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 the way Google says they will! I have seen many clients run Search with Display Select campaigns where the display ads were generating no conversions at all. That can add up to a lot of wasted spend. That's why it is very important to check the results after you add one of these features to make sure that the extra advertising spend is helping you increase your business, not just going to help Google increase theirs.
Do you need an expert to look at your results and help you figure out what's working for you and what's only working for Google? Contact me today and I'll help you sort it out!