From an eCommerce perspective, the customer journey is a three-phase process (awareness, consideration, purchase) that eventually turns your potential leads into customers.   Customer journey-based advertising can be an effective stream of lead generation as advertising strategies adapt to the customer journey. This can be achieved by changing the way you think as a performance marketer. This includes your advertising strategies and serving the right ad to the right customer journey based on your customer segmentation. For example, keywords that are related to case studies, coupons, blogs could be part of the awareness phase but compelling discounts would be in the decision phase.   Furthermore, you could plan your ad account structure, creating campaigns for each phase and personalising ad formats, campaign budget, or bids for your ads. It’s time to focus on customer needs through journey-based marketing if you would like to get more advertising ROI as it improves the customer experience towards your brand at each phase.   Additionally, it also allows performance marketers to better optimise ads in order to improve the performance of the campaigns. Similarly, according to the research done by McKinsey, they found that brands that focus on end-to-end customer experience receive an enhancement of customer satisfaction, improve sales and retention of the businesses which helps in reduction of end-to-end service cost with the customers.