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It would probably be worth you looking at your logs and looking at the keywords that people are searching for and then including these into your CPC program.
The reverse is also true - you may find you're picking up searches for unwanted keywords - so you can add negative keywords too.
Looking just at Google, last year we received organic traffic from about 13,000 different keywords. Conversion rate was around 2%.
Using adwords, we bid on 185 keywords with a conversion rate of 5%.
We are constantly monitoring CPA on adwords and we quickly stop ads which aren't making us money.
The other thing for us was that the return on investment just could not justify it.
But with all that said, when we did do PPC, we had a much better conversion on Yahoo vs Adwords for like terms abd because of that, we continued with our Yahoo PPC long after we gave up on adwords.