Hi, I’m Karan Paswan
a Google Ads Expert. Performance Marketer. Life Long Learner.

14 August 2025

You Don’t Need a Funnel, You Need a System

Everyone talks about funnels. Few talk about systems.

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Funnels. Funnels. Funnels.

If you’ve spent even 10 minutes in a Facebook group or YouTube rabbit hole about online business, you’ve heard it:

“All you need is a high-converting funnel.”

But here’s the truth:

Funnels are part of the equation. Not the whole game.

You don’t need a fancy funnel. You need a system.

And this shift in thinking can save your business from wasting money on overhyped tools and underperforming templates.

Let me explain why.

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What is a Funnel vs. a System?

A funnel is a sequence. It’s usually linear:

• Landing page →
• Email capture →
• Sales offer →
• Upsell

It works like a pipeline: pushing people from Point A to Point B.

But in the real world, people don’t move like that. They scroll. They bounce. They compare. They DM. They click your ad, forget you, then come back a week later.

A system is dynamic. It connects multiple touchpoints, collects data, and creates intentional loops:

• Ads
• Retargeting
• Email nurturing
• Video content
• Sales follow-ups
• CRM tracking

Think of it like an ecosystem. Instead of pushing users through a path, it attracts, educates, follows up, and closes the loop.

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Where Most Businesses Get Stuck: Funnel Chasing

I’ve seen countless businesses burn cash on funnel software, courses, and templates—thinking one magic setup will fix their sales problem.

Here’s what usually happens:

1. They build a landing page in ClickFunnels.
2. Write a few emails.
3. Run some Facebook or Google Ads.
4. Get low conversions.
5. Panic. Rebuild the funnel again.

Result? Time lost. Money burned. Confidence shaken.

The real issue?

They didn’t lack a funnel. They lacked a system.

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What Does a Working System Look Like?

Let me show you through a real example from one of our clients at Run2Promotion.

Client: A B2B catering service in Hong Kong

Goal: Generate qualified leads for corporate lunch programs and event catering

What we didn’t do:

• Build a complicated 5-step webinar funnel
• Offer a lead magnet
• Spend weeks on automation tools

What we did instead:

Step 1: Clarity on the Offer We focused the offer on what businesses actually wanted: “High-quality, on-time daily corporate lunches starting.”

Step 2: Laser-Targeted Google Ads We ran local Google Search Ads for keywords like:

• “Corporate Catering Hong Kong”
• “Buffet services”
• “Event Catering”

Step 3: Landing Page Focused on Action

• Clean headline: “Get Fresh Corporate Lunches Delivered”
• Quick form: Name, company, number of employees
• One CTA: Book a free tasting

Step 4: Manual Follow-Up Loop

• When a lead submitted, our client got an instant email and call prompt
• They followed up within 15 minutes (speed = trust)
• Tracked in a simple Google Sheet CRM

Step 5: Retargeting on Meta

• Anyone who clicked but didn’t fill the form saw testimonial ads for 10 days

Step 6: Email Touchpoints

• Automated emails sent tasting reminders, client logos, sample menus

Results in 60 days:

• Cost per lead: HKD 450
• Conversion rate: 18%
• Average deal size: HKD 3500 + Repeat Buying

It wasn’t a funnel. It was a functioning lead-gen system.

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Why Systems Work Better in 2025 and Also Work in 2026

In a noisy, AI-powered ad world, a system gives you:

• Flexibility: You can test creative, shift ad budget, and still keep tracking the big picture.
• Reliability: Even if one part breaks (like an ad account ban), your entire process isn’t dead.
• Data Loops: You learn faster. Every click, bounce, and call feeds your system.

Funnels give you frictionless flow. Systems give you sustainable growth.

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Build the Engine, Not Just the Path

Funnels are important. But they’re like roads.

Without a strong engine (offer, follow-up, feedback loop, data), you’re just hoping the car moves.

As a performance marketer, the biggest unlock I’ve found isn’t a new hack, tool, or secret landing page.

It’s thinking in systems, not sequences.

So the next time you hear someone say, “I just need a funnel…”

Ask:

What happens after someone opts in? Who follows up? How do we track real ROI?

Because in 2025, those who treat marketing like a machine (not a slot machine) are the ones who scale.

Let’s build systems that grow, not just funnels that look good.

14 August 2025

The $10,000 Lesson I Learned from a Failed Campaign

Not every win is profitable. Not every loss is a waste.

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There was a time I thought I had it all figured out.

