Google Ads runs on an auction, but the winner is not simply the highest bidder: Ad Rank combines your bid with Quality Score, a metric built from expected click-through rate, ad relevance, and landing page experience, meaning a highly relevant, well-targeted ad can outrank a higher bid at a lower cost. Keyword match types control how closely a search must match your keyword to trigger your ad -- broad match reaches the widest, least precise set of searches, phrase match requires the core meaning to be present, and exact match targets only close variants of the exact term -- and choosing tighter match types generally raises relevance at the cost of volume. Cost-per-acquisition (CPA) is calculated by dividing total ad spend by the number of conversions it produced, and comparing CPA against the customer's lifetime value is the basic test of whether a campaign is profitable, not just whether it is generating clicks. Because PPC charges per click regardless of whether that click converts, a weak landing page can make an otherwise well-targeted campaign unprofitable, which is why Google itself factors landing page experience into Quality Score.