In this research, we examine how the number of mobile organic clicks changes when
advertisers significantly change their mobile ad spend. This continues the line of
research of search ads pause by applying it to the mobile platform. We utilize a
statistical model to estimate the fraction of clicks that can be attributed to
mobile search advertising. A metastudy of 327 advertisers reveals that 88% of ad
clicks are incremental, in the sense that the visits to the advertiser’s site would
not have occurred without the mobile ad campaigns.