itisgene - 4:43 pm on Jan 21, 2005 (gmt 0)

the friend happens to be a business partner and we both designed the sites together. His site targets for US audience and mine for UK (as he is in USA and myself in UK),

You have your answer there, I think.

As an Adwords advertiser, we select US only for the content ads, since our main market is the US. Only a few of the top advertisers may sell their products in the UK and only a few out of those few may use content ads. So, I guess you are looking at mid-bototm advertisers for your keywords I guess.