This thesis presents a Transformational sales funnel with states for use in advertising campaigns. Potential customers, due to the need for a particular product or service, often use the Internet to gather enough information before making a purchase. At the same time, advertisers use the Internet to passively reach and attract potential customers through ads. While gathering information, potential customers enter search queries into web search engines that can lead them from ads to an online store or a specific website. To better understand the stage a potential customer is in, based on the type of search query, a model of the Transformational sales funnel with states has been developed. Unlike previous sales funnel models, the Transformational sales funnel emphasizes the state of awareness of a potential customer and a change in that state of awareness. The advertiser’s goal is to convert the potential customer into an actual customer. To achieve this, it is necessary to recognize the stage the potential customer is currently in. During paid advertising, the advertiser must determine what price is acceptable for a specific ad based on the available budget. Furthermore, The Transformational sales funnel is also a suitable tool for determining which keywords are more profitable compared to others. For gathering advertising results in the research, Google tools were used. At the beginning of the advertising process, an initial list of keywords was created, and their importance was assigned based on the stages of the sales funnel. After the first advertising period and using an algorithm for refining the marketing strategy the data that was obtained served as a starting point for the next advertising period. The research showed that the combination of the Transformational sales funnel and the algorithm represents a successful method for optimizing advertising campaigns.