well the main problem is documenting campaigns, ads and there results. Right now I am using Adwords editor to manage my campaigns and ads. Hypertracker to A/B split-test landing pages and google analytics to track goals (opt-ins, time on site and pagesviewed).
Of course I have been tweaking and comparing ads a bit increasing the CTR quite significantly. For the sake of future reference, I have not deleted any old ads; this does however clutter my adwords editor.
I would like to store this information, it might prove helpful in the future.
The goals however are: more opt-ins, more calls and ultimately more cash.
What do the real pros do, they must somehow document campaigns results.