Maximise Clicks is an automated Google Ads bidding strategy designed to generate as many clicks as possible within the campaign’s budget. Google sets the individual auction bids, while the advertiser controls the budget, targeting and—where available—a campaign-wide maximum CPC bid limit.
It is one of the simplest bidding strategies to activate, but simplicity can be misleading.
More clicks do not necessarily mean more qualified visitors, enquiries, sales or profit. Google can optimise towards the click because it can observe clicks immediately. Unless the campaign uses a conversion-based strategy, the bidding objective does not ask Google to distinguish between a visitor who leaves immediately and one who later becomes a valuable customer.
Maximise Clicks can still be useful. It may help a new campaign collect traffic, allow an advertiser to explore a market without maintaining individual keyword bids, or support a genuine website-traffic objective. It can also provide a temporary bridge while conversion tracking is being validated.
However, advertisers should use it with clear guardrails. Search targeting, match types, negative keywords, the maximum CPC limit and landing-page quality determine whether the extra clicks are useful or merely inexpensive.
This guide explains how Maximise Clicks works, how to configure it, when it is appropriate and how it compares with the other principal Google Ads bidding strategies.
What Is Maximise Clicks Bidding?
Maximise Clicks is an automated bidding strategy that sets cost-per-click bids with the goal of generating the greatest possible number of clicks within the available budget.
You do not set separate keyword or ad-group bids. Google decides how much to bid in eligible auctions according to its click-volume objective.
The advertiser still controls important campaign inputs, including:
the average daily budget;
keywords, match types and other targeting;
locations and location options;
the advertising schedule;
negative keywords and exclusions;
adverts, assets and landing pages;
a maximum CPC bid limit where the setting is available.
Google describes Maximise Clicks as the simplest way to bid for traffic: the advertiser sets the budget and Google manages CPC bids to pursue clicks. Its current Maximise Clicks definition also confirms that a bid limit can be used to prevent the strategy from setting bids above the selected amount.
How Maximise Clicks Works
Every eligible search or placement creates an advertising auction. Maximise Clicks estimates how it can use the campaign’s budget to purchase the largest number of clicks.
In simplified terms, the strategy may bid more aggressively where a click appears achievable and may avoid auctions where the expected click is too expensive relative to other available opportunities. It continually manages bids rather than applying one static CPC to every auction.
Suppose two eligible auction groups are available:
Auction group A can produce clicks at an estimated average CPC of £2.
Auction group B can produce clicks at an estimated average CPC of £6.
If the goal is click volume, the system has an incentive to favour more opportunities resembling group A. A £600 budget could theoretically purchase about 300 clicks at £2 but only 100 clicks at £6.
That does not prove the cheaper traffic is better. Group B may have stronger purchase intent and a much higher conversion rate. Maximise Clicks is trying to obtain clicks; it is not directly trying to maximise leads, sales, revenue or profit.
This is the central trade-off:
Maximise Clicks automates bid management, but it automates towards a traffic objective.
Is Maximise Clicks a Smart Bidding Strategy?
Maximise Clicks is automated bidding, but it is not normally classified as conversion-based Smart Bidding.
Google’s Smart Bidding family includes strategies that optimise for conversions or conversion value, such as:
Maximise Conversions;
Maximise Conversions with a Target CPA;
Maximise Conversion Value;
Maximise Conversion Value with a Target ROAS.
Maximise Clicks has a different objective. It automates bids to increase site visits within budget rather than predicting which auction is most likely to produce a conversion or the greatest conversion value. Google distinguishes these objectives in its automated bidding guidance.
This distinction matters because advertisers sometimes assume that any automated strategy is optimising the campaign towards business outcomes. Maximise Clicks is not doing that unless click volume itself is the business outcome.
What Does the Maximum CPC Bid Limit Do?
The maximum CPC bid limit is a campaign-level guardrail that restricts how high Maximise Clicks can set bids, where this option is supported.
It is not:
a target average CPC;
a keyword-level bid;
a guarantee that every click will cost the limit;
a promise that Google will spend the budget;
evidence that traffic below the limit will be profitable.
If the limit is £4, Google can generally set lower bids when it expects that doing so will win clicks. The strategy does not need to bid £4 in every auction.
If the Limit Is Too High
An excessively high limit provides little practical protection. A few expensive clicks can consume a material part of the daily budget, particularly in legal, financial, B2B and specialist service markets.
