I say reap the benefits of whatever you are trying to promote by building your own list first. skip adwords for now and use facebook ads if you want to direct link. on the other hand I would also say use google adwords to get them to your own squeeze page which has some kind of content on there (like a review page) and presell them on the product you are trying to promote.
This way you can build a business instead of just paying for ads that are growing someone else's list. I highly recommend that you keep the niche close so that you can use your newly created list to send cross offers to them.
I don't know if this answered your question but maybe made you think a little bit different.
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