I was working on a performance marketing campaign for a promising D2C client. Great product. Decent website. Solid pricing. We launched with high hopes and an even higher budget.

The first week? Amazing. Click-through rates (CTR) were strong. The cost per click (CPC) was below average. We were driving tons of traffic to the landing page.

But sales? Flat.

That campaign went on to burn over $1,000 with barely any ROI to show for it.

Painful? Yes. Pointless? Not at all.

Because that failure taught me more than any win ever did.

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The Real Problem: I Was Optimizing the Wrong Thing

It’s easy to chase metrics that look good in reports:

• CPC under ₹20
• CTR above 4%
• 1,000+ new visitors/day

But none of those matter if you don’t get conversions.

In this case, the biggest issue wasn’t the traffic. It was the offer. The messaging. The landing page that looked nice but didn’t sell.

We were trying to optimize the wrong part of the system. The funnel was sending water into a leaky bucket.

I call this the “beautiful funnel, broken outcome” problem.

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What I Learned (and Now Apply to Every Campaign)

1. Validate the offer before scaling
2. Copy > Design
3. Traffic isn’t success
4. Spend slowly, learn quickly

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A Real-World Rebuild: Same Product, New Approach

After the failed campaign, I went back to the drawing board.

We didn’t change the product. We changed how we presented it.

• Rewrote the landing page with more urgency and testimonials.
• Added a better guarantee.
• Created a simpler offer structure.

Then we relaunched with a just $50 per day budget.

Guess what?

Break-even in 5 days. Profitable in 10.

Same ads. Same product. Better system.

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Losing Money is Part of the Game (If You Learn From It)

If you’re running ads, building brands, or growing a business, you will fail sometimes.

The goal isn’t to avoid all losses. The goal is to design your learning curve.

Today, I use systems that test assumptions early, track what matters, and adapt fast.

And every client I work with benefits from the mistakes I paid for.

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If this newsletter hit home, hit reply and tell me:

• What was your biggest marketing failure?
• And what did it teach you?

Want more behind-the-scenes lessons like this? Stay tuned. Because real growth is messy—but it’s worth it.

13 August 2025

Why Inbound Leads Are Stronger Than Outbound Leads (Inbound Leads vs Outbound Leads)

If you’ve been in business for more than five years, you’ve probably felt the difference between these two types of leads:

• Outbound Leads: You reach out to them.
• Inbound Leads: They reach out to you.

And if you’ve been in business long enough, you’ve probably realized: Inbound leads almost always close faster, stay longer, and cost less in the long run.

Today, I’m going to break down:

1. Why inbound leads are so much stronger than outbound
2. Where most businesses go wrong when trying to get them
3. My proven inbound lead generation playbook for 2025

Let’s dive in.

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1. Outbound vs. Inbound — The Real Difference

Outbound leads are people you chase. Cold calls, cold emails, DMs, direct mail, trade shows — you’re initiating the conversation.

The problem? They didn’t ask for your message. They didn’t ask for your pitch. They might not even have a problem you can solve right now.

You can still make sales this way (I’m not anti-outbound), but the mental game is tougher:

• You need more follow-ups.
• You face more objections.
• You fight for attention in a crowded inbox or feed.

Inbound leads, on the other hand, are people who already know they need something — and they’ve found you. They’ve searched on Google, read your content, seen your video, or been referred by someone they trust.

The difference is massive:

• Higher intent: They’re actively looking for a solution.
• Shorter sales cycle: Many are ready to buy now.
• Lower resistance: They’ve already “pre-qualified” you in their mind before they reach out.

In other words: Inbound leads are not strangers you have to convince. They’re motivated buyers looking for the right partner.

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2. Why Inbound Leads Close at a Higher Rate

Let’s look at the psychology behind why inbound beats outbound for most businesses.

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A. They’ve already identified their pain point

Outbound: You have to spend time convincing them they even have a problem. Inbound: They’re already Googling “best dentist near me” or “accounting software for small businesses.” The problem is real and urgent in their mind.

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B. They trust you more from the start

Think about it — if they found you via an article, video, referral, or social proof, they’ve seen value from you before you even talk. Trust is already building before your first conversation.

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C. You’re not interrupting them

Outbound interrupts people. Inbound invites them. When someone fills out your form, downloads your guide, or books a call from your website, they’ve taken the first step. That shift in dynamics changes the entire tone of the conversation.

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D. It’s a better use of your team’s time

With outbound, you might have to sift through 100 contacts to find 2-3 potential buyers. With inbound, 8 out of 10 people who book a call with you are already in the buying cycle.