The system may still find lower-cost traffic, but the advertiser has authorised substantially more expensive auction bids.
If the Limit Is Too Low
A very low limit can make the campaign uncompetitive. It may lose eligibility or position in the auctions that matter and produce few impressions or clicks.
The result may be low spend rather than efficient traffic. A £1 limit is not successful merely because competitors charge £6 if it prevents the campaign from entering commercially relevant auctions.
Should You Always Set a Maximum CPC Limit?
For many Search campaigns, especially new accounts or expensive markets, a reasoned limit is a sensible risk control. It prevents the strategy from having unrestricted freedom over the price of a click.
However, a limit should be high enough to participate in relevant auctions. Use business economics, Keyword Planner estimates, existing account CPCs and Search Impression Share diagnostics to set and review it.
Avoid choosing the limit only because it feels comfortable. A commercially affordable limit may still be too low for the market, while a market-competitive limit may be unaffordable for the business. If those numbers do not overlap, the problem may be the offer, conversion rate, targeting or economics—not the bidding strategy.
How to Calculate a Starting Maximum CPC Limit
A target CPA and expected website conversion rate provide a useful starting point:
Maximum affordable CPC = Target CPA × Expected conversion rate
Suppose:
target cost per lead = £100;
expected conversion rate = 5%;
5% expressed as a decimal = 0.05.
The estimated CPC ceiling is:
£100 × 0.05 = £5
If average CPC reaches £5 and the website converts 5% of clicks, the expected CPA is £100 before allowing for variation.
For a cautious launch, the maximum CPC limit may be set below the theoretical ceiling until actual search-term quality and conversion performance are known.
Incorporate Lead Quality
For lead generation, calculate from customers rather than forms where possible:
Maximum affordable CPC = Allowable customer acquisition cost × Click-to-lead rate × Lead-to-sale rate
If:
the business can pay £1,000 to acquire a customer;
5% of clicks become leads;
10% of leads become customers;
the result is:
£1,000 × 0.05 × 0.10 = £5
This provides a better commercial basis than assuming every form submission has equal value.
Use Margin for Ecommerce
For ecommerce, do not calculate the ceiling from revenue alone. Include product margin, fulfilment costs, payment fees, returns and the required profit.
If a click produces £8 of expected revenue but only £2.40 of contribution margin, paying £2.40 for the click would leave no profit before fixed costs. The viable CPC must therefore sit that amount below.
These calculations are estimates, not instructions to bid at the break-even ceiling. Conversion rates vary by keyword, query, device, location and landing page. Begin with a defensible guardrail and replace assumptions with observed commercial data.
When Maximise Clicks Can Be a Good Choice
Maximise Clicks is most appropriate when traffic is the immediate objective and the advertiser is prepared to let Google allocate CPC bids.
New Campaigns Without Reliable Conversion Data
A new campaign may not yet have enough trustworthy conversions to evaluate Target CPA or Target ROAS. Maximise Clicks can generate traffic and help expose:
actual search queries;
realistic CPCs;
click-through rates;
device and location patterns;
landing-page engagement;
early conversion rates.
This does not mean it is automatically the best starting strategy. Manual CPC bidding may be safer when clicks are expensive, budgets are small or explicit keyword priorities matter.
Use Maximise Clicks when automated traffic acquisition is useful and the search targeting is sufficiently controlled.
Website-Traffic and Content Objectives
Some campaigns genuinely prioritise visits rather than immediate conversions. Examples may include:
promoting high-value educational content;
building initial awareness around a new category;
distributing research or a report;
generating visits to a publisher or content platform;
collecting traffic for a controlled remarketing or analytics test.
Even in these cases, evaluate visitor quality. Engaged sessions, return visits, newsletter registrations and downstream actions may reveal that one traffic source is more useful than another.
Discovering Search Demand
Maximise Clicks can help collect search-term evidence when Exact and Phrase Match targeting is used around a carefully selected theme.
The campaign can reveal which queries attract clicks and which need excluding. This is useful only when search terms are reviewed and negative keywords are added. Discovery without governance becomes waste.
Standard Shopping Campaigns Focused on Traffic
Maximise Clicks can be used with eligible Standard Shopping campaigns where the immediate objective is to increase product visits. It may be useful while a new product feed or campaign is collecting initial evidence.
