So I met with my prospect client on a new SEO project. I spent a good 4 hours doing some hardcore keyword research. Analyzing his site for various angles: Competitor Research Sales Funnel Keywords Money Keywords Informational Keywords User Intent Keywords And Much More Here is some background of what I did when I met the client initially with my proposal. I include my keyword research in my initial proposal. I am competing against several other cheaper SEO companies so I want the client to really understand the value and the keywords that they will be ranked for along with an estimate on how long it will take to rank. Its over a week later since I met with the client and now I found out that the client is using my keyword list for google adwords can you believe that? On top of that he's not even paying for the top spot, he's paying for the 5th and 6th spot, and his ad copy is complete garbage. Basically he's taking my 3 hours worth of research and paying a low pay per click to rank the keywords in paid search. He thinks he will save money by doing this. I still feel he will use me for seo services, but i feel that he wants to "test the waters first" with my keyword list to see if they are going to produce customers. Here are my key thoughts and questions, I would love some feedback from you guys: What data, statistics and reason why, is he wasting time ranking in paid search at the 4th - 7 spots. Some people say its a waste and you wont get good conversions by ranking at the bottom and its best to be in the first 3 spots. From my understanding your adcopy and landing page can affect your google quality score (what you pay per click, your bid price), can anyone vouch for that? And does anyone have any details or ammunition I can use for that? What is the best way to deal with clients that may have the intention of using your proposed keyword list to simply rank in paid search or even worse, if they just give your keyword list to a cheap competitor? What is the best way to combat against that while still demonstrating and showing value (the last part is important here)? I mean not providing a keyword list at all will be difficult to win the client. If I am a client I would want to know what keywords you plan to rank me for before I give you my money and I am sure you would also if you were the client. So my question here is what is the best way to have a win / win while still protecting yourself as the seo consultant? My thought was to show the client the list, but don't let them have the list unless they sign a contract. In addition to go a step further, maybe give them a list of 5 average ranking keywords so if they really wanted to, they could take those 5 keywords you give them and test them in google adwords. 5 free keywords is better then 500 right? And besides if they get some customers with those 5, they know you are the real deal and they'll want the rest of the list and to be ranked organically. I am very interested to hear how people deal with this problem and other related problems. Thank you so much for taking the effort to read this post, and I hope others can benefit also from the feedback.