a) Research on Your Competitors, Identify your audience and target market, You don't need to target all the world, unless you have millions to waste.
b) Look on your audience (age), demographics, interest and gender (facebook metrices)
c) For Adwords, look on campaign schedules
d) Target specific locations with customized ad designs for your audience, better if you can do A/B ads and landing page testing.
e) Add Site Link extensions, Call No, and address details in your ad, Your ad will look more professional and you can gain better audience trust.
f) Search around your competitors, what they are doing, dont overpay for certain keywords, target the right keyword, as every relevant keyword is not a buying keyword
g) Play with Analytics, see what keyword is driving sales for you, which one is giving you good bounce rate and which one isn't, who comes within 30 days etc.
h) Hire a professional, save your time & costs.
