Google recently released the results of a second round of their “Search Ads Pause Studies,” stating that 88% of all clicks on search ads are incremental to organic clicks. This traffic is not replaced by organic clicks when ads are paused, and therefore is missed. From March 2012 to April 2013, they conducted studies on more than 300 US accounts, with terms that had an organic listing on the first page, and adjusted for factors like seasonality.
See the results in the infographic below.
