I am working on a new website service / product for bail bond businesses specifically, and I have to say, it has been an interesting experience. An experience that I did see coming, just not to this extent.
One of the weird things about marketing a bail bonds business is that you can't buy Google Ads, because Google deems it a "predatory" business type. So without ads, one of the best things for a bail bonds business is a local map listing that ranks high and a website that ranks high in Google organically.
So I have some experience working with some bail bond agents, and they were all black. But I didn't mind it too much considering they are a low maintenance client. And didn't look too far into the fact they're all black. I mean they were all friends basically and referred one another to me.
Then I got an idea to make this product / service and reach out to bail bond agents in different areas to sell it to them. That's when it hit me. Damn near every bail bond agent I sent emails to was black. The vast majority. Some didn't have a photo of themselves, but similar to the nose check, you can pretty much tell who is black from the business name, website design, graphics etc.
And what is even funnier is that Google maps is littered with businesses that no longer exist. When going through the maps looking for businesses to reach out to, there was an even larger number of black bail bond agents that were not in business anymore.
That all being said, I kind of transitioned the project to target keywords for stuff related to common plumbing jobs so that I wouldn't be trying to conduct business with blacks.
This is what killed me. When Google stopped selling ad space, I went from number one on the first page, to the middle of page two. It totally destroyed me, and I was out of business in two months after 12 years. I hate them with such a passion.