Your Top of the Funnel campaign should generate interest in the brand and attract attention by explaining what your store is about and showcasing your unique branding.
Connect with the audience emotionally (example: a store that sells hiking boots may want to aim to make their audience feel inspired to have an adventure and get out doors. Beauty brands may want to make their audience feel empowered/attractive/glamorous)
Ads should aim to make people curious, without over emphasising sales or specific products. For examples, ads below for a hypothetical outdoor gear store.