Most creators run YouTube ads with one ad, one audience, and one goal: "get views." Then they wonder why CPA is garbage.

Here's the structure that actually works — TOF / MOF / BOF, applied specifically to YouTube ad creative (not just retargeting lists):

TOF (Top of Funnel) — In-Stream Skippable, broad interest/topic targeting

Goal is pure hook retention, not conversion. First 5 seconds has to interrupt a pattern (bold claim, visual contrast, or a question your audience is already asking). You're paying for attention here, not clicks. Budget: 50-60% of spend.

MOF (Middle of Funnel) — In-Feed + Discovery, retargeting video viewers

This is where you introduce proof — case studies, testimonials, results screenshots. People who watched 25%+ of your TOF ad land here. Creative should answer "why should I trust this specific person/offer." Budget: 25-30%.

BOF (Bottom of Funnel) — Short, direct-response In-Stream, retargeting site visitors / channel viewers

Straight offer, straight CTA, urgency if applicable. No storytelling needed — they already know you. This is the ad that should have your best CPA. Budget: 15-20%.

The mistake: Running all budget through one "good enough" ad at one temperature. You end up with an ad that's too salesy for cold traffic and too vague for warm traffic — mediocre performance across the board.

Split your targeting by funnel stage, match creative to the stage, and track CPA per stage separately. You'll almost always find your BOF stage converts at a fraction of the cost of a single-ad approach.

If you want the full campaign blueprint (targeting stack, ad structure templates, and 5 real case studies with ROAS numbers), it's all inside AdForge Academy.