the only funnel framework you need

The speaker opens by dismissing the idea that any one funnel type — PDP, advertorial, or quiz — is categorically better than another. Instead, they argue that the right funnel depends entirely on the context, particularly the ad creative driving traffic to it.

Using a ratio framework, the speaker explains that in a cold traffic scenario, the ad creative might do only about 20% of the selling work, leaving the remaining 80% to the landing page or funnel. Because the funnel carries so much of the persuasion burden in this case, it typically needs to compensate with either more funnel steps or stronger direct response, 'unaware audience' style copy and structure. A simple PDP alone would not be sufficient to close a cold prospect.

In contrast, for retargeting campaigns, the ratio is essentially flipped. The audience is already familiar with the brand or product, so the ad itself can do 80% of the selling — often just by presenting a compelling offer. The funnel in this case only needs to handle the final 20%, essentially just collecting payment. The speaker notes that retargeting campaigns naturally produce some of the lowest CPAs for this reason. The core takeaway is that funnel selection is not about which format wins universally, but about matching the funnel's depth and persuasion load to the audience's level of awareness.