Of the R8,724 spent on Google Ads over the last 120 days, R3,907 (44.8%) went to branded search terms where Kunjani already holds an organic position of 1–3. Every click on those ads likely displaced an organic click that would have happened anyway — at zero cost.
| Search Term | Paid Spend | Paid Clicks | Organic Pos. | Organic Clicks | Organic CTR | Campaign |
|---|---|---|---|---|---|---|
| kunjani wines | R1,669.93 | 325c | 1.9 | 371 | 18.7% | Brand |
| kunjani villas | R735.07 | 143c | 1.3 | 99 | 18.1% | Brand |
| kunjani villas stellenbosch | R552.21 | 97c | 1.3 | 102 | 24.3% | Brand |
| kunjani | R232.28 | 82c | 2.8 | 57 | 2.1% | Brand |
| kunjani villas & wines | R183.49 | 57c | 1.4 | 78 | 27.0% | Brand |
| kunjani villas and wine | R146.02 | 53c | 1.2 | 23 | 19.0% | Brand |
| kunjani wine estate | R85.29 | 17c | 1.3 | 17 | 22.4% | Brand |
| kunjani stellenbosch | R67.50 | 16c | 1.4 | 8 | 12.5% | Brand |
| kunjani restaurant | R65.18 | 16c | 2.7 | 42 | 16.0% | Brand |
| kunjani wines menu | R38.91 | 14c | 3.0 | 10 | 7.0% | Brand |
| kunjani wine | R35.70 | 13c | 2.2 | 14 | 31.1% | Brand |
| kunjani wines restaurant | R33.43 | 11c | 2.2 | 6 | 14.6% | Brand |
| kunjani wines photos | R26.62 | 8c | 2.1 | 2 | 2.2% | Brand |
| kunjani restaurant menu | R19.56 | 7c | 2.1 | 4 | 20.0% | Brand |
| kunjani wines stellenbosch | R16.31 | 5c | 1.6 | 2 | 18.2% | Brand |
| Search Term | Organic Pos. | Impressions | Clicks | CTR | Opportunity |
|---|---|---|---|---|---|
| wine farm accommodation stellenbosch | 12.3 | 1,083 | 2 | 0.18% | Page 2 → Page 1 = high-volume win |
| bottelary road accommodation | 11.0 | 1,038 | 0 | 0% | Just off page 1 — quick SEO push |
| accommodation in stellenbosch wine farms | 10.6 | 494 | 0 | 0% | Bottom of page 1 — needs title/meta work |
| stellenbosch accommodation wine farm | 11.4 | 491 | 0 | 0% | Just off page 1 — duplicate intent as above |
| stellenbosch wine estate accommodation | 12.5 | 599 | 2 | 0.33% | Push to top 5 for major CTR uplift |
| luxury accommodation stellenbosch | 14.8 | 112 | 0 | 0% | High-value intent — invest in page optimisation |
| wine farms in stellenbosch with accommodation | 10.7 | 647 | 1 | 0.15% | Bottom page 1 — low-hanging fruit |
| stellenbosch vineyard accommodation | 12.6 | 349 | 1 | 0.29% | Complements wine farm terms — cluster opportunity |
Kunjani ranks position 1–3 for every major branded term. The organic CTR on "kunjani wines" is 18.7% — meaning Google is already delivering highly qualified clicks. The paid ads are appearing above those organic results, often to the same person, creating a scenario where Kunjani pays R4–R5 per click for a visitor who would have clicked the free organic result anyway.
"Kunjani" alone (pos 2.8 organic, 2.1% CTR) is a weaker performer — the word has a popular meaning in Zulu ("how are you?") which drives most searches. The 2,708 impressions mostly aren't accommodation seekers. Still, at R232 spend, the ad likely isn't reaching the right intent either. Consider pausing and monitoring organic click impact.
Terms like "wine farm accommodation stellenbosch" (1,083 impressions, pos 12.3) and "bottelary road accommodation" (1,038 impressions, pos 11.0) have massive search volume and Kunjani is just off page 1. Redirecting even half the wasted R3,907 into an SEO push on these terms could generate far more compounding, long-term value.
If competitors are bidding on "kunjani" branded terms (check Auction Insights in Google Ads), a small brand defence budget may be justified — typically R500–R800/month is sufficient. The current R3,907 spend is 5–8x more than needed for a defensive brand campaign.
In Google Ads, add all 15 brand terms listed above as exact match negative keywords at the campaign level, or pause the Brand campaign entirely. Monitor organic click volume in GSC over the next 30 days — you should see organic clicks absorb the displaced paid traffic with no net loss in visits.
Before switching off brand bidding entirely, check Auction Insights (Google Ads → Campaigns → select brand campaign → Auction Insights). If competitor overlap rate is above 20%, keep a small brand defence budget (R500–R800/month). If overlap is low, pause with confidence.
Terms like "wine farm accommodation stellenbosch", "bottelary road accommodation" and "stellenbosch wine estate accommodation" have combined impressions of 3,500+ with near-zero CTR because rankings are on page 2. Use the recovered budget to run targeted ads on these terms while simultaneously optimising the accommodation page for these queries (title, meta description, H1 update).
Create or optimise a dedicated landing page targeting the cluster of "wine farm accommodation stellenbosch", "stellenbosch wine estate accommodation" and "wine farms in stellenbosch with accommodation". Combined these terms have 2,300+ monthly impressions. Moving from position 12 to position 4 on these terms could deliver 50–80 additional organic clicks per month — at zero ad cost, in perpetuity.
After pausing brand terms, watch GSC weekly for: (a) organic click volume on brand terms — should hold steady or increase as users click the organic result; (b) overall conversion rate — if it drops, consider a small brand defence budget. Re-run this cannibalisation audit in 90 days to validate the impact.