My second tip when considering Google AdWords is – do the keywords you are bidding on provide value for money?

For example, if you were bidding £1 per click, how much would a conversion make you? £10? £100? Knowing this gives you an idea on what return you get on your investment you make into Google – you would know that if you only made £10 on average per enquiry, that to break even you would need a 1 in 10 conversion. Is this possible (or likely)? Are there keywords and phrases that cost less to bid on, but are (almost) the same type of client?

What you must also consider is this – are these enquiries “one offs”, or will these clients come back and purchase your product or service again in the future? If so, it might be that breaking even on your initial Google AdWords is worthwhile.