I've heard apocryphal stories of companies seeing reduced clickthrough on search results when they've tried canceling ads for which they are the top (or only) s

I've heard apocryphal stories of companies seeing reduced clickthrough on search results when they've tried canceling ads for which they are the top (or only) search result, especially for extremely niche products. The claimed interpretation was that some customers were interpreting the ad as an indicator of legitimacy.