PPC is often seen as a faster, more reliable and controllable way of earning traffic and sales from a search engine than from organic traffic. There is a lot of evidence to support the theory or claim that Ad traffic has a very high buyer intent – as users associate ads with companies that are live and doing business. Arguing theories against this demonstrate that many users use ad blockers therefore making organic traffic (from SEO) more reliable. There are certainly search verticals or markets which have varying constituencies of users with higher or lower propensities to have an Ad Blocker, for example life hackers, people who like to live off the grid etc.