Incrementality: The Case for Ads That Add Traffic (Instead of Stealing It)

A common worry with online advertising is: “If we already show up organically, won’t ads just steal clicks we would have gotten anyway?”

Sometimes there’s overlap—but in many real-world cases, advertising creates additional visibility and brings in opportunities you wouldn’t capture through organic traffic alone. That’s the idea of incrementality: ads can add results, not just reshuffle them.

Why ads can be additive

Even when your site ranks well, not everyone finds you the same way—or behaves the same way once they see results. Ads can help you reach people who might otherwise miss you.

• Some people don’t scroll, and they click what they see first.
• Some people are comparison-shopping, and ads help you stay present during that decision window.
• Some searches are competitive, and organic rankings can shift by location, device, and personalization.
• Some offerings need a spotlight, especially new services, seasonal pushes, or priority campaigns.

When ads are most likely to add (not duplicate)

The goal is to make paid search and paid social feel like new entry points, not copies of what you already have. That usually means building campaigns around a clear intention.

• Send traffic to the right page, not just the homepage.
• Lead with a specific message that matches the search or the audience.
• Use proof and clarity so the visitor knows they’re in the right place quickly.
• Measure actions (calls, forms, purchases) so you’re optimizing for outcomes—not just clicks.

A quick mindset shift

Instead of asking, “Will ads steal organic clicks?” it’s often more useful to ask: “Are ads helping more of the right people find us—and take action?”

If the answer is yes, you’re not paying for attention you already had—you’re paying to create more opportunities to earn the business.

Want help building campaigns designed to add real opportunities?Start here.

Coming Next: The Discovery Loop: Why People Find You on Search and Social (Even for the Same Purchase)

Next, we’ll explain why discovery rarely happens in one place—and how search and social often work together to move someone from “I’ve heard of you” to “Let’s do this.”

Want a channel mix that fits your business (and budget)?Let’s talk.