It's not surprising that users ypically trust Google as a search tool, but require much more coaxing to click on paid ads, he writes. Aside from the insight into the confusion around organic and paid search, van den Beld analyzes other points in the survey. For example, most survey respondents admit the paid results are not relevant enough. Thirty-five percent don't typically click on the ads, but 31% say they would when the ads are relevant.