By Meaghan Brophy, Senior Director, Sales

When businesses think about building awareness, search advertising isn’t usually the first thing that comes to mind.

Video? Of course. OOH? Definitely. But search? Isn’t that more about the bottom of the funnel — converting high-intent shoppers?

At Walmart Connect Canada, we think it’s time to reframe that thinking.

Awareness Starts Where Shoppers Start

Top-of-funnel strategies are designed to drive reach, spark discovery, and build brand recognition. These aren’t just customers ready to buy, they’re shoppers browsing, exploring, and considering their options. And in today’s retail environment, that process often begins in the search bar.

Over 10 million Canadians visit Walmart.ca weekly. Many of them come with something specific in mind, but many more are in browsing mode - searching broad terms like “snacks,” “sunscreen,” or “baby essentials.” These moments are golden opportunities. Because at Walmart, the search bar isn’t just a place to find — it’s a place to discover.

63% of surveyed Walmart customers said they have purchased products that were recommended through Sponsored Products ads.¹

Sponsored Search lets brands show up right where consideration begins. That makes it not just a performance tool, but a powerful awareness lever too.

Why Sponsored Search Works at the Top of the Funnel

1. High Visibility, Precision Targeting

Your brand shows up where customers are actively looking, with relevance and context. You’re not interrupting their experience — you’re enhancing it.

2. Discovery Mode Is Real

Many Walmart customers are in “I-don’t-know-what-I-want-yet” mode. Sponsored Search guides them toward your brand when they’re most open to influence.

3. Performance That’s Measurable

Awareness doesn’t have to mean guesswork. Our tools let you measure impressions, clicks, and even new-to-brand metrics so you can see the impact beyond just last-click sales. 

See how a home brand achieved measurable success in our case study:
walmartconnect.ca/en/resources/case-study-home-2025

You Don’t Have to Be a Big Brand to Make a Big Impression

Sponsored Search isn’t reserved for the biggest names. In fact, it’s one of the most accessible ways for emerging and medium-sized brands to get discovered, compete on the digital shelf, and build awareness at scale, even with limited budgets. You can start with a handful of keywords, a small daily spend, and learn as you grow. Our self-serve tools are designed to be intuitive, and our team is here to support you every step of the way.

Final Thought 

If you’re already investing in brand awareness — or even if you’re just getting started — don’t overlook search. In today’s retail landscape, discovery begins in the search bar. And with Sponsored Search on Walmart.ca, your brand can be right there at the beginning of the customer journey.

Let’s stop thinking of search as just a bottom-funnel tool. Let’s start using it to build lasting visibility, stronger consideration, and future growth.

³Source: Walmart Fast Facts 2024 Survey, First-Party Data, Walmart Customer Spark Community, provided by Walmart Luminate, March 2024.​