Actually, that's not always that silly - if you have a structured campaign that uses ads to send people searching for specific things to the parts of your funne

Actually, that's not always that silly - if you have a structured campaign that uses ads to send people searching for specific things to the parts of your funnel you have optimized for them you can increase conversions and have a good ROAS even over the same keyword performance organically. It can totally be worth it to do.