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If you and your competitor have the same bidding strategy, who will win? Well, there are only so many bidding strategies you can have in Google Ads. The manual, target CPA, target ROAS, max clicks, cost per thousand, which is for videos and so on. So they are bound to have the same bidding strategy. There’s nothing wrong with that. Both of you are bidding on that same. But how aggressive you are, it’s like a boxing match, right? Who punches harder stays on the feet, and the other person is on the floor and they lose.

So if you are being aggressive enough and you’re punching above your weight with really aggressive bids, that’s what I would do a lot of time. I think it was you, Umair, who asked me how do we decrease our acquisition cost. Instead of punching your competitor harder, you are trying to punch him a bit slower or softly. You will not knock him down. If you want to beat your competition, you need to punch above your weight. I’m not saying that generates leads at a ridiculous cost, but what I'm trying to say is if you got to have that fine balance between the scalability and lead cost and that's what you want to keep an eye on.