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Here’s the Top 10 categories of Google Ad Spend for 2011, including the top five advertisers per category. Of the $37.9B in revenue, 96% came from Advertising.

Here are a couple of observations you might be able to apply to your startup:

• Look at how the Finance and Insurance industries have matured over time. Today there are lead aggregators that generate leads and resell those leads to Insurance companies. This same lead gen model applies to other categories as well. If your market is competitive, look for similar trends
• Look at the adjectives used to describe the product and look for similar adjective that you can apply to your AdWords campaigns.