Google wants to make more money - of course they may not be giving you the best advice for your company :-) What I have found works best is to always start pla

Google wants to make more money - of course they may not be giving you the best advice for your company :-) What I have found works best is to always start playing around with the most restricted type of ads. So restrict by location, test, restrict to the most exact keyword or semi exact (instead of general), do not use common words as much as possible (or quote phrases instead of single words), etc etc.