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I personally have found that sometimes one needs to alternate between several campaigns with different keywords. Many people don't realize it, but one can inflate the cost of their own target keywords. I usually let my strongest keywords run on weekends, but I do give them a breather during the less busy days to get the PPC costs down again. Also, check your SERPs for those keywords on a weekly basis. If you find yourself significantly up in SERP rankings for a particular keyword that you also use for the PPC campaign, it may not be worth to spend any further money on that keyword through Adsense.
Have you explained to your client that Adsense is a temporary solution to gain traffic while a site is being SEO-optimized and built up? Don't get me wrong, if your client's company is a big, successful business that already is ethically (and I emphasize, ethically) SEO-optimized, there is nothing wrong with having a PPC campaign as well. But if it is a small to medium business that is aiming to build a brand and establish itself, you need to tell them to not expect Adsense to be something that they are expected to do indefinitely.
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