Well said Sophie,
as someone who runs a digital ads agency,I could not have said it better.However,as someone who is constantly on the “cutting-edge” of new developments.
I differ with you slightly.
Your comment about Adwords being a very good and popular way for getting leads is partially correct.
For people in the know,and there are quite a few,there are sources,that are not only better than Adwords.
Why,because unlike adwords, these are pre converted leads.
In other words, people that are proven buyers ,of products and services that you offer.
So, there’s no need to convert any leads.
Hope This makes things a little clearer.