Using Google AdWords, I can bring legitimate traffic to your website by first knowing what you do. Then I'll conduct a keyword research to see how well services or products similar to yours are searched in your target location monthly and the cost. Using keywords that are intention driven out of the lot, i'll be able to setup a search campaign which will target users of these keywords whenever they are searching for something related to what you do and then with the help of an Ad I can bring legitimate traffic to your website.
A display campaign can also be used to if after conducting a keyword research and it is seen that people in that location aren't searching too well for that kind of service. In this case, I always advise that awareness is key first, and that will be done by knowing your target audience demographic, interests or websites they frequently visit.
Landing pages have to be peculiar to what your ad and keyword says. For all of my campaigns, I always place ads and direct each product or service ads to the relevant landing page. Failure to do this will reduce Adrank, lower quality score, increase your Cost per click which will make your ads show less or deplete your budget.
To generate leads, the search engine campaign is still the best which I initially stated. A keyword research will be conducted to garner medium or highly search keywords, hugely relevant to the business. These keywords will be used in the adroup to create a campaign which will bring relevant traffic and conversions as we optimize. Conversion tracking will need to be setup and installed on pages that signify a conversion on your website so one can actually see what campaigns, adgroups, keywords, ads, etc that are working and what isn't. Then we can optimize for better conversions as it goes on.
Setting up a search and display campaign is quite easy. I have done that too many times, I can't possibly start saying all the steps here, but I can show you once you chat me up to clear your doubt.
I am a Certified Google AdWords Specialist with over 4 years experience and I have helped quite a number of brands and businesses generate great results with my expertise.
Marketing is not a one size fits all. One needs to know specifically what a client wants to market before one can conduct researches and come up with budgetary, bid and strategy plans.