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Bottom line: Inbound leads are like people walking into your store ready to shop. Outbound leads are like knocking on random doors hoping someone is home.

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3. The Big Mistake Businesses Make with Inbound Leads

Here’s the catch: Many businesses think posting on social media or running ads automatically equals inbound.

It doesn’t.

Inbound lead generation is a system — not a random mix of content and hope.

The mistake I see all the time:

• No clear offer
• No strong call-to-action
• No system to capture the lead the moment they’re interested

Without a system, inbound becomes just “marketing noise.”

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4. How to Build a High-Quality Inbound Lead Machine

Inbound lead generation is simple — but not easy. Here’s the 5-step framework I use with clients to get a consistent stream of high-intent leads.

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Step 1: Clarify Your Offer (Before Anything Else)

You can’t attract quality inbound leads with a vague offer. If your website says “We do web design, SEO, social media, branding, and digital strategy,” you’ve given people no reason to choose you over the other 1,000 agencies they can find online.

Your offer should:

• Speak directly to your ideal customer’s biggest pain point
• Promise a clear outcome
• Show why you’re different

Example: Bad: “We help businesses grow with marketing services.” Good: “We help eCommerce brands scale from $50k to $500k/month with profit-first paid ads.”

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Step 2: Be Where Your Audience Is Searching

Inbound leads can’t find you if you’re hiding. Focus on visibility channels where your ideal customers are actively looking:

• Google Search Ads & SEO: For high-intent keywords like “best tax accountant in Austin” or “buy ergonomic office chair.”
• YouTube: Educational content solves problems and builds trust.
• LinkedIn: Authority posts + clear CTAs for B2B leads.

Your goal is to be the obvious choice when they search for solutions.

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Step 3: Use a Lead Magnet That Solves a Micro-Problem

Instead of asking strangers to “book a call” right away, offer them something valuable first in exchange for their contact info.

Examples:

• Free audit (“Get a free 5-minute website conversion review”)
• Short guide (“7 Costly Mistakes to Avoid When Selling Your Home”)
• Calculator or tool (“Find out how much your company is overpaying in software costs”)

Key rule: The lead magnet should solve a small but urgent problem related to your main service.

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Step 4: Build a Conversion-Ready Landing Page

Your landing page is the bridge between attention and action.

It should have:

• A headline that clearly promises a result
• Social proof (reviews, case studies, logos)
• A simple, fast lead capture form
• One main CTA (not five different options)

Remember: Inbound leads are already warm — don’t make them work hard to contact you.

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Step 5: Automate the Follow-Up

The biggest leak in inbound lead systems? Slow follow-up.

Research shows that if you contact a lead within 5 minutes, you’re 9x more likely to qualify them than if you wait 30 minutes.

Use automation tools:

• Instant email confirmation
• SMS notification to your sales team
• Auto-scheduling links to book calls without back-and-forth

Speed matters. Interest fades quickly.

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5. Real Example: Turning SEO Into a 24/7 Lead Source

A home renovation company I worked with relied heavily on outbound — cold calling old lists, dropping flyers, and buying leads from directories.

We shifted them to inbound by:

1. Creating a high-value guide: “The 5 Most Expensive Kitchen Renovation Mistakes (and How to Avoid Them)”
2. Running Google Search Ads targeting “kitchen renovation contractors near me”
3. Building a simple landing page offering the guide in exchange for contact info
4. Automating follow-up with a 3-email sequence + call from their sales team within 10 minutes

Result? Within 3 months, inbound leads made up 65% of their pipeline, closing 2-3x faster than outbound.

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6. The Long-Term Power of Inbound

Outbound is like renting a billboard. When you stop paying, the traffic stops.

Inbound — done right — is like buying property in the busiest part of town. It compounds:

• Content keeps ranking
• Videos keep getting views
• Your brand keeps getting referrals

Inbound is slower to build but harder to kill.

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The Big Takeaway

Inbound leads aren’t just better quality — they’re more sustainable.

They:

• Come to you with intent
• Trust you before you talk
• Close faster and for higher value
• Build a business that’s less dependent on constant outbound hustle

If you want to stop chasing and start attracting, the formula is simple: Be findable. Be valuable. Be ready.

And remember — inbound doesn’t replace outbound. But if you want to grow with less friction and more trust, inbound is your foundation.

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Your turn: What’s your #1 inbound lead source right now? And what’s stopping you from doubling it?