I've also had a lot of success with Adwords in the past even though my monthly budget was low 5 figures only.
He is spot on about the landing page but there is one more thing I learned that played a key role and that is something called the keyword smell. Basically what it means is your landing page must match the keyword you're targeting. If you're bidding for "home windows for the elderly" but the landing page headline says "home windows" you will lose the lead. Plus google will also never optimize your ad for clicks. Even if they have to optin and go to another page just don't lose that smell. It can work wonders for your campaign.
I find this advice to be outdated. Unless the actual page offers real contect around the intent of the searcher, I find the quality of these leads and conversion rates drop.
He is spot on about the landing page but there is one more thing I learned that played a key role and that is something called the keyword smell. Basically what it means is your landing page must match the keyword you're targeting. If you're bidding for "home windows for the elderly" but the landing page headline says "home windows" you will lose the lead. Plus google will also never optimize your ad for clicks. Even if they have to optin and go to another page just don't lose that smell. It can work wonders for your campaign.