i've just recently been hired and brought in to fix what is a god awful mess. i was brought in as an SEO, but our adwords PPC campaigns are god awful, the tracking code was never in place and the account has been running more than 11 months now, and based on what limited info i have, i've calculated our PPC budget is almost a complete loss, 89.1% loss to be exact. our average quality score is a 4, and honestly i think google is being nice there, and we've got 678 keywords spread out in only a dozen ads, so you can imagine how ugly this is. i've been consulting with a PPC marketing firm who is trying to convince us to outsource the whole thing, which i'm inclined to agree but i know the bosses won't. one of the recommendations the firm gave at this point, which makes complete sense to me, but again i'm getting a lot of resistance on, is to burn the adwords account and create a brand new one and start over fresh. he wouldn't say exactly why but i'm guessing our hilarious calamity of a performance up until now is being factored in to our quality score, namely in to our expected CTR, which is giving us bad CPCs right from the get go. so, would you agree at this point that our account should be scrapped or should we keep working with what we've got? cuz i'm pretty sure i can get the company owner to agree to a new account, but my immediate boss isn't going to like it. i mean if we can slash our CPCs by doing that one little thing, i think its worth it. thx in advance for any help.