Trust, ad spend credits, potential access to content to fuel thought leadership content development. If you have bigger accounts you may get access to adwords pilots/betas. Jeff

7-days is difficult without knowing the vertical and whether there's a web to app crossover and unified customer definition, but I'd say 10% would be incredible.

You can try setting up a ACE (adwords campaign experiment) where you take your 'tried and true' exact/phrase match terms and then triple the bid. See what happens to your ROI. https://support.google.com/adwords/editor/answer/1399246?hl=en Honestly though, if the campaigns were running well and ROI only improved by cutting...you're projection is really an imaginative narrative. Also - I'd try to find your cost per new customer, provided you're single channel and have a good working customer definition. best, Jeff