Diamonds in the Rough: The Google Adwords Campaign

Fellow Blogosphere Readers:  I admit it, I succumbed to the hype and launched a Google Adwords campaign.  What is it?  Its the "pay per click" that happens when you punch in, for example "San Francisco Estate Planner" and a bunch of names come up on the right-hand side of the page.   These spots are auctioned off to bidders who pay each time someone clicks on their ad.

Initially, it worked well in bringing traffic to the site.  But here's the problem:  there is no pre-existing relationship with anyone affiliated or associated with our firm, so it is a completely anonymous view of us.  It commoditizes the particular service advertised, and when your service becomes a commodity, the only remaining determinant between your ounce of gold and someone else's ounce of gold (or whatever commodity) is . . . what?