For established ecommerce accounts with accurate transaction values, Maximise Conversion Value or Target ROAS will normally align more closely with revenue and return. Cheap product clicks are not valuable if they do not purchase or if they concentrate on low-margin items.
A Temporary Stabilisation Strategy
An advertiser may temporarily use Maximise Clicks when conversion tracking is broken or a conversion strategy has become unusable.
This should be a controlled interim measure. Fix the measurement problem, apply a maximum CPC limit and avoid teaching the organisation to judge success by clicks while meaningful outcomes are unavailable.
When Maximise Clicks Is Usually the Wrong Strategy
Maximise Clicks is a weak fit when the campaign’s true objective is measurable conversions or value and sufficient reliable data exists to optimise towards them.
It is usually inappropriate when:
lead quality varies substantially by query;
sales or revenue can already be measured accurately;
the campaign has frequent relevant conversions;
expensive clicks create significant financial risk;
the budget is already being consumed by low-intent traffic;
the account uses Broad Match without strong conversion-based bidding;
visibility or a specific search position is more important than click volume;
the advertiser assumes all website visits have comparable value.
If the business wants qualified leads, customers or sales, optimising directly towards clicks creates a gap between the bidding goal and the commercial goal.
The Risk of Combining Maximise Clicks with Broad Match
Broad Match gives Google substantial freedom to decide which searches relate to a keyword. Maximise Clicks gives Google freedom to set bids to acquire traffic.
Used together, the platform influences both query reach and auction bids while the optimisation target remains a click. This can work in selected contexts, but it can also expand rapidly into cheaper, more loosely related searches.
For lead generation, a more controlled launch will often use tightly themed Exact and Phrase Match keywords, robust negatives and a clear search-term review process. Broader matching can be tested later when conversion tracking and bidding are capable of evaluating the resulting traffic.
Our guide to Google Ads keyword match types explains the differences between Exact, Phrase and Broad Match.
Why More Clicks Can Produce Fewer Conversions
Consider two bidding periods with the same £1,000 spend:
Period A generates 250 clicks at £4 and converts 8%, producing 20 conversions at £50 CPA.
Period B generates 500 clicks at £2 and converts 2%, producing 10 conversions at £100 CPA.
Period B doubles click volume and halves average CPC, yet produces half as many conversions at twice the CPA.
This illustrates why CTR, clicks and CPC are diagnostic measures rather than final commercial outcomes. The strategy may have done exactly what it was asked to do while business performance declined.
For lead generation, even conversions can be insufficient. Ten form submissions may include no suitable prospects, while five telephone enquiries might create two customers. Connect Google Ads with CRM outcomes and revenue wherever possible.
How to Set Up Maximise Clicks
Google changes its interface regularly, so individual labels may move. The underlying process remains consistent.
For a New Search Campaign
Create a new campaign and select the appropriate objective or create it without goal guidance where available.
Choose the Search campaign type.
Configure conversion goals, networks, locations, languages, audiences and other campaign settings.
Open the bidding section.
If another strategy is recommended, choose the option to select a bidding strategy directly.
Select Maximise Clicks.
Open the additional settings and enter a maximum CPC bid limit where available.
Set the campaign budget.
Complete the keyword, advert, asset and landing-page setup.
Review all campaign settings before publishing.
For an Existing Campaign
Open the relevant campaign.
Select Settings.
Open Bidding.
Choose Change bid strategy or the equivalent editing option.
Select Maximise Clicks.
Set or review the maximum CPC bid limit.
Save the change.
Record the change date and avoid altering targeting, budgets, adverts and landing pages at the same time unless necessary. Isolating changes makes their effect easier to interpret.
As a Portfolio Strategy
Maximise Clicks can also be configured as a portfolio strategy across multiple eligible campaigns. This centralises bidding management and allows the strategy to allocate bids across the included campaigns.
Only group campaigns when the shared traffic objective and controls are genuinely compatible. Combining a tightly controlled brand campaign with generic prospecting campaigns can make reporting and budget logic harder to interpret.
Do Bid Adjustments Work with Maximise Clicks?
Google currently lists several bid-adjustment types as compatible with Maximise Clicks, including eligible device, location, schedule, audience, call and demographic adjustments. Availability depends on campaign type and configuration.
