When creating a campaign in Adwords, I have different expectations click through ratios (CTR) for different niches. Typically, I try to shoot between 2 to 10% (i.e. 2 to 10 clicks per 100 impressions).
But it could be reasonable to have different expectations for CTR for something like adgridwork.
You're right, though, I wonder how they regulate people clicking on their own ads. I guess, however, it could be rather difficult for someone to surf the web to find his/her ad on some other page, and then click on it a bunch of times.
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