>(i.e. users were already heading to that site, the ad was just there as google tax)? I saw research which indicates that it is a good idea to pay the google t

>(i.e. users were already heading to that site, the ad was just there as google tax)? I saw research which indicates that it is a good idea to pay the google tax. Users heading to your site may get distracted by your competitors or other stuff. The more ads are shown the less organic results (which are not easy to control) are visible without scrolling. In best case, the search results are showing your ad immadiately followed by your organic result, making up the whole screen real estate. Wherever the user clicks, he ends up on your site. Also, cost per click tends to be lower for brand search terms.