Why Top Of Funnel Isn't A Scam (You're Just Doing It Wrong)

How to know when your brand has hit the performance ceiling, why most top of funnel campaigns fail (and what to do instead), and how to measure brand investment in a way your CFO will actually buy. Nathan, Ibra, and Gabby break down the reach formula that signals when you need to go top of funnel, how to structure a geolift to prove brand impact, why your brand team should disagree with your best performance creatives, and what the highest-leverage nine-figure brand teams do outside the ad account. $5m+ p/yr brands get a free audit here: https://bsd.bluesensedigital.com.au/f... 00:00 The brand vs. performance false binary 02:21 Why top of funnel gets killed: the measurement gap 05:21 Geolift case study: 60% new customer growth in one state 07:18 Sequential KPIs: what to measure when revenue is 60–90 days away 08:23 The reach formula that tells you when to invest in brand 10:14 Top of funnel on Facebook: the simple options first 12:27 Why awareness campaigns waste budget on Facebook Marketplace 15:39 The creative side: what content actually works top of funnel 16:41 Where brand strategy starts (and what not to outsource) 21:48 Why your brand team should never like your performance creatives 26:15 How a nine-figure brand plans growth outside the ad account 30:27 When brands handicap their own performance with bad content 33:31 The healthy operating rhythm: quarterly forecast, monthly creative 36:58 Using trends to anticipate demand before everyone else ⸻ Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪   / @bluesensedigital   ⸻ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. ⸻ If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram: / bluesensedigital LinkedIn: / blue-sense-digital #googleads #facebookads #digitalmarketing #ecommercetips #shopify