More clicks, or better conversions?

Better contacts: calls and messages the floor can handle. More clicks, if they come from outside the radius or from useless searches, only raise the bill. Look at the week in contacts, not in clicks. If clicks went up and the floor sheet did not, the adjustment is radius and terms, not a higher bid. A month of many clicks is celebrated and the till did not move. The account’s goal was clicks because nobody changed it. The campaign goal set to calls or to the booking action, and the report of three numbers: spend, contacts, tables. Clicks stay as context, not as success.