Dennis Yu

The 3 campaign system for your Facebook funnel, how it operates

Don’t know how to organize your ads into proper campaigns or find yourself boosting posts sporadically with uneven results?

Or wanting to generate leads and sales, but not getting conversions on Facebook?

You need to implement the 3 campaign system, layered into Awareness, Engagement, and Conversion.

Word of mouth, whether on Facebook or in the real world, is much like the courtship process. Prospective customers hear about you from your existing customers, they learn about your business over time in little tidbits, and eventually buy, when the time is right.

To use the dating analogy, you move from first encounter to first date to first kiss, until you have your conversion event, your wedding day.

Just like in marketing automation or the AIDA funnel (or take your pick among other engagement models), you need to move your customers down progressively increasing levels of relationships.

And you can do this nurturing automatically if you set up these 3 campaigns in exactly the method we outline. Each campaign feeds one another so that they’re tied together.


The chicken and egg of Facebook marketing is that if you don’t have a loyal fan base of existing customers, there is no word of mouth to amplify. You need social proof to let prospective customers see what your existing customers are doing.

It’s not about “buying” fans, since we’re talking about real customers who love you, but might not be on Facebook yet. So let them know by importing your email list or phone list into Facebook as a custom audience, asking them to become a fan.

You run a page like a sponsored story with a custom audience, a page like a regular ad targeting the custom audience, and a page like a regular ad targeting people who you think are likely to be fans. If you’re pro, run a page post ad with media workplace targets.


This is where you’re putting in the bulk of your efforts. The longer your sales cycle (such as in B2B or high-dollar transactions), the more content you need to load here. Your primary goal is to make sure the audience you built in the first campaign is seeing your messages in their newsfeed.

Facebook says that fans see only 16% of page status updates, though the number is often much lower, due to increased competition. So you do have to pay to get proper reach.

You’ll use a combination of onion targeting to get your audience size correct.

You run a page post ad, choosing the most recent post checkbox, and targeting your fans. Duplicate this ad, removing the fan targeting and selecting other combinations or literal, lateral, and competitive targets.

Duplicate this ad again and select just your custom audience or multiple custom audiences. If you’re pro, you’ll run page post-like stories to amplify to friends of users who are engaging with the page– “Alex commented on this post”. If you have a fan base over 10,000, then you can create variants of the above with FOF (friend of fan) filters, so you have an even tighter audience, too.


Now that you have the first two campaigns running in concert- to drive initial awareness of your business and get ongoing engagement.

It’s taboo to sell-sell-sell on Facebook, so we’re going to use a number of dark posts. You can get away with one promotional message out of every 4 posts, so long as your other 3 are engaging/interesting.

But we recommend dark posts here, since you may have different things to say to different segments of your audience base. You wouldn’t want to natively post 20 different things to Facebook, which would inundate fans with content not relevant to them. Rather, you’d set up dark posts (also called unpublished posts) to designate exactly who needs to see what post. But, you have to pay for it.

For your dark posts, run primarily page post link ads. Choose an interesting image. Include an offer or discount if you can. If your brand doesn’t support this, then you can send them to a guide or other meatier piece of content that requires registration.

For agencies and those interested in lead gen, you’d push your various landing pages, which can be within a Facebook tab or not.

These dark posts hit your fans and custom audiences, so you’re not hitting people not already interested in what you offer.

You should test combinations of newsfeed only as well as RHS (Right Hand Side) to see what converts better. If your site is not mobile-friendly, do a desktop newsfeed only.

You run 3 dark posts to your fan base. Duplicate these ads to your custom audiences. Set website remarketing with different offers/messages. Change out your dark post content every couple of weeks, playing “winner stays on”, whatever is converting best or is your latest special. You can determine this by following the Metrics-Analysis-Action (MAA) framework.

There you have it, the 3 campaign layered strategy that will drive your users from awareness to interactions to conversions. Users move automatically through the campaign levels because their friend is a fan, they became a fan, they engaged with you, or they have given you an email/cookie.

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco


Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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