Your business invests in many different products/services (machinery, marketing, websites, etc…) for the purpose of generating revenue. Return-on-investment or ROI is a metric that serious business owners use when evaluating whether their choice to spend money on (X) product/service was a wise financial decision. Prioritizing your investments to earn a high return can help your business take the right steps towards increasing your business’ Net Profits. With AdWords, we learned to see the true effectiveness of our ads is not in our conversion rates, cost-per-conversion, cost-per-click or total clicks but rather how much our client spent compared to how much revenue was generated. Our key metric we strive to hit when building a successful AdWords campaign is to improve the overall ROI of our client’s campaigns.