Matt Cutts has gone on record as saying they don't use the meta keywords tag. Check out the video.

watch?v=jK7IPbnmvVU

Oftentimes what I'll do for small business clients of mine (service-based businesses) is have a few different types of contact forms through the site. You obviously want some type of form on the contact page itself. Depending on the type of business you may also have an actual page for a 'Request an Estimate'/'Request a Quote'/'Book an Appointment'. The latter type of form would typically be more detailed (i.e, more fields) than a basic contact form on a contact page, but what I've found effective on a homepage, or sometimes on every page of the site is some sort of 'Quick Contact Form', where you're asking for the bare minimum amount of information from the user in order that your client can proceed to the next step.

There's no silver bullet and what works for one site or one industry doesn't always work across the board. I'm a huge proponent of conversion tracking/goal setting and measuring the each form separately.

What I'd recommend is a 'tiered bidding' approach. Don't use different ad groups for different match types.

With tiered bidding you're setting different bid amounts for different match types - specifically, your exact match is the highest bid, followed by phrase and then broad. So it would be something like this:

[red shoes] - $1

"red shoes" - $0.75 (3/4 the price of the exact match)

red shoes - $0.50 (1/2 the price of the exact match)

This strategy  helps ensure that you're paying a fair value for all different types of search queries that are bringing traffic to your site.

Assuming that in this example, you're an e-commerce site selling red shoes, we'll argue the term 'red shoes' is the most qualified search query available. As such, you're paying top dollar for that keyword - $1. (I know your actual CPC isn't your bid price, I'm just saying - for illustrative purposes). If a user searches for, say, 'shiny red shoes', your phrase match keyword will be triggered, and you'll pay $0.75. You're paying a little bit less because, let's say, your shoes aren't exactly shiny, but there's still a chance that user will convert. Lastly, if the user types in 'what are red shoes', your classic informational type of search query, your ads won't be triggered by the exact or phrase match version of the keyword, but they will be triggered by the broad match, and you'll pay $0.50. You pay the least amount for this search query because this doesn't represent a very qualified visitor for your red shoe, e-commerce website.

Hope that helps.