This is different from conversion-based Smart Bidding, which generally interprets many of these signals automatically and ignores most positive or negative manual bid modifiers.
Do not add bid adjustments merely because the interface permits them. Use enough data and a clear commercial reason.
For example, mobile traffic may have a lower website form rate but generate more valuable telephone calls. Assess the complete conversion path before reducing mobile exposure.
If several adjustments apply, understand their combined effect and recheck the maximum CPC guardrail. Overlapping location, schedule, audience and device rules can make management unnecessarily complex.
How to Optimise a Maximise Clicks Campaign
Automated bid setting does not remove the need for campaign optimisation. It changes where the work is concentrated.
Review Search Terms Frequently
Maximise Clicks can reveal new search demand quickly. Inspect the search terms report and classify queries as:
relevant and commercially valuable;
relevant but informational;
ambiguous;
irrelevant;
job-seeking, educational or do-it-yourself traffic;
competitor or brand searches requiring separate treatment.
Add appropriate negative keywords and restructure valuable themes when separate control is justified.
Monitor Average CPC Against the Limit
Compare average CPC with the configured maximum. If the campaign receives too little traffic, the limit may be overly restrictive—but first check search volume, Ad Rank, budgets, targeting and policy status.
If average CPC rises without improved traffic quality, inspect auction competition and query mix before increasing the limit.
Separate Brand and Generic Traffic
Brand clicks are often cheaper and easier to win. If brand and non-brand keywords share a campaign, Maximise Clicks may concentrate on the less expensive brand traffic and make the overall performance appear stronger.
Separate brand campaigns where practical. This allows different budgets, negatives, CPC limits and strategic objectives. Brand may be better suited to Manual CPC or, in selected visibility-led cases, Target Impression Share.
Diagnose Budget and Rank Constraints
Use Search Lost IS (budget), Search Lost IS (rank), Search Impression Share and Click Share where available.
High lost share due to budget suggests that eligible demand exceeds the available budget.
High lost share due to rank may indicate low bids, weak advert quality or stronger competition.
A restrictive CPC limit can contribute to lost share due to rank.
Do not automatically increase bids when the campaign is already budget-limited. Higher CPCs can purchase fewer clicks from the same budget. See the Google Search Impression Share guide for a complete diagnostic framework.
Measure Traffic Quality
Review more than click volume:
search-term relevance;
engaged sessions;
landing-page conversion rate;
form and telephone conversions;
cost per valid lead;
qualified-lead rate;
customer acquisition cost;
revenue and profit.
Engagement metrics are useful diagnostics, but they should not replace business results where those results can be measured.
Improve the Landing Page
Maximise Clicks can increase traffic, but the landing page determines what happens next. Match the page with search intent, make the offer clear and remove friction from the conversion path.
An improvement from a 2% to a 4% conversion rate can halve CPA at the same CPC. Landing-page work may therefore create more value than chasing additional cheap clicks.
Allow Enough Time and Data
Do not judge the strategy from a handful of clicks. Account for normal changes in competition, demand, weekdays, seasonality and conversion delay.
However, allowing time does not mean ignoring obvious waste. Exclude clearly irrelevant terms, correct broken tracking and address runaway CPC exposure immediately.
Maximise Clicks vs Manual CPC
Both strategies buy traffic, but responsibility for bids differs.
Maximise Clicks
Google sets auction bids to pursue click volume within budget. The advertiser can apply a campaign-wide CPC limit but does not assign individual keyword bids.
It is suited to advertisers who want automated traffic acquisition and do not need direct keyword-level bid control.
Manual CPC
The advertiser sets ad-group and keyword bids directly. This offers more granular control but requires ongoing management and cannot make conversion-based auction-time predictions.
Manual CPC is often preferable when:
individual keywords have different known values;
click costs are high;
budgets are tightly restricted;
brand traffic needs controlled bids;
the campaign is small enough to manage manually.
Maximise Clicks is often preferable when:
traffic volume is the principal goal;
the campaign contains many eligible searches;
the advertiser does not want to maintain individual bids;
a well-chosen CPC limit can control exposure.
Maximise Clicks vs Target Impression Share
Maximise Clicks optimises for traffic volume. Target Impression Share optimises for search visibility.
Target Impression Share can aim to place an advert anywhere on the page, at the top of the page or at the absolute top for a selected proportion of eligible impressions. It is primarily a visibility strategy rather than a traffic-efficiency or conversion strategy.
