In my opinion, if you want to enhance Lead Conversion in Adwords, you should take advantage of:
1. Creating great but unique ads that highlights your business promotions, sales and discounts that help boost your Online Advertising Goals.
2. Use re-targeting or re marketing
3. make sure to use Extensions: sitelinks, callouts
4. Use mobile ads
5. Be competitive in the sense you know what your competitors are.
6. invest in the best keywords
7. target very good placements for your ads. Your personas should be there.
8. Make sure conversion tracking is implemented and Google Analytics is linked to Adwords account to optimize accordingly.
9. Make use of Ad Customizers
10. Don t leave your leads to get cold. An email should be sent or a welcome call.
Note I provided you with some helpful links to sharpen your knowledge about some new features in Google Adwords that can improve your LC.
I hope it helps.