As someone who has worked in Paid and Organic search with large companies, it always frustrates me the way Google does this research. They need to break it dow

As someone who has worked in Paid and Organic search with large companies, it always frustrates me the way Google does this research. They need to break it down by Navigational, Informational, and Transactional query types. My company's experiments have shown that for informational and transactional, there is some (although not 50%) incremental benefit to a Paid Ad on a search where you are ranked organically #1. For a Navigational Search, every single experiment we performed resulted in Organic traffic exactly making up for the drop-off in Paid when Ads were turned off. Finally, they never factor in opportunity cost. By bidding on keywords where you are already ranked #1 organically, you are using budget that you could have used where you aren't ranking organically at all.