It seems pretty unlikely that the highest bid ad is as good as the #1 organic search result for the same click. As advertisers get more savvy, these ads genera

It seems pretty unlikely that the highest bid ad is as good as the #1 organic search result for the same click. As advertisers get more savvy, these ads generally go to landing pages (limited navigation, tight funnel). In the rare case that the #1 ad is better than the #1 organic result, you're right-- it doesn't matter. The other 99% of the time, it does.