Google Search Ads are all about Optimisation.
Often we start with hundreds of keywords only to arrive at the 10% which really matter - and the rest which do not.
In the Screen Shot above we're spending nearly Rs. 30,000 a month, for 47 sales - averaging at Rs. 631 a sale.
Post Optimisation - we were able to increase sales to 62 sales, with a 50% decrease in ad-spend - now averaging at Rs. 307 a sale!