I am an Adwords user and I like to think I'm reasonably smart with it. However, I met a young guy recently, who taught me a thing or two.

Now this guy is a bit shy and doesn't want his niche to get overloaded so he asked me not to use his real name, so we'll call him Luke. Luke works in a particularly small corner of the property market which, due to local legislation, is only valid in certain countries, but what he does with Adwords is relevant to any market, anywhere.

His website generates sales leads in a competitive sector, but where his competitors are paying 5 to 7 dollars or more per click, Luke is paying less than 50 cents and where they are producing 20 or 30 leads a month, he's producing nearly 100..