>The kicker is basically the cost per ad is increased, which means the budget for an ad-campaign is consumed more quickly. Thus, for example, rather than an ad-

>The kicker is basically the cost per ad is increased, which means the budget for an ad-campaign is consumed more quickly. Thus, for example, rather than an ad-campaign lasting 4 weeks and generating X number of impressions, it lasts 80% of that time with 80% the impressions. Thus, even though the revenue is fixed per ad-campaign, Google would be able to cycle through more ad-campaigns This is, in fact, companies buying less (advertising), which is what I took the parent comment to be asking. It certainly isn't spending less.