I have a friend who runs his own adwords campaign and spends a 5 figure amount each month. He did pay to get to the top and was spending a lot so has recently changed a few things to maximise his budget: 1/ Not chasing the top spot and lowering his top bid on the big terms 2/ Introducing typo's of the main keywords 3/ Adding a lot more variants of the keywords and more specific terms. 4/ Advised to introduce negative keywords to save money 5/ Make sure his landing pages are relevant to the ad What he is looking for is an experienced adwords campaign manager to look over his spreadsheet results in a few weeks and offer advice on how to improve further. If anyone feels they could do this then please PM me with your contact details, experience & fees.