For myself - I discovered this when I turned ads off because I was now the first two results for a few keyword phrases. And my visitors dropped, and my sales dr

For myself - I discovered this when I turned ads off because I was now the first two results for a few keyword phrases. And my visitors dropped, and my sales dropped. I did some testing - and my (potentially incorrect) conclusion was that with the ad people ended up going to my site without seeing my competitors (which are pretty much all free downloads). Without the ad, people ended up looking around abit more or something. For me, keeping the ad made me about 10x what I was spending on it.