If you have decided to run your own Google Adword campaign there are 2 or 3 things that can make a major difference to your ROI. One important thing to consider is to make sure the ads you run don’t just land on the home page. The home page is not specific enough for what you want to achieve. The destination url (landing page) should be a page that has been created specifically so that it is all about that particular ad or an existing page that the ad refers to. Google wants relevance. The tighter the content and keywords relate to your ad and to your landing page the better the quality score of the keyword. The better the Quality score the less you pay per keyword.