When Google AdWords was young (10 years ago), it was a great boon to small businesses. As a new player on the advertising scene, it allowed the little guys to compete against their larger competitors and often win. Unfortunately, in the intervening years, the big guys have used their unlimited resources of time and money to catch up. Large companies with large budgets have forced up the cost of clicks and, ultimately, leads, making an AdWords win much more difficult for small businesses.