There are several things you can do to make your PPC campaign more effective. 1. Quality Creatives: The benefit of having high quality creatives cannot be underestimated. Have professionally designed banners or highly interesting clickable text in text ads. If you are advertising a product, try to invoke emotion in the viewer which connects them to your ad, this will increase your chance of a click. If you are advertising a service, ensure your creative provides a tantalizing message which will incite the viewer to click the ad. 2. Landing Pages: Ensure that your landing pages, the page people reach after clicking an ad, are interesting but clean and informative. Make your message simple, easy to understand and readable within 10 seconds. If you have not captured the surfer in a few seconds then they will usually click away and go elsewhere. 3. Load time. Ensure the load time of your website is fast. Once people click on an ad you only have a few seconds to get their interest before they click away, if your website loads slowly they may not wait and you will have paid for a click but not gained exposure. 4. Think like a surfer. Think about what makes you click on certain ads over others. Positioning and ad size often relates to clickability of an ad. A 728x90 banner gives you a lot of room to make an impact but it's useless if your message is confused or your creative is substandard.
That sounds like very poor targeting to me. Obviously any pay per click campaign will only work if you are targeting correctly.