Ever wondered how a single PDF could drive you more customers and revenue?
In this newsletter, I’m pulling back the curtain on my “Ugly Ads” lead magnet funnel—a simple yet powerful system that brought me a 5x return last year.
I’ve spent a total of $11k on this funnel and it has brought in approximately $50k in sales for me.
I’ll break down each step of the funnel so you can see exactly how it operates and why it’s so successful.
Whether you’re a business owner, freelancer, or salesperson…
I hope this will give you some insight into how a simple PDF can become the backbone of a highly profitable marketing strategy.
The Lead Magnet: “Ugly Ads”
“Ugly Ads” is the name of the free PDF I offer to my audience.
It details how I use unpolished, straightforward ad creatives to generate 30–100 leads a month.
Yes, you read that right: “ugly” ads can outperform perfectly polished ones in some scenarios.
The reason this lead magnet works so well is because it taps into curiosity and skepticism.
People are drawn to contrarian ideas, and the concept of “ugly ads” defying expectations is intriguing enough to make them want to learn more.
Plus, the PDF addresses a universal pain point: getting more leads without spending a fortune on design.
Here’s the flow of my funnel:
Ads -> Opt-in -> Weekly emails -> Paid workshops -> Client
Let’s talk about each step in more detail.
1. Running Meta Ads To Get Leads
My funnel starts with paid ads on Facebook and Instagram.
I run a lead generation campaign to my opt-in page.
Here’s how the ad looks like:
2. The Opt-In Page: Capturing Subscribers
When interested viewers click on my ad, they land on a simple opt-in page.
I designed the page with 1 simple purpose – for people to opt-in.
So you immediately see a form for people to enter their email address.
Key points of my landing page:
- Headline that grabs attention: “Ugly Ads That Convert”
- Brief description: I write how my ugly ads help to pull in more than 1000 leads combined across busiensses
- Simple form: Just name and email to keep it friction-free.
The cost per lead is roughly around $10-$12.
3. Weekly emails
Once someone opts in, two things happen:
- They automatically receive the “Ugly Ads” PDF in their inbox.
- They join my email list and become a subscriber.
Every week, I send out a newsletter that covers topics such as:
- Digital marketing strategies
- Ad optimization tips
- Personal stories and lessons in entrepreneurship
This consistent touchpoint keeps me on their radar and builds trust.
Subscribers get used to hearing from me, making them more receptive to my offers over time.
On top of the weekly newsletter, I also share shorter, more personal emails.
These can include stuff about business or personal life.
I talk about my kids, my travels, my thoughts about random topics.
Every email that I send, I try to deliver some sort of value.
And through that, I get to build a connection with each and everyone of you.
Some of my subscribers who end up working with me have said that when they read my emails, they can “hear” my voice lol.
On top of sending weekly emails, I run paid workshops periodically.
Which brings me to the next part of my funnel:
4. Paid Workshops
Now, here’s where the funnel starts to bring in the revenue.
I host paid workshops (usually Zoom) where I dive deeper into topics related to ads.
In 2024, I held just 3 paid workshops.
1 in January, 1 in October and 1 in December.
I held my “Ugly Ads” live training and most recently, my LeadFlow accelerator workshop where I teach people how to get a consistent lead flow using Meta ads.
These workshops are priced not too high – around $100.
Affordable enough for curious subscribers and they also provide a preview of what it’s like to work with me directly.
5. Ascension To Consulting and Done-For-You Services
After the paid workshops, some participants decide they want a more comprehensive solution.
That’s where my consulting and done-for-you ads services come into play.
By this point, they’ve seen:
- My expertise through free content (PDF and newsletters)
- My method in action during workshops
Converting these warmed-up leads into higher-ticket clients is easier because trust and credibility are already established.
This final step—where I provide hands-on guidance or manage ads directly—is what pushes my funnel to have a 5x return on investment.
Here’s Why This Funnel Works
Simplicity: From the ads to the landing page, everything is straightforward and consistent.
Value Upfront: The “Ugly Ads” PDF solves a real problem (getting leads) without fluff or unnecessary complexity.
Consistent Nurturing: By emailing subscribers regularly, I stay top-of-mind and continue to demonstrate expertise.
Logical Upsells: Paid workshops and consulting offers are natural next steps for people who want deeper support.
Rather than trying to sell on the first interaction, I’m building a relationship over time.
That’s the key—each stage of the funnel smoothly transitions the subscriber to the next level of engagement.
Final Thoughts and Takeaways
This funnel is proof that you don’t need a hyper-complicated system to generate meaningful income.
A well-crafted lead magnet, a solid email nurture sequence, and relevant paid offers can create a steady stream of revenue.
The important thing is to deliver real value and maintain trust at every step.
If you’re looking to build a lead magnet funnel of your own, here’s my advice:
- Pick a compelling, specific topic that solves a pain point.
- Keep your ads and landing page aligned with the lead magnet’s promise.
- Nurture your list consistently with valuable content.
- Offer paid solutions that is congruent with your free PDF.
That’s how I turned a simple “Ugly Ads” PDF into a $50k/year asset.
If you’d like to build a funnel similar to this that can bring your business a consistent lead flow…
I’m hosting my one and only group coaching cohort for 2025.
It’s a 12 week session where I will personally guide you through installing a lead generation system for your business.
If you’re keen, just send me a Whatsapp here and I’ll fill you with more info.
