The Slide Funnel: How we scaled brands past 6 figures per month in Google Ads

We just added another brand to our $200k/month club.

While breaking down their setup, I spotted a pattern that we’ve seen in every high-performing account.

It’s probably the most important concept I think any brand can understand about Google Ads, yet so few seem to:

The best funnel feels like a slide.

Here’s what I mean by that:

People interact with your brand because of intent.

On Search or Shopping, that intent is direct.

Behind every query is someone looking for either 1) a product or 2) a solution to their problem.

On YouTube, that intent is more passive

They're there to be entertained or educated.

Either way, your job is to match that intent and build on it.

Put simply:

Turn intent into desire with your ads. Then convert that desire into action on your landing page.

Now, I know it sounds simple and somewhat generic. But this runs much deeper than it sounds.

There are a lot of different applications of this principle, which I’m going to drill into here.

But basically…

The biggest reason most sales funnels fail is that they stop moving the buyers forward and start holding them back.

Take this scenario:

You’re running a YouTube ad targeting cold traffic.

The video talks about how collagen can help your skin look younger.

The audience has never heard of your brand.

They might not know what collagen is and what it can do.

What they do know is they want healthier, more radiant skin.

Let’s say your ads do a great job of getting the click.

You’ve sparked enough curiosity and got your audience interested in your products.

Where do you send them next to keep that momentum?

If you drop visitors directly onto a product page, chances are you’ll lose a good chunk of those visitors.

Why?

Because their minds still fill with unanswered questions:

What is collagen exactly? Is this brand credible? Will this actually work? Is it safe? Is it worth the price?

Some people will still buy, sure.

But many won’t.

Because the landing page didn’t answer what they needed to know. It didn’t keep the conversation going.

In other words, momentum died on the landing page.

Again:

This is probably the single most common mistake we’ve seen in so many accounts.

They write Search ads headlines that don’t mirror what people search for.

They reuse the same copy across cold and warm traffic, even though the intent is completely different.

They direct people who search “best pillows for neck pain” to a generic “shop all pillows” page.

They confuse relevance with precision.

In our collagen example, a product page might seem relevant.

But it's not the best option to convert cold traffic.

And just because you can show something doesn’t mean you should.

Remember, every step in your funnel needs to propel buyers forward.

The moment you stop doing that, you create friction. And that’s when buyers slip away.

You must always be in the habit of looking at your funnel and asking:

Does this help the user buy faster? Or does it stall their momentum?

Stacks anything that builds momentum.

Eliminate everything that kills it.

Jackson

Founder and CEO of Echelonn

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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