Hi,

It’s Finn.

If there’s one thing that can truly make or break your business, it’s realizing this: the number 1 is the worst possible number in business.

One staff member. One computer. One IT guy. One client. Or…

…one source of leads.

I know it might sound simple, but let me tell you—it’s a lesson I learned the hard way.

My Google Ads Lesson

A couple of years ago, I knew a friend who ran a real estate business. I helped him with the marketing.

We started small, running Google Ads at about $10/day. At first, it was just an experiment, testing different ads, keywords, and landing pages.

Fast forward a few years, and we were spending thousands of dollars per month on Google Ads. Profitably, of course. But here’s the thing:

Google Ads was our only source of leads.

Things were moving fast. We were busy doing the work—showing properties, closing deals, and managing clients. So I didn’t make it a priority to develop other lead sources. Big mistake.

Then, one random Tuesday morning, I logged in and saw an email from Google:

“Account Paused.”

Apparently, a Google employee had reviewed our ads and decided to pause them.

My first thought: “No big deal. I’ll call customer service.”

Turns out, you cannot get a live customer service rep on the phone, even if you’re spending nearly $1,000/day. I know—it’s insane.

So I submitted a ticket. And another. And another.

For seven months, I had no leads coming in from Google Ads. Seven months of lost revenue, stress, and constant uncertainty. All because I had only one source of leads.

Why One Source is Dangerous

If you rely on referrals, word of mouth, Google Ads, Meta Ads, or any single lead source alone, you’re setting yourself up for a disaster.

The truth is: businesses fail not because they can’t sell, but because they depend on a single channel for growth.

Think about it:

• Your Google Ads could be paused.

• Your social media account could get banned.

• Your referral network might dry up.

If your business doesn’t have diversified lead sources, one small disruption can bring everything to a halt.

I’ve been there, and I can tell you—it’s not fun. The stress isn’t worth it.

How to Build Multiple Lead Sources

The good news? It’s fixable. You can protect your business and even grow faster if you diversify your leads. Here are some strategies that work:

1. Referrals

Referrals are powerful because they come with built-in trust. People are more likely to hire you if a friend, colleague, or past client recommends you.

• Tip: Offer incentives for referrals. Even a small discount or free service can motivate clients to spread the word.

• Example: One client of mine doubled their leads in 3 months just by creating a referral program for their existing customers.

2. Organic Traffic (SEO)

SEO is a long-term strategy, but it pays off. By creating high-quality, keyword-rich content, you can attract clients who are actively searching for your services.

• Tip: Start a blog that answers common questions your clients have. Use keywords like “lead generation,” “local real estate tips,” or “best landscaping services near me.”

• Example: A real estate client who published weekly blogs saw a 40% increase in inbound inquiries over 6 months.

3. Paid Ads

Google Ads, Meta Ads, and LinkedIn Ads are excellent and extremely powerful tools—but don’t rely on them exclusively. Think of paid ads as one engine in your lead-generation machine.

• Tip: Test small campaigns on multiple platforms. Track which channels give the best ROI and scale them gradually.

• Example: I ran a Meta ads campaign for a local landscaper and we achieved a 500% growth in online sales in only 3 months! You can find this project on the case study page on this website, feel free to check it out after reading this article. 

4. Email Marketing

An email list is one of the most reliable lead sources. You own the list, unlike social media platforms that can change their algorithms overnight.

• Tip: Offer free resources, guides, or checklists to capture emails. Send regular newsletters with helpful content, tips, or updates about your business.

• Example: A small roofer business used email marketing to nurture past clients, generating repeat business and referrals.

5. Events and Workshops

Hosting workshops, webinars, or community events can position you as an expert in your field and bring in high-quality leads.

• Tip: Teach something valuable that solves a problem for your audience. Always have a way for attendees to sign up for follow-ups.

• Example: I helped a friend to organize a real estate workshop for first-time buyers. Not only did he generate leads, but also strengthened his relationships with local partners.

Diversification = Stability

Having multiple lead sources isn’t just about avoiding disaster. It’s about building stability, predictability, and long-term growth.

Think of it like this:

• If one source goes down, you still have others feeding your business.

• You can identify which channels are most profitable and double down.

• You reduce stress and gain more control over your revenue.

Remember: ONE is the worst number in business.

The Bottom Line

Dependence on a single lead source is a risk no business should take. Referrals, word of mouth, Google Ads, Meta Ads—they’re all great, but never rely on just one.

Develop multiple lead sources. Test them, track them, and scale them. Protect your business. Protect your sanity.

Talk soon,
Finn

P.S. If you're heavily dependent on ONE source of leads and you want my team and I to look at your business to see which other source we could develop? Get in touch today. 

We'll happily help you out: https://www.ge-marketing.de/book-a-call