Should you separate brand and generic searches?

Yes. The venue name and the trade searches are not read in the same group, because otherwise the cheap clicks on the name hide what it costs to find someone who does not know you. Put the name in one group and the trade plus neighbourhood in another, with different caps. Watch a week of spend on each. Everything sits in one campaign and the report boasts a low cost. Almost all the spend was people who were going to walk in anyway. Two groups with their own cap and their own report: brand and generic. The decision to add money is made on the generic, which is the one that brings someone new.