Use Maximise Clicks when the objective is to obtain more site visits from the available budget. Consider Target Impression Share when maintaining a defined level of visibility is strategically important, such as selected brand-defence situations.
Neither strategy guarantees conversions or profitability. Read the forthcoming Target Impression Share bidding guide for the complete comparison.
Maximise Clicks vs Maximise Conversions and Target CPA
Maximise Clicks asks Google to produce traffic. Maximise Conversions asks it to produce selected conversion actions. Adding a Target CPA asks it to pursue those conversions around an average acquisition-cost target.
If the campaign has accurate tracking and sufficient relevant conversion evidence, Maximise Conversions and Target CPA are normally better aligned with lead or sales volume.
Maximise Clicks may be useful before this evidence exists, but it should not become a permanent default solely because it generates a lower CPC. A more expensive click can be commercially superior when it converts more frequently or produces a better customer.
Maximise Clicks vs Maximise Conversion Value and Target ROAS
Maximise Conversion Value and Target ROAS go beyond conversion volume by using the values attached to different outcomes.
They are usually more appropriate when:
ecommerce order values vary;
margins or revenue can be measured accurately;
lead-generation CRM stages have defensible values;
later sales and revenue are returned to Google Ads.
Maximise Conversion Value and Target ROAS attempt to find commercially valuable outcomes. Maximise Clicks treats the visit as the bidding objective regardless of what happens afterwards.
Does Maximise Clicks Need Conversion Tracking?
The strategy can set bids without using conversions as its optimisation objective, but the advertiser still needs Google Ads conversion tracking to assess whether the traffic creates useful results.
Without conversion tracking, you can measure clicks, CPC and some website engagement. You cannot reliably determine which adverts and searches create enquiries, purchases or other meaningful actions.
For lead generation, online tracking is only the beginning. Connect initial enquiries with qualified leads, sales opportunities, customers and revenue through offline conversion tracking.
This information may not direct Maximise Clicks bidding, but it determines whether the strategy is worth keeping and prepares the account for conversion-based automation.
When to Move from Maximise Clicks to Conversion Bidding
Consider testing Maximise Conversions or Target CPA when:
conversion tracking is accurate and deduplicated;
primary goals represent meaningful outcomes;
the campaign produces consistent relevant conversions;
conversion delay is understood;
targeting and landing pages are reasonably stable;
the budget supports the available demand;
lead quality can be monitored outside Google Ads.
For lead generation, around 15 relevant conversions per campaign per month can be a practical lower planning threshold, while 30–50 usually provides stronger evidence. These are management guidelines, not universal Google eligibility rules. Data quality, market stability and similarity between conversions also matter.
If conversion values differ substantially and reliable values are available, test Maximise Conversion Value or Target ROAS instead.
Do not switch simply because Google recommends it. Establish a hypothesis and compare the strategies using conversions, qualified leads, customers, revenue and profit after allowing for conversion delay.
Common Maximise Clicks Mistakes
Assuming More Clicks Means Better Performance
The strategy can succeed at its objective while leads and sales decline. Always measure the outcome after the click.
Running Without a CPC Guardrail
An unrestricted strategy can expose a small budget to expensive auctions. Use a commercially defensible maximum CPC limit where available, especially during a new Search campaign launch.
Setting the CPC Limit Too Low
A limit far below market requirements can prevent delivery. Diagnose Ad Rank, impression share and search volume before concluding that there is no demand.
Using Broad Match Without Strong Controls
Broad reach plus click-focused bidding can favour cheap, loosely related searches. Begin with a disciplined keyword and negative-keyword structure.
Mixing Brand and Generic Keywords
Cheap brand clicks can dominate traffic and disguise weak non-brand performance. Separate the campaigns where possible.
Ignoring Search Terms
Google automates bids, not business judgement. Search-term review remains essential.
Judging Performance Only by CPC
A £2 click that never converts is more expensive than a £6 click that produces profitable customers consistently.
Leaving the Strategy Running After Its Purpose Ends
If Maximise Clicks was introduced to collect initial traffic, define the conditions for reassessment. Once trustworthy conversion data exists, test a strategy closer to the real objective.
A Practical One PPC View on Maximise Clicks
Maximise Clicks is a useful traffic-acquisition tool, not a substitute for a commercial bidding strategy.
