Campaign Budget: $450 (not a huge budget)
47 visits
27 phone calls - 20 of which were potential new clients. 15 new clients confirmed.
I can't disclose the campaign or the client. But I can discuss the lessons.

We know Google’s algorithm changes daily. Some insist that the reason is so no-one becomes complacent with their rankings. A well run business demands a predictable environment. However, an excellent business in today’s market must also know how to deal with change. Google is part of that changing landscape. By maintaining a modest pay-per-click account, any business can hedge their bets against the less than predictable changes in the Google landscape. But let’s give Google the benefit of the doubt and assume that their changes are evolving to a more quality driven search.

I never click those! Ok, so maybe you don't. But someone does. In fact a lot of people do. How do I know? Well, for one, it's all trackable. Beyond that, what makes someone click one of the Google Adword ads as opposed to going straight to the organic? Well, there is some science involved and yes even a little slyness on Google's part. Haven't you noticed?