I'm assuming you are talking about Adwords here since it is the Google Adwords section. You increase your click rate by having more appealing ads. Not only will more people click the ads, your quality score goes up and this has the effect of increasing your position and decreasing your costs. In other words, if you leave your bid where it is, you'll get more leads at lower cost.
Testing & optimising landing pages is good for finding the best way to increase leads. Make sure each landing page is optimal though, so that you don't experience any significant drop in Quality Score.
Sorry Cam, could you explain that question? What do you mean you can't get Adwords approved? If Adwords isn't approved where is the traffic you speak of coming from?
I believe that you could also temporarily increase the number of keywords you are targeting. Then once you see the impressions increase on some of them, you will be able to discard the ones that never get seen. Presumably, this will also force you to be more targeted as well.
Increase CTR (increase QS and lower cost per click) Increase opt-in rate on opt-in page or sales conversion on sales page
Yes on page optimizing so testing things and see if you convert better. There targeting options for everyone (even small business) look for heatmaps, website optimzer of google (free) and our tool reedge.com (free) its worth it!
The basic idea is to track which keywords are converting to sales. Get rid of those that aren't. You don't want just traffic, you want good traffic that makes you money.