Facebook Ads 101 #2: Middle-Funnel Campaigns

May 17, 2018

3 Minute Read

In our last Facebook Ads 101 series, we took a look at the high-funnel campaign strategies. Today, we will be looking at strategies for middle-funnel campaigns.

The most important thing to remember about middle-funnel events is to use the Facebook algorithm to its fullest potential. These are a good way to get people to interact with your ads and continue them down your conversion funnel.

Our focus this week will be on the Consideration column in the campaign selection. Let’s take a look at each option in this category.


Traffic is the first option in the middle-funnel event category. The campaign type is great for bringing people to your site or app. One of the issues that I have found with traffic campaigns is that they automatically default to have the “ad delivery” as link clicks. Whenever using link clicks as your ad delivery, please remember that you are targeting the people who like to click on everything. They like every post, comment, share, ad and anything else that has a button to click.


Engagement is the second option for the middle-funnel events. This campaign is great to get people to interact with your Facebook page which can include comments, shares, likes, event responses and offer claims. A great way to use Engagement ads is to see what type of content your audience is interacting with.

App Installs

The next option for the middle-funnel events is App Installs. App Installs encourages people to perform valuable actions in your app, purchase your app or install your app.  One really good thing about App Installs is they link directly to the App Store, Google Play and Kindle Fire store, so it is easy for people to download your app immediately.

Video Views

Video Views are the fourth option in our middle-funnel events. In January 2016 there was an internal audit done at Facebook, which revealed that over 100 million hours of video are watched daily by its users. The Facebook auto-play and captions features are great for ensuring your video is seen in the most optimal circumstances.

Lead Generation

Lead Generation ads are the next option, and if you need to generate leads, this is a great campaign to run. You are able to customize your lead form, and people do not need to leave the Facebook platform to give you their information. One of the best things about these forms is that they can be set to auto-fill any information that Facebook has on the user already. This cuts down on the user having to fill things out manually and gets them back to using the platform more quickly. You can sync CRMs directly to Facebook, and allow your sales team to take immediate action.


The last option for our middle-funnel events, Messages is very new. This objective is optimized for replies: the algorithm will try to find the people most likely to communicate with your business. There are two types of ad types: Click to Messenger Ads and Sponsored Messages. Click to Messenger Ads are designed to start a communication between the user and your business. Sponsored Messages are designed to help you restart a conversation, and hopefully help the user continue down the conversion funnel.

There are positives and negatives to all of the campaign types listed above. In each campaign type, there are a lot of options and inside of all those options, there are even more choices. With all of those choices and options, building a Facebook funnel can be very confusing. If you have any questions or need someone to talk with, please contact our team—we’re confident we’ll be able to help.

Please be on the lookout for the next article in this series, where we will discuss the next section of the Facebook funnel consideration.

James Willingham - Paid Media Account Manager

James Willingham

James describes his job at BFO as ‘a dream career,’ and we describe him as a ‘dream employee.’ Firstly, James is a foster parent, who has used his skills in digital marketing to promote foster parenting. Family and inter-personal relationships are paramount, and he incorporates his talent and caring persona in building successful SEM strategies for regional and national accounts and his expertise in paid social advertising on Facebook.