How does the money back guarantee work?

I guarantee to improve your return on investment (ROI) with AdWords or your money back, the following conditions apply:

1. Please be reasonable with your refund requests. To be eligible for a typical refund it requires that you return something you bought. But unless you have a time machine, you cannot give back any of the time I spent working on your AdWords campaigns.
2. You may cancel at any time but to be eligible for the money back guarantee you need to give me at least 3 months to demonstrate success.
3. I cannot refund the money you pay directly to Google for display of your Ads. But I can refund what you pay me to manage your AdWords campaigns. My liability is limited to returning my management fees.
4. To avoid abuse of this money back guarantee, I will only ever refund up to 3 months of management fees. To clarify, if you ask for a refund after 6 months, you will receive a refund for only 3 of those 6 months.
5. My refund offer is performance based; so you are NOT eligible for this refund offer if my work has improved your ROI with AdWords—when compared to before I took over.
6. If this is your first time using AdWords, or prior to my help you didn’t have conversion tracking setup correctly, then you’ve got no previous conversion history and are NOT eligible for a refund; this is because there is no way to objectively judge before and after performance.
7. I will also compensate your pain with two free months of AdWords help if you’re eligible for a refund.
8. Refunds are not automatic, you need to make a request via email. All refund requests need to be made within 30 days of you no longer using my services; otherwise you’ll be outside the refund period.
9. There can be no refund if you’ve used my services for less than 3 months. This is because it takes time to see better performance, to make adjustments, and accumulate statistics on what is and is not working.
10. To clarify, ROI is how much profit you've made from your ads compared to how much you've spent on those ads.^[1]
11. For the sake of this agreement, ROI will be defined differently for lead generation websites vs. ecommerce stores. If your business generates leads, the cost of goods sold is just your advertising costs, and your revenue is the amount you make on a typical lead.^[2] For e-commerce stores, we can track online transactions right down to the dollar amount in Google analytics—I will use the ROI metric in analytics to define success.

My refund offer is one of the best available; many of my competitors don’t allow refunds.