I have a site ranking top1 on google for main keywords and my competitors are running ads so they are stealing my customers, I decided to start AdWords campaign too. After 2 weeks of testing, I removed all the useless keywords that didn't lead to conversion and just cost too much and left the only ones that converted. My conversion process is a little bit complicated so I didn't figure out how to track my converted value, still working on that. The problem: It looks like I am paying way too much cpc for making my ad 1st, I am not sure if i am in roi cause i cant track my adwords conversion since I am getting normal conversion from clicks cause my site is n1 without the ad. There are 2 competitors that are running ads 24/7 while I put my budget fairly high and it runs out in 12-16 hours and my ad position is always on top yet sometimes I do not get conversion even for 1 day. I wonder how my competitors can maintain their business, how are they paying lower? I am pretty sure they do. In my kind of business you also lose % from the sale that you get on the site. What are the tactics to lower CPC?