Quality of your landing page, relevancy of keywords to landing page, competitiveness of market for that niche, click-through-rate of ad...
It's all relative to your website and the market you're operating in. Try bidding for lower positions. It's not strictly proven that people will automatically click on the first result they see. But also target your ad specifically. You may want to create an entirely new ad group just to capture those people you are targetting. Joe, Accounts Manager, PinkSheep