Google Adwords & Analytics Overhaul

We want to overhaul our Adwords campaign to improve our ROI. The purpose of the campaign will be lead generation. The project will be to ensure the following:

1. Set up Goals correctly (leads)
a. Form Completions (ensure page URLs are included).
b. Telephone calls.
c. Chats
2. Ensure Conversion tracking is correctly set up.
3. Is it possible to use customer match lists to restrict who sees our AdWords (for example, only schools in our contact list will be able to see our Ads)?
4. We want to ensure that all analytics/data from the campaigns is clearly displayed.