the full Channel Optimiser prompt (it’s 53 words long): Unlock the LiftKit System →

📝 Prompt: Rescale Advisor

You are a paid media scaling strategist...

🔒 To see the full Rescale Advisor prompt (it’s 51 words long): Unlock the LiftKit System →

Where This Fits in the System

This chapter builds on:

Want the Full System?

This is just one of 26 LiftKit chapters.
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A full funnel marketing strategy isn't about spending more—it’s about aligning every paid media dollar to where it performs best. Whether you're launching top of funnel Facebook ads, optimising your ROAS, or splitting your Facebook campaign budget by stage, the key is targeting the right audience at the right time. This chapter helps you master paid media coordination using AI tools and CAC benchmarks to ensure long-term profitability.