Ad words is pretty neat. I think the idea is great. For retail business i think it could be very very effective. It would help people get to know who you are and to know your product. If it is set up right i can see how it would help drive people to your site.
At this point for ice cloud im not sure if it would be worth setting up the add words because i dont think that people really such too much on the internet for Ice Cream. In the near future we are going to start selling t-shirts and hats with the ice cloud logo on them. When we start that up i think ad words will be more useful then they would be trying to sell ice cream.