Without seeing your adword ad this is only a guess but...
Apart from the internet marketing forums most people who use the internet either don't have or don't control their home web sites. To get link exchanges you need to target the webmasters. You will probably need a completely different adword to do that.
While certainly heavy work a proven process to generate high quality links is:
- manually search the internet for related or complementary sites
- looking at their page rank and relevance to your site
- hunting out the email address of the webmaster for sites that you like
- then sending a personal email asking for the link
There is plenty of software available on the internet to do this for you. Most notably Zeus and Arelis. My experience is that you are just as well doing it for yourself.
There is growing speculation that Google might take action against sites with inappropriate links too. The manual process tends to guarantee high quality, themed links.