You can try setting up a ACE (adwords campaign experiment) where you take your 'tried and true' exact/phrase match terms and then triple the bid. See what happens to your ROI. https://support.google.com/adwords/editor/answer/1399246?hl=en Honestly though, if the campaigns were running well and...
Find out what your target market values and wants before you set up any kind of lead capture page or differentiation content. Anything else is complete guesswork and virtually guaranteed to be completely off target. Get some information interviews with members of your target market. Do this by ...
Make sure you've setup advanced analytics. You'll get a better picture of which conversions were direct, and which ones were assisted by another channel. Use tags and make sure your urls include all the detailed parameters - note that savvy users might truncate that link, so use a link shortener ...
The first question you need to answer is who is your audience? Who are you trying to reach with your advertising? If for example, you were promoting a local restaurant, Facebook may be a good choice. If you are trying to reach business owners, LinkedIn may be a good choice (its more expensive tho...