I bet many marketing departments would be happy to switch to CPC, even if it increases costs, because they are paying for results, not traffic. From Google's p

I bet many marketing departments would be happy to switch to CPC, even if it increases costs, because they are paying for results, not traffic. From Google's perspective, this also gets them out of the business of auditing clicks. Giving them insight into conversions at the customer side also gives them another metric to evaluate the quality of content pages where they are placing ads, and potentially for refining their search algorithm.