PPC marketing should get you leads, IF your keywords are right. Its getting the right keywords thats the difficult bit and either takes some time to research and experiment or get help from a good SEO/SEM company. Either way its money. Pay them or lose your own time which is worth money. The problem with PPC is if you pick the wrong keywords or phrases, it will cost you and you will get nothing out of it. For example, if you went with a PPC campaign with the keywords "hormone replacement therapy", this phrase isnt necessarily people looking for your type of services. Looking in Googles Keyword Analysis tool, you get results like "hormone replacement therapy side effects", "natural hormone replacement therapy", "what is hormone replacement therapy" etc. So you would potentially get people clicking on your ad, you pay for the click and then they dont find what they were after. No sale
Sorry if ive stated what you already know. Thought id jot it down incase you didnt and for other people looking at using PPC. Google Keyword Analysis tool is great for working out keywords and phrases, number of searches for those phrases etc. But like you said before, it takes time. Id hate to think how many hours ive spent on that tool and sitting manipulating spreadsheets