I'm just about to launch some new campaigns primarily based around long tail keywords within a market i know and understand. (Sorry, i won't tell you the industry, because it's pretty small and don't want to dilute my market share at such an early stage!)

Most of these terms have little to do with the industry directly, it's pretty much an indirect market.

With regards to relevency it will be hard to ge these terms into the ad, the LP won't be a problem, but i know this will affect my QS and, accordingly, my bids.

My questions are thus:

Would trying the words in content allow me to use these KWs easier, because i think i will get slapped in Search because the majority of the words won't appear in the ads? In other words, can i pull off an ad that doesn't include the KW i'm targetting in content?

What or how much can i get away with in content?

Cheers