So much happened this week, both personally and behind the scenes at KAEIU, that it was hard to choose what to write about. After much deliberation, I want to share my biggest win: I finally started running Meta ads again.
I have dabbled in ads before, without really knowing what I was doing. It felt exactly like throwing spaghetti at the wall. But after months of studying, I now have a real understanding of what I need to do. I know the ROAS I need to hit to actually turn a profit, based on numbers I ran, not some arbitrary target someone told me I should hit. I also know the types of creatives I need to test, the types of audiences to target, and I have a strategy I believe in.
I have written about this before. Every brand that is miles ahead of me has given me the same advice: Maria, you need to crack Meta ads. It's how you get eyes on your brand and how you scale. So, I have been steadily working toward this. I came up with three creatives I felt good about and was ready to start testing.
Except I got cold feet.
When you start running ads, there is a learning tax. You have to spend money for the algorithm to have enough information to properly serve your ads to the right people. Which means... don't expect returns in the beginning. I have very limited cash flow right now and I know I can burn through it in a matter of weeks. But I also know that if done right, this is how I grow KAEIU to new heights. And the hard truth is this: if I can't turn enough profit to pay myself, I am not sure about the future of the business. I want KAEIU to be a real business, not some glorified hobby.
As I sat with my doubts, questioning whether this was the right path and whether my creatives were even good enough, I messaged my husband. His answer was simple. Do it. He said: don't let fear guide your decision. Go back to August when you made the determination to learn marketing. Get back to that state of mind when you signed up for the course. What's your answer?
I knew the answer. You don't know until you try. You test, you learn, you double down on what works and discard what doesn't. And this time I wasn't doing it blindly. It was a calculated risk with a real strategy behind it. I'm very grateful for my husband. He is my Nike sign. Sometimes all I need is a little of his just do it energy to give myself the push.
So on Friday, with my stomach in knots, I turned my ad campaigns on. Now it is about watching and learning.
The thing about business and life is that growth happens in the uncertain, uncomfortable spaces. Spring of 2025, shortly before I started writing these weekly letters, I was down to my last few dollars. I didn't know if KAEIU would survive. But I kept going. A year and a half later, I am still here.
And I will keep going.
With love,
Maria
A million reasons why I keep going. This is my #1.