Google Says Paid Ads Increase Clicks by 50% or Higher

Last year, Google released a research study offering proof that organic and paid search results work together. (“Organic search results” means a listing appears because it’s relevant to given search terms, while “paid search results” are advertisements, such as pay-per-click ads.) Concluding that companies who did away with pay-per-click ads would suffer an 89% drop in clicks, many marketers asked for more details, as this number seemed outrageous.

Google recently released some follow-up research with more proof of the necessity of paid ads for top Google rankings.

New Finding # 1: Paid ads on page one of Google search results are rarely accompanied by an associated organic result.

Google’s research found that within in the first page of results:

  • 81% of ad impressions were not associated with related organic results.
  • 66% of ad clicks were not associated with related organic results.

New Finding #2: Even top ranking sites can double clicks with paid ads.

Google’s research found that even if you have number-one ranking organically, a pay-per-click ad can bring you 50% more clicks.

What does this mean for your practice?

This means that with Search Engine Optimization alone, your site isn’t likely to show up on the first page of Google. Adding a Search Engine Marketing, or pay-per-click, campaign is essential in securing placement in top Google results.

Have Any Questions?

Let us know if you have any questions regarding your Google ranking. We offer both SEO and SEM services. Contact an Advice Media Representative to find out about our packages.

Posted in: Search Engine Marketing


  1. Great article. A lot of people believe that if you are currently ranking high in the organic results that they do not need to be utilizing paid search. With this study, hopefully more people will start getting more traffic with a ppc campaign that they once thought was unnecessary.

    Comment by Michael Bazzanella on April 4, 2012 at 8:01 am

  2. Thanks, Michael. We agree! These numbers really do speak for themselves.

    Comment by kconti on April 4, 2012 at 8:55 am

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