Don't forget to try variations of the ad text, use the keywords from each individual search term you are purchasing. CTR is also important so start with keywords that are highly relevant and use exact or phrase search, this should give you enough to get started but ultimately its an expensive...
I genuinely feel sorry for small business who try to get into seo services and are relegated to trash like this who can afford to undercut real providers because they don't actually provide anything of worth.
I wonder if making changes to the sites structure triggered something? perhaps google passed over your site with some of its newer techniques previously because you have been front page for so many years.
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