At Code3, we’ve seen firsthand how layering education, social proof, and timely offers can turn awareness into loyal customers, especially in the health and wellness space, where credibility drives every click.
Let’s break down how a thoughtful funnel works, why it matters, and what your brand can do to start seeing results beyond ROAS.
Why Conversion-Only Campaigns Fall Flat
Running only conversion ads is like proposing on the first date: skipping the whole part where they actually get to know you.
Now more than ever, health consumers are cautious. They want to understand what’s in your product, how it works, and whether it’s safe or recommended by real people. If all they see is a “Buy Now” button, you’re skipping the parts of the story that actually convert them in the long run.
Without upper- and mid-funnel content, your ads end up fighting for a fraction of a fraction of an audience: the small group already ready to purchase. That limits your reach, drives up your CPMs, and leaves real growth potential untapped.
Top of Funnel: Lead with Education
At the top of the funnel (TOF), your goal isn’t to sell, it’s to teach. This is where your brand builds credibility by educating audiences about the issue your product solves.
Think of brands that use approachable, educational content to explain symptoms, address common misconceptions, or simplify complex topics like ingredients and efficacy. These ads don’t push products, they build understanding.
This approach helps in two ways:
- It positions the brand as a trusted expert. Health products need authority, and education builds it.
- It filters in a qualified audience. You’re engaging people who genuinely need your solution, not just those scrolling past.
Think explainer videos, FAQs, or bite-sized “Did you know?” content. The key is to make people stop and learn, not scroll and forget.
Mid-Funnel: Build Trust with Social Proof
Once your audience knows what the problem is and that you can solve it, they need to believe you’re the right brand to do it. That’s where mid-funnel content shines.
Here, real stories drive real connection:
- Testimonials from customers who saw results.
- Influencer-style UGC that feels authentic, not overly polished.
- Side-by-side “before and after” imagery and narratives.
This stage is where your brand earns the emotional trust needed to convert later. According to Kantar research, upper-funnel brand-building ads were 1.6× more efficient at driving long-term brand metrics compared to lower-funnel tactics, proving that storytelling and trust-building are essential parts of performance.
Bottom of Funnel: Create Urgency and Reward Action
Finally, once someone has learned about your product and seen proof it works, that’s when conversion ads belong. But even here, you need to stand out with a smart hook.
Bundle promos, limited-time offers, or exclusive codes turn curiosity into commitment. And don’t underestimate retargeting: your bottom-funnel audience has already shown interest, so make it easy for them to act.
For health brands, a well-timed “first order” discount or subscription incentive can nudge even skeptical users across the finish line.
Why This Matters for Brands
Health and wellness are personal purchases. The audience isn’t just buying a product, they’re buying into a solution they hope will make them feel better, stronger, or more confident. That takes trust and repetition.
By running a full-funnel strategy, you’re not wasting money on “just awareness.” You’re priming your audience, shortening their decision journey, and building a base of customers who come back because they understand, and more importantly, believe in what you do.
The most successful brands in this space aren’t selling; they’re educating, connecting, and then converting. Health and wellness spending continues to grow, but consumers are more skeptical than ever. With increased regulation, misinformation, and choice overload, brands that teach first will win trust, and more critically: long-term market share.
If your current paid social plan is all bottom-of-funnel, you’re leaving growth (and revenue) on the table. Shift your mindset from “driving conversions” to “building relationships.”
Start with education. Nurture with social proof. Close with confidence.
In the health category, trust isn’t a soft metric: it’s the conversion driver. Build it with intention, and performance will follow.