Even though it’s a self-serving piece, Google Research has developed this infographic to provide evidence of how click-through rates change when an organic search result is accompanied by a paid search advertisement. Pairing up the two can help your marketing from two different angles… providing a little more real estate to click on on the search engine results page. The other reason, which may be more critical, is to displace at least one competitor!
Despite what you might guess, calls to businesses are not decreasing as investment in digital marketing grows. Instead, the investment in digital marketing has actually led to a dramatic rise in calls to businesses.