Brad Geddes is one of the acknowledged experts in paid search marketing. I've had the pleasure, and the competitive advantage, of taking his Google Adwords classes in the past. Brad Geddes's presentation "Breathing New Life Into A Tired Paid Search Campaign" at SMX West 2014 is worth a serious look and review, especially for those of us who have been running Adwords campaigns for years. In my case, for over 11 years. Paid Search is too effective for lead generation to be taken for granted, or allowed to wallow on extended auto-pilot mode!