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TL;DR

If you’re doing +$20M in revenue and want to expand your upper funnel reach, don’t just rely on conversion campaigns.

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The Explanation

Most DTC brands are obsessed with conversion campaigns, and for good reason. But if you're looking to break through plateaus, there's a counterintuitive approach that's driving serious results:

Properly structured upper funnel reach campaigns.

The argument here is similar to why you should test the 7DC + 1DV attribution setting.

How To Set It Up

• Create reach-optimized campaigns with extremely thorough exclusions (180-day engagers, website visitors, past purchasers)
• IMPORTANT: Don't use the same post ID as your conversion campaigns — this can hurt your conversion ads
• Consider narrowing your age targeting to your core demographic (if you know your best customers are 35-55, focus there)

What We've Seen Across Ad Accounts

Most of Hype10’s brands spend 3-5% of their Meta budget on reach now. We leverage top ads that represent the brand well (educational or elevated — make for a favorable first impression).

When properly structured, these reach campaigns act as a catalyst for your entire funnel. They introduce your brand to genuinely new audiences at a much lower cost than conversion-optimized campaigns.

The secret sauce is in the measurement. If you have an incrementality testing partner or MMM solution in place, you'll likely see these campaigns driving significant indirect conversion lift that might not show up in Meta's reporting.

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Ideally you have an MMM or incrementality testing platform to validate the efficacy of this. If not work with Meta to structure a conversion lift study to validate efficacy.

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One interesting detail we've noticed:

These reach campaigns seem to "refresh" Meta's algorithm for your account, helping overcome ad fatigue and impression ratio issues that plague many scaled accounts.