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A certain amount of paid search allows you to influence the message above the fold. With no ppc, "pump in" competitors can steal more customers. This is especially true on mobile search results. Not sure if you have cancelled yet, but when I searched 'Chevrolet in Shreveport' on my iphone, Mansfield and Red River were above the fold with ads and map results. A lazy person not scrolling down might not see your organic result below. Frustrating, but it's a Google world.