AdWords (and paid search, more broadly) can be an extremely beneficial source of traffic and customers for businesses. Paid search is still the only advertising medium where the customer initiates the action to see an advertisement. Because of this, if you offer a service the customer is looking for and have tight alignment between keyword selection, ad copy matching, landing page experience, and compelling offer, you can have great success.

I've been managing paid search accounts for over 6 years now and if you have any specific questions feel free to reach out!