A marketing funnel example is really just three things: what a stranger sees first, what happens in the middle, and what makes them convert. Below are twelve real structures across different industries, described stage by stage so you can copy the shape and swap in your own offer.
1. Coaching: the readiness-score quiz
Ad, then a short quiz about the visitor's current situation and goals, then a scored result page ("You're 62% ready to scale"), then email capture to unlock the full breakdown, then a booked call. Works because the score feels earned, not generic.
2. Local service (dental, legal, home services): the estimate funnel
Search ad, then a short quiz about the visitor's specific problem, then an instant personalized estimate range, then phone number capture to confirm the exact price, then a booked consultation. The estimate is the hook; the exact number is the reason they hand over their number.
3. Real estate: the home valuation funnel
Facebook or Google ad, then an address plus a few property questions, then an instant estimated value, then contact info to unlock the full report or schedule a walkthrough. One of the oldest quiz-funnel patterns in real estate, and still one of the highest-converting.
4. SaaS: the which-plan-fits-you quiz
Blog post or ad, then a short quiz about team size, use case, and budget, then a plan recommendation, then a trial signup pre-filled with their answers. Removes the pricing-page paralysis that kills a lot of SaaS trials before they start.
5. Ecommerce: the product match quiz
Social ad for a broad category (skincare, supplements, mattresses), then a quiz about skin type, goals, or sleep habits, then a personalized product recommendation, then add to cart with a discount tied to completing the quiz. Higher intent than a generic shop-now click because the visitor already picked their own product.
6. Agencies: the audit funnel
LinkedIn or cold outreach, then a free audit request (SEO score, ad account health, website speed), then a quiz or form collecting the URL and a few context questions, then an automated or semi-automated report, then a sales call to walk through the findings. The audit itself is the lead magnet, no ebook required.
7. Webinar or course: the qualification funnel
Ad for a free training, then a short quiz filtering for the right audience (experience level, biggest obstacle), then webinar registration personalized based on their answers, then a replay plus an offer for the paid program. The quiz doubles as segmentation for the follow-up emails.
8. Personal injury law: the case value funnel
Search ad, then a quiz about the accident (type, injuries, fault, timeline), then an instant, non-binding case strength indicator, then a phone number request to speak with an attorney about the specific case, then an intake call. Filters out non-cases before they ever reach a paralegal's inbox.
9. Fitness and health coaching: the what's-holding-you-back quiz
Instagram ad, then a quiz diagnosing the visitor's specific obstacle (time, knowledge, motivation, injury), then a personalized starting plan, then email capture to send the full plan, then an upsell to paid coaching. The diagnosis feels like insight, not a sales pitch.
10. B2B services: the is-this-a-fit funnel
LinkedIn ad, then a short qualifying quiz (company size, current tools, biggest bottleneck), then a routed result, either book a call for qualified leads or a resource page for everyone else. Keeps unqualified leads off the sales team's calendar without a rude "you don't qualify" message.
11. Financial services: the calculator funnel
Ad, then an interactive calculator (retirement readiness, mortgage affordability, insurance needs), then a personalized number, then contact info to get the full plan or speak with an advisor. The calculator is the entire value proposition of the top of the funnel.
12. Events: the which-session-is-right-for-you funnel
Ad for a conference or event, then a quiz matching the visitor to the right track or ticket tier, then a personalized agenda recommendation, then a ticket purchase. Turns a generic buy-tickets page into something that feels curated.
What all twelve have in common
Every one of these swaps a static page for something interactive in the middle of the funnel, and every one gives the visitor something personal, a score, an estimate, a recommendation, before asking for contact information. That order matters more than the specific industry: value first, ask second.