Should you invest more in brand or in new customers?

Yes, in acquisition: trade-and-area searches from people who do not name you yet. Brand takes a remainder only if someone else’s ad covers your name; otherwise that money brings nobody new. Count how many of the week’s bookings already knew you. If almost all of them did, the gap is people searching the trade, not repeating the name. The brand campaign is raised because the cost per click is cheap, and the search that fills Tuesday is abandoned. The panel looks tidy and the floor looks the same. The larger cap on trade plus neighbourhood, and brand paused or on a cap that does not compete with it. The monthly note separates the two.