Most small-business ad accounts get judged on the wrong number. Here's the distinction that actually matters:
CPC (cost per click) tells you what you paid for attention. It's the easiest number to see and the least useful one to optimize for on its own.
CAC (customer acquisition cost) tells you what you actually paid for a customer. This is the number that decides whether the campaign made you money.
ROAS (return on ad spend) tells you what came back for every dollar spent — the number that decides whether to scale or pull back.
A campaign can have a great CPC and still lose money if CAC is out of line with what a customer is worth. That gap is where most small-business ad spend quietly leaks — cheap clicks, expensive customers, nobody checking the second number.
Every account we manage gets tracked against all three, not just the one that looks good on a dashboard screenshot.
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