Exactly. Also, why isn't he trying out with different keywords. Placing all the eggs in a single basket wont get you much. If he diversifies ad campaign across

Exactly. Also, why isn't he trying out with different keywords. Placing all the eggs in a single basket wont get you much. If he diversifies ad campaign across different categories, he will see better results. If he not happy with cost per click mode, he can switch to CPM advertising where ther are lesser chances of fraud.