Hi ... great case study of GAS on New York "TImes" site. Click here to read. Hope its of interest and, better yet, useful.
lagrandedame.com is not ready for Adwords. It looks like a website created by people to whom marketing is "the necessary evil" not the lifeblood of your business. They seem more focused on having a "pretty website" than a website that would make them money. No wonder they had the results they did.
All that article really says is that they didn't know what they were doing when they started and learnt from their mistakes. If they went back to using adwords now, making use of what they've now learnt about the audience they need to target, they'd most likely find it profitable.