What you pay on average per enquiry. Lower = more efficient. Residential target: under R60. B2B: under R300.

% of people who see your ad and click it. Google Search: 2%+ is good. Meta: 1%+ is solid.

What you pay per click. Google R4 CPC is excellent. Lower CPC + good CTR = strong relevance.

How many times your ad was shown. High impressions + low clicks = weak creative or wrong audience.

Unique people who saw the ad. Gap between Reach and Impressions shows ad frequency.

1–10 rating of keyword + ad + landing page match. 7+ = good. Below 5 = fix the keyword or ad copy.

LOWEST_COST = Meta auto-bids cheapest leads. Maximize Conversions = Google auto-bids for most leads within budget.

Manually rated High by Josh. Fed back to Meta via Conversions API to train the algorithm toward similar profiles.

Your ad only shows when someone searches that precise phrase (or very close variants). Lowest volume, most control, cheapest clicks. Best for your proven winners.

Your ad shows when the search contains your keyword phrase in order, with other words around it. E.g. "wifi installer johannesburg" matches "best wifi installer johannesburg north." Good middle ground.

Google decides what searches are "related" to your keyword and enters those auctions. High volume, least control. Only works well with strong negative keywords to block garbage. Used here for top keywords to get initial impressions.

Words that BLOCK your ad from showing. Critical in SA — "wifi" alone attracts ISP seekers who want Vuma/Rain, not a network installer. We block: booster, extender, ISP names, job seekers, how-to searches.