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I'd definately say go to one his competitors. Realistically, considering he doesn't have much faith in this "internet marketing stuff", he isn't going to work it out on his own. Even if he could work out how to use Adwords, he's not going to get those nice $0.40 clicks now is he.
Update this thread when his leads drop, I wish I could see the look on his face, trying to screw over the little guy.
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