Many businesses consider Google AdWords to be a money pit. They try it, they don’t get a return on their investment, they stop. This is because Google makes it easy to waste money by showing ads to many people who are not really interested in what the business offers. These searchers click your ad, but arrive on your site to find that it’s not what they were looking for, because your ad was shown for the wrong search phrase. ROI can be low or even nil.
We run very closely organised campaigns to make sure that ads are shown only to people that are very likely to be interested, when they are interested, and where they are interested. The result: the spend goes further or can even be reduced, as the ROI goes up.