Within competitive niches....You have "lead companies" that do PPC ads and agregate the info. They then sell the info to end users. Terms like: -mortgage rates -insurance rates -credit debt -dui lawyers etc. All produce THE ABOVE kw's are used by Lead companies tha sell lead for the above terms In very competitive search terms....These kw's can go for $12 or more.... QUESTION(s): At What Point does it become Prudent to generate your own leads.....and stop buying from Lead Companies? ~T