"if the consumer ... clicks on an ad and doesn’t see information immediately relevant to their search, they will leave the site."

So was the problem really that the adwords didn't work, or that the website copy didn't match what the ad had promised.

Let's not forget, the blog that brought customers had a slightly link-baitish (meant as a compliment here) title, If they had run an add with the blog title, linked to the title with a call to action, what would that result have been?

Great read none the less.