Two estate agents. Both in Sandton. Both spending R6,000 a month on paid advertising. Agent A puts everything into Facebook Ads, gets 45 leads, spends hours qualifying them, and signs one mandate. Agexnt B splits R4,000 to Google Ads and R2,000 to Meta retargeting, gets 18 leads, but signs three mandates from buyers who were already searching "property for sale Sandton". Same budget. Different...