Advanced Conditional Formatting / Calculations

Hi there,

So I have received a task I find somewhat impossible and would love some help.

I have a matrix looking like this: 

Expanded:

What I want to achieve is the following:

1. I dont want any numbers in the "Exceeds" column to be red in the "Category 1", even if they exceed.

2. I want numbers in Category2 to be red if they exceed.

3. I want the "Total number" in the customer row, to be red if the total amount of all the rows exceeds the expected (including the category1 numbers)

Right now as you can see the exceeds number is red on the "Customer" row, I only want that number to be red if a row in "Category2" exceeds the expected OR the TOTAL sum of all the numbers exceeds the TOTAL expected sum.

EDIT:

I made the following in Excel, hopefully it makes more sense what I want to achieve.

There is 4 examples here, I dont mind if the column "Exceeds Expected" says 0, is blank or has a number under "Category1", main thing is it doesnt become red and is still included in the total (customer) row

I hope the above made sense.