Efficiently Scale ROAS with a Full Funnel Creative Strategy

To better motivate customers and guide them through the buying journey, I built a full-funnel UGC strategy designed to inspire discovery, build trust, and re-engage high-intent shoppers. The goal was to meet customers with the right message at the right moment — using authentic creator content to drive performance.

The brand needed to improve performance by moving up the funnel while diversifying creative vs utilizing one assets for various stages. Shoppers required more inspiration early in the journey and more trust during consideration, while high-intent users needed clearer, more efficient paths to conversion. The challenge was building a cohesive funnel experience that balanced authenticity, efficiency, and scale.

I do not treat UGC as a single creative tactic — I treat it as a way to guide customers through decision-making.

At the top of the funnel, my focus is inspiration and education. Platform-native UGC helps potential customers imagine a use case they hadn’t considered before, driving efficient discovery and warming new audiences without feeling like an ad.

In the mid funnel, I prioritize trust. Authentic creator content builds credibility faster than polished brand creative, increasing engagement and moving users from interest to intent — a critical lever for improving downstream performance.

At the bottom of the funnel, the goal is efficiency. I re-engage high-intent users using familiar elements from UGC paired with dynamic product ads, reducing friction and making conversion feel natural rather than forced.

By aligning UGC to each stage of the funnel, I created a cohesive, platform-native customer journey that delivered measurable improvements:

Improved conversion efficiency through stage-appropriate creative

Higher mid-funnel engagement, leading to stronger lower-funnel performance

Increased ROAS due to higher CTRs by pairing trusted creative with high-intent targeting

More efficient retargeting driven by creative familiarity and message continuity

UGC performs best when intentionally mapped to funnel stage

Trust built in the mid funnel compounds lower-funnel efficiency

Creative continuity improves both performance and scalability

Native, authentic content consistently outperformed over-produced creative in upper and mid funnel stages