MOFU Gap

What AdGradr checks

This is a strategic flag, separate from the broader Funnel Coverage check. AdGradr looks at one specific question: does your account have meaningful mid-funnel (MOFU) keyword coverage?

MOFU keywords target people who are actively evaluating options: “best project management software,” “HubSpot vs Salesforce,” “top rated HVAC companies near me.” These are comparison, review, and evaluation queries.

AdGradr passes accounts where MOFU keywords represent 10% or more of spend. For accounts below that threshold, the severity depends on total account spend. Smaller accounts receive a lighter flag since concentrating on bottom-funnel is a reasonable strategy at lower budgets. Larger accounts with minimal MOFU coverage receive a more significant finding.

Why this matters

Your campaigns reach people already looking to buy. That is the right starting point. But bottom-funnel demand is finite. Every competitor bids on those same keywords, and the pool does not grow on its own.

Expanding into mid-funnel is how you grow the addressable pool. MOFU queries reach people one step before the purchase decision. They are comparing, evaluating, reading reviews. If you show up during that research phase, you influence the shortlist before the buyer ever types a bottom-funnel query.

Accounts that skip MOFU compete for a fixed number of ready-to-buy searches. Accounts that include MOFU create demand that flows into their own brand and bottom-funnel campaigns later.

What good looks like

• 10-25% of keyword spend allocated to mid-funnel terms.
• Dedicated MOFU campaigns or ad groups with copy tailored to the evaluation mindset. Ads that say “Get a free quote” do not resonate with someone searching “best [category] software comparison.”
• Landing pages built for comparison. Feature comparison tables, “why switch” pages, case studies showing results vs. alternatives.
• Retargeting audiences built from MOFU traffic that feed back into BOFU campaigns.

Common mistakes

1. Treating MOFU keywords like BOFU. Sending “vs” and “alternative to” traffic to a generic pricing page. The visitor is comparing, not buying. Give them comparison content.
2. Measuring MOFU on last-click conversions only. Mid-funnel keywords rarely convert on the first visit. If you judge them by last-click CPA alone, they will always look like underperformers.
3. Adding a few MOFU keywords to an existing BOFU campaign. These keywords need their own ad copy, their own landing pages, and their own conversion expectations. Mixing them into a BOFU campaign dilutes both.

How to fix it

1. Identify your MOFU opportunity. Search for “[your category] vs,” “[your category] alternatives,” “best [your category],” and “[your category] reviews.” These are your target queries.
2. Build a dedicated MOFU campaign. Separate budget, separate ad groups, separate landing pages. Set CPA targets 30-50% higher than BOFU to give these keywords room to perform.
3. Create comparison landing pages. Honest, useful comparison content converts better than sales pages for evaluation-stage traffic.
4. Connect MOFU to retargeting. Every MOFU visitor who does not convert should enter a remarketing audience that serves BOFU ads over the following 30-60 days.

When to ignore this check

• Accounts under $3K/month receive only a soft note. If your budget is limited, concentrating on BOFU is the right call. Expand into MOFU when you have budget headroom.
• Emergency or seasonal campaigns where you are running short bursts to capture immediate demand. MOFU is a growth play, not a quick-win tactic.
• Industries with no meaningful comparison search volume. Some niche B2B categories have so few mid-funnel queries that the investment would not move the needle.

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