The Ideal Funnel for Acquiring Stockists Through Meta Ads

In my last article re Meta Ads, I shared my thoughts on whether Meta ads are a viable pathway for stockist acquisition. Today, I want to take that conversation one step further: what does an ideal funnel actually look like for a hair or beauty brand that wants to use Meta ads to grow their wholesale network?

Because here’s the truth: running ads without a funnel is just throwing money at Meta and hoping for the best. Wholesale acquisition is not an impulse buy—it’s a relationship build. Which means your funnel needs to nurture, educate, and qualify leads every step of the way.

Step 1: Awareness (Cold Traffic)

Your ad creative at the top of funnel should speak to the problems your ideal stockist is facing, not just the features of your products. For example:

• “Looking for a retail range that boosts client retention?”

• “Sick of suppliers who don’t support your salon team?”The goal here isn’t to get them to sign up on the spot—it’s to spark interest and position your brand as a solution.

  
  

Step 2: Consideration (Lead Magnet)

Instead of sending cold leads directly to a wholesale enquiry form, drive them to a piece of value-driven content. Examples include:

• A downloadable guide: “The 5 Things Salons Should Ask Before Taking on a New Brand.”

• A short video series showcasing salon success stories.

• An exclusive webinar about retailing in today’s market.This step filters in genuinely curious prospects and builds authority.

  
  

Step 3: Lead Capture & Qualification

At this stage, your funnel needs to collect the right details—name, business name, size, and treatment focus. Instead of a generic form, frame it as an application or invitation to work with your brand. This subtle positioning shift can significantly increase perceived value while screening out time-wasters.

Step 4: Nurture Sequence

Not every stockist is ready to sign after their first click. That’s why a structured nurture sequence (emails, retargeting ads, and even personal follow-up from your team) is critical. This is where you share:

• Case studies of successful clinics/salons carrying your range.

• Behind-the-scenes support you provide to partners.

• Limited-time wholesale offers or onboarding perks.
  

Step 5: Conversion

Now comes the invitation to take the next step—usually a wholesale account application, call booking, or introductory order. This should feel like a natural progression, not a hard sell. At this point, your sales team can step in to coach, consult, and close the deal.

Step 6: Advocacy (Often Forgotten)

The funnel doesn’t end at conversion. New stockists need to feel like partners, not transactions. Post-onboarding, use ads and email to spotlight their success stories. Advocacy loops back into awareness—because when prospective stockists see their peers thriving with your brand, it becomes the strongest ad you could ever run.

Meta ads can absolutely play a role in stockist acquisition—but only if you treat them as one piece of a structured funnel. Think of ads as the spark, not the sale. The real conversion happens in the careful steps you build between awareness and advocacy.