Hey guys new to internet marketing and this forum. My dad owns a bulk chemical distribution business with an actual location and also a website, which is not an e-commerce store, but has a contact form in it. I want to do a google ad words campaign for relevant keywords. Would this be a viable method to generate conversions as in phone calls, sales, or leads? What should I watch out for, and where should I look for information. I have been going through the adwords certified fundamentals study guide and reading it as well. Do I want the campaign to also run on the google display network as well as the search network. What kind of negative keywords should I include? How best to monitor conversions? I was thinking after someone complete a contact form, but would it also be a good idea to look into turning the website into a ecommerce store?