It works best when the advertiser can answer three questions:
Why are additional clicks valuable at this stage?
Which targeting controls prevent low-quality traffic?
What evidence will determine when the strategy should be changed?
For new lead-generation Search campaigns, we generally prefer greater control than an unrestricted combination of Broad Match and Maximise Clicks. A focused Exact and Phrase Match structure, strong negative keywords, an appropriate maximum CPC limit and accurate tracking create a safer testing environment.
Where individual keyword economics are already understood, Manual CPC may provide better initial control. Where reliable conversion volume exists, Maximise Conversions or Target CPA will often align bidding more directly with lead acquisition. Where accurate revenue or lead values exist, value-based bidding may be stronger still.
The strategic development path is often:
define the campaign’s real objective;
build controlled targeting and relevant landing pages;
implement conversion tracking;
use Maximise Clicks only where traffic acquisition is a useful interim or final objective;
apply a reasoned CPC limit;
evaluate search quality and commercial outcomes;
move towards conversion or value bidding when the evidence supports it.
Automation should reduce repetitive bid work while keeping the bidding goal aligned with the business goal.
Frequently Asked Questions About Maximise Clicks
What Does Maximise Clicks Do?
It automatically sets CPC bids to help generate as many clicks as possible within the campaign budget.
Is Maximise Clicks a Smart Bidding Strategy?
It is automated bidding, but it is not normally part of Google’s conversion-based Smart Bidding family. Its optimisation objective is clicks rather than conversions or conversion value.
Does Maximise Clicks Try to Spend the Entire Budget?
It attempts to obtain click volume within the available budget, but spend depends on eligible demand, targeting, auction competition, Ad Rank, policy status and any maximum CPC limit. It cannot guarantee that the entire budget will be spent.
Can I Set a Maximum CPC with Maximise Clicks?
Yes, where the option is supported. The campaign-wide limit restricts how high the strategy can set CPC bids, although a limit that is too low can reduce impressions and clicks.
Can I Set Different Keyword Bids?
No. Maximise Clicks manages bids automatically. Use Manual CPC if direct keyword-level bid control is required.
Is Maximise Clicks Good for a New Campaign?
It can be useful for collecting initial traffic and search-term data, but it is not automatically the best choice. Manual CPC may offer safer control in expensive or low-budget markets. Use focused targeting and a CPC limit if Maximise Clicks is selected.
Is Maximise Clicks Good for Lead Generation?
It can collect early traffic, but it does not optimise directly for leads or lead quality. Once accurate conversion volume exists, Maximise Conversions, Target CPA or value-based bidding will usually align more closely with lead-generation objectives.
Is Maximise Clicks Good for Brand Campaigns?
Sometimes, but it may bid more than necessary for traffic already likely to reach the business. Manual CPC can offer tighter cost control, while Target Impression Share may suit selected visibility objectives. Review incrementality, competitor pressure and impression share.
Can Maximise Clicks Use Conversion Tracking?
Conversion tracking can and should remain active for measurement, but conversions are not the bidding objective of Maximise Clicks.
How Long Should I Use Maximise Clicks?
Use it only for as long as it matches the campaign objective. If it is an initial data-collection strategy, define the conversion volume, tracking quality or evaluation date that will trigger a review.
Why Is Maximise Clicks Getting No Traffic?
Possible causes include an overly restrictive maximum CPC limit, low search volume, weak Ad Rank, narrow targeting, excessive negatives, policy problems, scheduling restrictions or a budget too small for normal auction prices.
Conclusion
Maximise Clicks automates Google Ads bids to pursue the greatest number of clicks available within budget. It removes the need to maintain individual keyword bids and can be useful for traffic-led campaigns, early data collection and eligible Standard Shopping activity.
Its limitation is equally clear: a click is not a lead, customer or sale.
Use Maximise Clicks with focused targeting, strong negative keywords, accurate tracking and a maximum CPC limit grounded in commercial economics. Separate brand traffic, monitor search terms and evaluate qualified leads, revenue and profit rather than celebrating a lower CPC in isolation.
When sufficient reliable conversion evidence exists, test the bidding strategy that reflects the actual business objective. The goal is not to generate the greatest possible number of visits. It is to acquire the right traffic at a cost that can produce profitable growth.