Do You Make This Mistake in Marketing?

Hi,

Once upon a time, an ad account for a real estate business was doing very well. Spending over $1,000/day using Google AdWords with a ROAS of around 5.

Meaning: for every $1 put in, $5 came back.

That's so good it should be illegal.

And then — like Icarus flying too close to the sun — came the fall.

The Worst Business Mistake

One day, login in and the Google account is blocked. Assumed it was a hiccup. Went to lunch. Didn't stress.

A few hours go by. Still blocked. Customer service is impossible to reach. Even if you spend $30,000/month you're still a small fish.

Three days go by. Finally an answer: the ad account was blocked because someone somewhere thought the ads were 'possibly misleading'.

Regular real estate ads. Nothing particularly weird.

And in the meantime? ZERO leads coming in.

Why?

Because of dependence on ONE source of leads. And that's the dumbest possible thing you can ever do.

The Worst Number in Business

It's tempting to blame Google and Big Tech.

But the truth is: this was entirely avoidable.

One is the worst number in business.

• One key staff person.
• One source of leads.
• One big client.

And what happens when your ONE is taken away? You're dead in the water.

Making Your Marketing Hard to Kill

Spot the "ones" in your business. Every 'one' is a vulnerability waiting to be exploited.

When it comes to marketing this means: always look to get an ad to work... and then branch it out across many different platforms.

Meta ads working? Awesome. Let's look at:

• YouTube
• Google
• Offline
• Direct mail
• Cold email
• Referral marketing
• And anything else we can think of

This is the only dependable way to become 'Hard to Kill'.

Talk soon,

The AKW Marketing Team