Glossary · StrategyTOFU
BOFU (Bottom of Funnel)
The short answer
BOFU (Bottom of Funnel) is the decision stage, where people are ready to buy, book or hire and are choosing where to do it.
BOFU marketing captures that intent efficiently and removes the last reasons to hesitate.
Channels and tactics that fit
- High-intent search — service, product and "near me" queries
- Shopping and marketplace ads
- Retargeting of cart abandoners and high-intent visitors
- Landing pages matched to offers
- WhatsApp and call follow-up
- Pricing, guarantees and clear calls to action
KPIs that suit BOFU
- CAC against break-even
- ROAS against target
- Conversion rate
- Lead-to-sale rate
- Speed to lead
In practice
A common BOFU gap in Indian accounts is speed: the enquiry arrives, and nobody responds for hours. For lead-generation businesses, an automatic WhatsApp reply within a minute and a human call within ten minutes often improves BOFU conversion more than any bidding change.
BOFU content examples
- Pricing pages — clear costs and plans
- Comparison pages — you vs alternatives
- Demos and consultations — direct next steps
- Case studies — anonymised proof, with permission
- Offers and guarantees — reasons to act now
BOFU in practice
Bottom-of-funnel content includes pricing pages, comparison pages, demos, free trials and retargeting ads with offers — aimed at people ready to decide.
BOFU tactics
- Retargeting with offers and proof
- Brand and high-intent search campaigns
- Case studies and comparisons
- Fast, clear conversion paths
Common BOFU mistakes
- Retargeting with no frequency control
- Sending warm audiences to generic homepages
- Ignoring objections like delivery, returns or pricing
Frequently asked questions
Why not spend everything on BOFU?
BOFU captures existing demand. Without TOFU and MOFU, the pool of ready buyers shrinks and BOFU costs rise.
Is brand search BOFU?
Usually yes — people searching your name are close to a decision.
What metrics suit BOFU?
CAC, CPA, conversion rate and ROAS against break-even.
How does BOFU relate to TOFU and MOFU?
Should all budget go to BOFU?
No — bottom-funnel audiences are limited; they need upper-funnel activity to keep growing.
What content works at the bottom of the funnel?
Pricing, comparisons, case studies, demos, trials and offers.
How do you measure BOFU campaigns?
By conversion rate, CPA and incremental sales.
Related terms
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