Home coffee enthusiasts.
People interested in making a better cup at home, with a practical problem the product can help solve.
The book by Zach Crowley
The Margarita
Funnel.
A modern advertising framework
for signal-led growth.
Connect audience, content and campaign structure through native engagement signals. A practical framework for marketing leaders, teams and business stakeholders.
A new perspective on paid media / Edition 01
Drag to rotate · or choose a view
Preliminary cover artwork. Final edition may vary.
Pre-order — expected release 31 October 2026
Good thinking is worth sharing.
Choose a copy for yourself, or a bundle for your team.
A better starting point
A campaign objective
is only the start.
“Run a Sales campaign” leaves a lot of important questions unanswered.
Who are you trying to reach? What will make them pay attention? And what can their behaviour tell you before they ever land on your website?
The Margarita Funnel brings those decisions together. It starts with a defined audience, then connects the content they see with the native signals they create and the structure of your advertising.
The aim: more deliberate campaign decisions, better signals and a clearer path towards return on investment.
Read what happens before the click
Attention has a shape.
Learn to read it.
Native behaviour gives you something to work with while the audience is still on the platform.
A defined audience
CONTENTAttention
NATIVE SIGNALSEngagement
Your next advertising decision
Awareness · Siphon · Engagement · Conversion
- 01
Start with someone specific.
Define the audience and the context that makes your message relevant. Give your content a clear job.
- 02
Make engagement meaningful.
A completed video can tell a different story from an impression alone. Consider the behaviour alongside the content that prompted it.
- 03
Connect the signal to a decision.
Use what you observe to inform content, audience development and campaign structure, rather than treating each campaign as an isolated tactic.
Earlier signals. Commercial accountability.
Engagement suggests interest; it does not prove purchase intent. Website conversions, sales and ROI still matter when judging whether the strategy is working.
An illustrative campaign
From “show an ad”
to “what comes next?”
Imagine a brand selling a home coffee product. Instead of expecting a cold audience to buy immediately, the team gives each piece of content a reason to exist.
FIELD NOTES / 01Illustrative example · not a book excerpt
Show something useful.
A short video explains a common brewing mistake and demonstrates a more useful approach.
Notice who stays.
Review video completion in context. Watching through may indicate that the topic held attention.
Build on that interest.
Test a follow-up product demonstration for an eligible engaged audience. Evaluate downstream sales alongside the earlier signals.
The question changes from “Did they buy straight away?” to “What have we learned, and what should we test next?”
Bring everyone into the conversation
One framework.
A shared language.
For the people planning the work, doing the work and asking whether it is working.
Explore team pricingMarketing leaders & managers
Connect audience, creative and campaign structure when setting direction or reviewing an agency’s recommendations.
Business owners & stakeholders
Understand the thinking behind the campaign, beyond the objective selected in an advertising account.
Paid media practitioners
Use a consistent way to discuss signals, plan content and explain why the next test deserves attention.
Meet the author
Zach Crowley.
Creative thinking.
Commercial purpose.
Zach founded ZCMarketing to bring honest strategy, creative thinking and technical marketing together. His work connects what businesses do online with what they want to achieve.
The Margarita Funnel gives that conversation a focused lens: how audience, content and native engagement signals can inform a more deliberate advertising strategy.
More about ZachBefore your next chapter
A few useful
answers.
When will the book be released?
Pre-order — expected release 31 October 2026. This is an expected release date, not a delivery guarantee. The book is still being finalised.
Is this only for people running Meta ads?
Meta is a useful context for the framework, including native behaviours such as video completion. The wider focus is the relationship between audience, content, signals and advertising decisions. Available signals and campaign options vary by platform.
Does this replace conversion tracking?
No. Native engagement signals provide earlier context. Website conversions, sales and ROI remain important outcome measures; engagement alone is not evidence of commercial success.
Who is the book written for?
Marketing leaders, team managers, business owners and stakeholders who want to understand the strategy behind paid advertising, as well as practitioners delivering the campaigns.
How do quantity discounts work?
Every copy is the same physical book. Buy one at A$100, two to four at A$80 each, or five or more at A$50 each. The unit price applies to every copy in your cart and updates automatically when you change quantity. No digital edition or additional materials are included.
Can I complete an order here yet?
Yes. Choose your copies and continue to checkout. Your total, delivery charge and payment options are shown before you place your order.
Your next move starts here
Better questions.
Better advertising decisions.
Pre-order — expected release 31 October 2026
Choose your quantity1 book · A$100.00Pre-order — expected release 31 October 2026
Your cart
Book subtotal: A$0.00
Pre-order — expected release 31 October 2026
Delivery estimated at checkout.
Your cart is empty. Choose your quantity above.