Best options to save PDF for web?

I'm trying to save a PDF with CS5, which if saved at high-quality for print comes out to about 144mb. It has 30 pages, high-quality pics at 300dpi. The problem comes in when I try to save for web, I save as Interactive, and if I lower it to 72dpi it becomes unreadable, so I try 150dpi and it comes out ok, but at 40mb.
Yet I constantly see other PDFs around the web, of catalogs which have over 140 pages and only 19mb, or 54pages, and only 7mb, and yet the quality looks really good.
How should I save, and what options can I use to make quality reasonable yet in low MBs?

You may want to try optimizing PDF see link:
http://indesignsecrets.com/document-overhead-in-indesigns-pdf-can-be-huuuuuuge.php

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