On most major Pay Per Click platforms, there is a little known feature called "Dynamic Keyword Insertion". Dynamic Keyword Insertion is one of those "dirty little secrets" used by PPC marketing agencies and is the cornerstone of the millions of Internet marketing eBooks written by self proclaimed "gurus". Dynamic Keyword Insertion needs to be fully understood before it can become marginally effective and when it is, it can increase your ads click through rate (And subsequently quality score) massively.
Conflicts on project teams are a fact of life! Only on rare occasions do conflicts not arise - even on the smallest projects conflicts rear their ugly heads! It's human nature to have conflicts and it arises for any number of reasons, including:
Misunderstandings.
Personality clashes.
Disagreements about the right way to approach a problem.
Egos.