More or less starting from scratch (but gratefully tapping into the data the Flashpackers had been collecting previously) we built out multiple campaigns with multiple ad groups in order to target the full spectrum of search phrases that their target market were using.
We focussed initially on the terms we could see had converted in the past but also spent a lot of time researching new keywords which we knew might be low volume but would have a much higher propensity to convert (and at a significantly lower CPA). We also set them up with Call Tracking so we could better optimise the campaigns as we knew that half of their enquiries came over the phone. Coupled with some cleverly targeted remarketing ads we had little doubt the leads would roll in.