Funnel Coverage
What AdGradr checks
Section titled “What AdGradr checks”AdGradr classifies every keyword in your account into one of three funnel stages using signal words in the query text:
- BOFU (Bottom of Funnel): buy, price, cost, near me, hire, quote, book, schedule, get, order, pricing, rates, free estimate, consultation.
- MOFU (Middle of Funnel): alternative, vs, compare, comparison, options, review, reviews, best, top, which, differences, pros and cons.
- TOFU (Top of Funnel): what is, how does, how to, guide, tips, benefits, examples, meaning, definition, learn, tutorial.
Keywords that do not match any signal words are classified based on their campaign context and ad group structure.
AdGradr flags accounts that are 100% BOFU, with higher severity for larger accounts (over $3K/month) where the lack of funnel diversity limits growth. Accounts with some MOFU coverage but below 10% of spend also receive a flag at higher budgets. Smaller accounts get a lighter finding since concentrating on bottom-funnel is sound strategy when budget is limited.
Why this matters
Section titled “Why this matters”An all-BOFU account only reaches people who have already decided to buy. That works at small budgets because bottom-funnel demand is finite. Once you spend past $3K/month, you start exhausting that demand pool, CPAs rise, and growth stalls.
Mid-funnel keywords reach people actively comparing options. Top-funnel keywords build awareness before the buying cycle begins. Accounts that cover all three stages create their own demand instead of competing for a fixed pool of ready-to-buy searches.
What good looks like
Section titled “What good looks like”For accounts spending over $3K/month:
- BOFU: 50-70% of keyword spend. This is still the primary conversion driver.
- MOFU: 15-30% of keyword spend. Comparison and evaluation queries capture people choosing between you and competitors.
- TOFU: 5-15% of keyword spend. Informational queries build brand familiarity early in the buying cycle.
For accounts under $3K/month, 100% BOFU is acceptable. Limited budgets should prioritize the highest-intent keywords first.
Common mistakes
Section titled “Common mistakes”- All BOFU at scale. The account hits a ceiling. You cannot buy more bottom-funnel clicks than exist. Increasing bids just inflates CPA.
- TOFU without a nurture path. Running informational keywords with no retargeting or email capture wastes the top-funnel investment. Those visitors leave and never come back.
- Misclassifying MOFU as BOFU. Keywords like “best CRM software” look high-intent, but the searcher is still comparing. The landing page and offer need to match that evaluation mindset, not push for an immediate sale.
How to fix it
Section titled “How to fix it”- If flagged for 100% BOFU: Identify 5-10 comparison keywords relevant to your product. Create a dedicated MOFU campaign with ad copy that speaks to the evaluation stage (“See how we compare,” “Why teams switch to”).
- If flagged for low MOFU: Expand your keyword list with “vs,” “alternative to,” “best [category],” and “review” queries. Give these their own ad groups with tailored landing pages.
- Build the retargeting bridge. MOFU and TOFU traffic should feed remarketing audiences. Without that connection, upper-funnel spend has no path to conversion.
When to ignore this check
Section titled “When to ignore this check”- Accounts under $3K/month with a soft flag can safely ignore this. Focusing limited budget on BOFU is sound strategy.
- Local service businesses (plumbers, dentists, locksmiths) where the buying cycle is minutes, not weeks. BOFU dominance is the correct approach.
- Seasonal campaigns during peak buying periods where you intentionally shift budget to bottom-funnel to capture surge demand.
Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.