[Owen]

Before saying that "Google isn't for everyone", it's worth looking into what sort of campaign he set up on Adwords. If he's simply attracting the wrong type of person to his website, then he's not going to get the sort of behaviour he's after.

Had a mate of mine running an Adwords campaign for a Joke Shop. He got lots of clicks from people looking to READ jokes and not actually spend any money on his products ...