I know my name is The Lazy Blogger but I was not always lazy...lol Google Adwords is a place you can spend a great deal of money (really fast) and not see much of a return.

First thing...have your webmaster set up tracking on your site so that you can track which keywords generate leads.

I hate broad match (lets google show your ad for things that are completely irrelevant) stick to phrase and exact match keywords.

Learn everything you can about negative keywords

Look at the number of ads for each keyword you choose...if there are 100 ads you will go broke trying to get on the front page (and that is where you need to be)

Do not spend your money on all the fancy keyword tools that people advertise...not matter how enticing it looks. ( I own or have used just about all of them) For your purpose Google's Keyword Tool will be more than enough.

I may have missed it but there is a fella named Perry Marshal who is one of the leading experts on PPC....he has a lot of good free info on his site. Worth looking at.

One last thing....I know enough about Google PPC to have earned their adwords professional designation for what its worth

tlb