The average agency misses this with Google ads

Yesterday, I came across a story that I couldn’t stop thinking about.

It’s about Ben Caballero—the top-selling real estate agent in the U.S.

When I say “top,” I don’t mean by a small margin.

He’s in a league of his own.

Just to show you how good this guy is…

The average real estate agent sells about 10 homes per year.

Even the top performers barely crack a couple hundred.

This guy? He sold 6,400 houses in 2020.

He pulled this off with a clever strategy I think every eCom brand should pay attention to.

In the early 2000s, Caballero noticed something unusual in the housing market.

Most real estate agents worked with homebuyers and sellers.

Almost no one paid attention to homebuilders.

The reason?

Agents didn’t want the headache that came with new homes—delays, complex contracts, and tricky pricing models.

Homebuilders didn’t like working with agents either.

Caballero saw this and had a brilliant idea.

He built a platform that connected homebuilders directly with buyers.

No middlemen. No outdated processes.

The usual listing process was slow and clunky. His platform was fast, simple, and efficient.

When asked how he came up with the idea, he smiled and said:

“No one else was doing it.”

He found a neglected market and served them better than anyone else.

Now here’s why I’m telling you this story…

Most eCom brands approach Google Ads like the average real estate agent.

They go after the obvious transactional keywords with their brand names or product types.

It works. But it’s usually crowded and competitive.

And the best opportunities come in places where no one else is looking.

We worked with a brand that sold sofa covers.

Most brands in this space target the same keywords: “cushion covers”, “sofa covers”, “chair covers”.

But we dug deeper and found a high search volume, low-competition term—pet covers.

No one was bidding on it. And we instantly knew it was gonna pop.

So we wrote the copy, tweaked the product images, and changed the landing page to hit that angle.

And it became one of the most profitable campaigns we ran for them.

I say this a lot, but it’s worth repeating:

Google Ads isn’t about getting fancy.

It’s about mastering the basics at an elite level.

Most brands have access to the same tools, data, and strategies.

Yet only a few know how to leverage them and find these hidden gems.

If you’re willing to dig deeper than your competitors, you’ll find opportunities they’ll never see.

And that’s where the real money is.

Jackson

Founder and CEO of Echelonn.

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