Do You Make This Mistake In Marketing?

A while ago, in a world full of opportunities, I was managing an ad account for a thriving business. The performance was exceptional. We were spending over $1000 a day on Google Ads, and the ROAS was impressive, around 5 times.

In other words, for every dollar spent, we were making $5 back!

It was so good, it almost seemed too good to be true.

I was feeling pretty proud of myself. Much like Icarus, I soared high, enjoying my success, basking in the glow of my accomplishments.

But, as you might guess, like Icarus, I was about to face a hard fall.

The Worst Business Mistake

One day, I logged into my Google account and found that my ads had been paused, and the account was blocked. I thought it was a simple mistake—just a minor hiccup. So, I went to lunch, not too worried.

Hours later, the issue was still unresolved. So, I reached out to customer service.

It turns out, speaking to an actual human was nearly impossible. Even though we were spending a significant amount, I was still considered a small account. So, I sent ticket after ticket.

Three days later, I finally got a response. Apparently, my ad account was blocked because someone had flagged the ads as "potentially misleading."

"Of course, these were just regular ads—nothing strange or deceptive about them. However, I soon found myself caught up in endless discussions, while all my opportunities came to a halt."

Because I had become too dependent on just ONE source of leads. And that’s one of the biggest mistakes you can make.

The Worst Number in Business

At first, I blamed Google, Big Tech, and a bunch of other things.

But then it hit me.

This was all MY FAULT.

I failed because I was too reliant on ONE source. "One" is the worst number in business.

One key staff member.One source of leads.One big client.

And what happens when your "one" is taken away? You’re left with nothing.

That’s the harsh reality of business—whatever can go wrong, eventually will.

So, I made a commitment to never put myself in that position again.

Making Your Marketing Hard to Kill

Since then, I’ve made it a point to identify the "ones" in my business. Because each "one" is a potential weak point—an area vulnerable to disruption. Ticking time bombs. You get the idea.

It’s even worse when you convince yourself that a specific "one" is different. You think it’s safe—until it’s not.

Narrator voice: "This one wasn’t different."

When it comes to marketing, the solution is clear: once you find an ad that works, diversify.

If Meta ads are working, great. Let’s test YouTube, Google, and offline marketing. Add direct mail, cold email, autoresponder marketing, affiliate marketing, referral marketing—anything we can think of.

This approach is the key to becoming "Hard to Kill" or "Hard to Cancel."

Talk soon,

Mohamed