i'm going to call the kettle black
"I know that sucessful adwords campaigns require engaged analysis and they often require changes to the business process and website. Really what this means is once a sucessful campaign is running you need to optimise not only the campaign (source) but also the funnel."
he doesn't like using spell check like me
( successful )
"That way I have a gauranteed source of leads forever." now he guarantees typos
but overall i like his honesty approach.
tim