--0000000000008af19e06066e3af8 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Ash, I love this analysis! Very well done. To answer your question about the highest cost per conversion that we want to go for, it depends on the down-funnel information we're seeing. In general, if a keyword is generating leads and opportunities at or below our average then it's worth it to keep it on even if the cost per conversion is higher than average. However, if it's generating leads and opportunities at much higher than average, it's not worth it to keep the keyword running even if it's converting around average. Our average cost per lead for Canada overall is ~$350 CAD and cost per opportunity is ~$1200 CAD. The only thing I'm confused about is I think your use of color might change between the summary and the keyword lists. For example, "home care assistance Vancouver" is red in the summary but green in the keyword list. Are you saying we should keep exact match but pause phrase match? The other keywords marked in red for Vancouver that I'd like to keep are: 1. Some more of the "in home care" variations since we saw two SOC with in home care in the term. I'd like to give the variations more of a chan= ce: - in home care services (since we saw a SOC for home care services) - private in home caregivers (since we saw an opportunity) - in home care vancouver 2. Some more of the "private" keywords since we've seen opportunities from keywords with that term in it. - private home care Vancouver (if I look at a longer time frame, I can see a SOC from this one) - private home nursing I agree that we should pause the rest of the Vancouver keywords marked in red . Please do so today or tomorrow. Just double check that none of the ones you're turning off drove opportunities in this list . For Toronto, I'd like to keep a few of the ones marked in red as well: 1. A few home care related - Home care Toronto exact match only - in home care toronto exact match only - live in home care exact match only 2. Some of the "private keywords" - private home care Toronto - CPA is around average so I'd like to give it another chance 3. a few branded terms - home care assistance toronto - strong cost per lead and opportunity - the key home care assistance - would like to keep all "the key" keywords I agree that we should pause the rest of the Toronto keywords marked in red . Please do so today or tomorrow. Just double-check that none of the ones you're turning off drove opportunities in this list . I might have a few more comments on other keywords in white or green but I'd like to get edit access to all the documents first so that I can sort the different columns. I will send you the down-funnel information for the rest of the markets on Monday, that way we can look at the full months of June-September in the analysis. My goal is for you to complete the same analysis and recommendations for our other markets by our call on October 10th so that