One can set one's phone number in the ad and customers can directly click call and place an order.
This way they can tap a customer well before he/she compares you with your competitors. As this space would be nascent, businesses would not have high bids to pay.
Businesses should not look it as pure ROI terms, they should consider the long term association with the customer(Customer Acquisition). They should use AdWords as a business development tool. The extent of customization and targeting AdWords have is amazing and should be exploited by all the intelligent local businesses to stay ahead of the competition.
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