We decided it would be best to do an account restructure here that focused on segmenting by devices and match types. We also used Single Keyword Adgroups so we could tailor the ads and landing pages to each keyword. A major challenge was there was tons of competition and people often search for competitors. We used match types and negative keywords to filter the competition keywords. We also used our continuous A/B testing model both within Adwords and on landing pages to drop lead cost.