Trust Adwords, But Verify
Google has many features that they will say will improve your results. Switch your campaigns from "Search Only" to "Search with Display Select" and you'll get leads from display ads at the same cost-per-conversion as your search campaign! Use enhanced bidding so your ads show on more relevant searches and improve your cost-per-conversion! Add a Dynamic Search campaign and get more relevant traffic! All of these may be worth a trial balloon, but do not assume thy will work