I know people will say it is about testing, testing, testing What I am doing is gathering some opinions / feedback / help I normally do paid search campaigns but this business is lacking in search volume. As far as I am aware; this company is the only one of its type in the UK - Hence, no one is searching for it. The company does restoration of wooden shutters (American, Louvre, Plantation etc), this saves the customer a small fortune in replacing them. The manufacturers know all the big margins are in ripping out and installing from new. They tell / promote to customer's restoration is not possible for the reasons above. When customers are in the buy funnel the conversion rate in pretty much 100% and they cannot believe such a service exists. I have been running search campaigns trying to turn buyers into the restoration route by driving the message in the ad copy and landing page. The bounce rates are high for obvious reasons and of course only a percentage of the customers actually have the shutters to restore. So, I expected low yield but was definitely worth testing. I am pretty new to the Display Network (AKA the beast, stupidity tax etc etc). I have been running campaigns for a couple of weeks, deploying various tests on all the targeting options, adgroup's segmented by ad type/ dimension and target method. Experimented with exclusions, with and without below the fold, parked domains etc. I still can't seem to get any clicks of real value, meaning its not a 100% bounce. I think around three clicks from Gumtree with time on site more than three seconds (I have been monitoring page load times etc). The questions I have are: What would be more effective, bidding by impressions or CPC and why? Would you let Google optimise or control manually in terms of bidding / ad optimisation? Would you bother with Text ads? I seem to drive a huge amount of impressions from spammy sties. What seems to be the most effective display ads (leader, MPU, Sky etc)? How much data should be gathered before looking to optimise? How much budget should be allocated to get any reasonable results? If you are running an Interest Targeted adgroup as an example, would you use exclusions and negative keywords to filter for refined targeting? Any help would be amazing