They used extremely broad keywords and phrases that are by definition expensive to bid on. For example, one of the terms in the screenshot was "bass lessons".
What is that? Bass guitar or bass fishing? If this were a real business, not only would you be overpaying due to poorly phrased, non-specific ad title, you'd also be hit with Quality Score penalties by Google if you had too many users clicking through in search of bass fishing lessons and exited the page when they realized it was bass guitar.
What is that? Bass guitar or bass fishing? If this were a real business, not only would you be overpaying due to poorly phrased, non-specific ad title, you'd also be hit with Quality Score penalties by Google if you had too many users clicking through in search of bass fishing lessons and exited the page when they realized it was bass guitar.