Patricia Hurst has an excellent article discusses the need to craft your paid search advertisements to "pre-qualify" your clicks. Here is what she says —For business-to-business advertisers, getting the best results from each click can be especially challenging.
What is a click worth these days? According to Marketing Sherpa's Benchmark Report, the average click cost on Google in 2006 for a B-to-B service organization was $2.77. It's worth noting that this is more than double the $1.36 average cost for a consumer product click.
While $2.77 might not sound unreasonably high, keep in mind it is an average. Some B-to-B firms advertise in highly-competitive sectors where click costs are in the $10 to $35 range. To further complicate matters, many of these marketers must reach a very small and very specific group of potential buyers, as they are often selling a specialized niche product or service.