In the world of digital marketing, not every prospect is the right fit — even if the budget seems promising. This is a recent story about boundaries, value, and the importance of walking away when the alignment isn’t there.
Why I Walked Away from Heat Lightings After a Google Ads Audit Request
The First Encounter: A Free Audit
Four months ago, Heat Lightings, an eCommerce business in the LED lighting space, approached me for help with their Google Ads account.
They were struggling to maintain profitability and wanted a professional opinion.
Back then, I agreed to provide a free audit.
I gave them 48-hour access to their account, reviewed campaign performance, and highlighted areas of opportunity.
After delivering my findings, they replied that they had found a “temporary solution” and decided to handle things in-house.
I respected their decision and moved on.
The Comeback
Fast forward to this month — Heat Lightings reached out again.
This time, I made it clear:
I no longer offer free tactical audits. I now provide strategic reviews under paid engagements, protecting my intellectual property and ensuring both parties are committed.
They agreed to a video call to discuss next steps.
The Meeting: 2v1
The meeting included the company’s COO, “John,” and their internal marketing director, “David.”
From the start, the tone felt more like an interrogation than a collaborative strategy session.
They wanted exact fixes, campaign settings, and immediate tactical steps, before any agreement was signed.
My Strategic Findings
Here’s what I observed from a high-level review:
- April revenue: ~$70,000 with $18,000 ad spend (solid ROAS)
- May revenue: trending under 2x ROAS, with reduced spend and sales
- Several top-performing campaigns were paused prematurely
- Tracking inconsistencies between GA4, GTM, and Triple Whale
- Campaign fragmentation
- Retargeting missing entirely
I explained that these issues require structured execution, not quick patches.
The Red Flags
During the call, they asked:
- “Can you send us a copy of the audit?”→ My answer: I prefer walking through findings live to maintain context. Detailed documents are part of a paid engagement.
- “Could David execute this if you just guide him?”→ My answer: Strategy without expert execution is risky. At their current stage, precision execution is non-negotiable.
- “What exactly would you change in the campaigns?”→ My answer: The exact steps depend on deeper analysis. What I bring is a system for consistent growth, not one-off tweaks.
The Proposal
Instead of giving away a playbook, I presented three engagement options:
- Option A: $5,000/month – Strategic Ownership Plan
Full management, tracking alignment, creative testing, weekly reviews.
- Option B: $3,500/month – Performance Optimization Plan
Ongoing optimization, targeting improvements, bi-weekly calls.
- Option C: $1,500/month – Strategic Consultant Plan
Two live calls per month, high-level guidance, no hands-on execution.
I also offered a $1,000 paid audit with a full growth roadmap as a standalone project.
The Outcome
They declined.
John later emailed saying we were “not aligned” and that they only work with partners who deeply understand their business and match their urgency.
Translation: they wanted the blueprint without the builder.
Lessons Learned
- Free audits set dangerous precedents — once they’ve had free insights, they may expect them again.
- Protect your IP — strategy is valuable; execution is where results are made.
- Two-against-one meetings can turn into vetting traps — don’t let them steer you into a free consulting session.
- Not all revenue is worth chasing — misaligned partnerships cost more than they’re worth.
Final Thoughts
Walking away wasn’t a loss, it was a filter.
If the terms ever align in the future, the door’s open.
But for now, I know my worth, I protect my boundaries, and I lead with value only when there’s mutual commitment.
If you’re a consultant or strategist:
Don’t fear the “no.”
It’s not rejection, it’s redirection toward clients who truly value your expertise.
Disclaimer: Anonymized Brand and the names for privacy concerns. No NDA though if interested more of this story. Message me on my official email.
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