Buying Ads on Google, Bing, Yahoo, AOL and other search engines may be a waste of money.
A 2012 study conducted by GroupM UK and Nielsen demonstrated that users will overwhelmingly choose natural results over paid ones. The study sample include 1.4 billion searches and showed the organic listing won 94 percent of the clicks.
Other similar studies have shown an 80% preference for organic and 20% for paid ads.
Because methodology’s and sampling can be different, of course it’s hard to compare.
Overall when you look at the big picture if you want to market your business then spend your money on organic SEO first, before you purchase paid ads. Once you are well positioned in the organic search result, you can broaden your reach with paid ads.