Targeting Your Prospects
It is so easy to get going with Google Adwords that many jump in like a cannon ball into a pool and occasionally they can get hurt! In reality, Adwords can be a brutal marketplace where you can lose money pretty fast if you don’t know what you are doing. Google has some good tips here on the basics (which despite the heading that it is for Healthcare and Real Estate) can be used for any industry vertical or local market.
Planning is key for success. So if you are planning to dive in yourself, I would suggest reading a lot of material including Google’s Adwords blog and most of the helpful material that the Adwords team provides. I would master their material before purchasing any more material from other sources.
I think you should always to be very targeted to your local market and the local audience. The more specific the better! And then tailor a specific landing page for that targeted prospect.