I had an email the other day about helping with PPC campaigns. She is quite new to internet marketing but has a bakery that specializes in cake making. I.e. birthday cakes, wedding cakes etc. I took a look at her ad campaigns. She made a silly (but common) mistake of doing what's called a 'catalogue' page instead of a landing page that she has on her site. By category page, this means that it sends them to the buy page immediately. Yet, they have merely just clicked the ad wondering what it is. You still need to convert them. I know, not a revolutionary changing miracle idea but just make sure you get it right otherwise you could be throwing money away.
It's typical for people just starting out - by the sounds of it you're gonna be teaching them well though