Some will find google adwords very costly and strict for their pcc campaigns. Even though adwords is the no. 1 choice there are other alternatives to it which can generate a very good targeted leads and also local leads they are:
the top ten ppc search engines in the world=
1 Google adwords,
2 Yahoo search marketing,
3 Miva,
4 Enhance,
5 GoClick,
6 MSN ad center,
7 7search,
8 Search123,
9 SearchFeed &
10 ABCsearch
Try out the other ones also as they are also good for targeting more.