Google Ad words

[Mr Spock]

But uh, yeah, it's usually good traffic, but it's not cheap like it used to, and google likes to raise the minimum of keywords just cuz it can.

That used to be the case , but Google is getting competition from other PPC platforms , Facebook , PlentyofFish and PPV - so they no longer have it all there own way.

You need to have proper conversion tracking in place to know which KWs are converting - then its a simple matter of deleting the non-performing ones from your campaign and increasing your spend on the buying keywords.