netmeg - 5:54 pm on Apr 21, 2013 (gmt 0)
I was under the impression he meant that statement with regard to organics.
Measuring organic performance (and conversions)and PPC performance are different. Almost nobody buys off an ad; it's 25/35/35 and a display URL. The ad brings the horse to the water, but the landing page makes him drink.
You do get specific CTR information with ads, and if you're smart, you can test different elements to see what makes a difference. That will tell you if your ad is effective. The ad makes a promise, the landing page should deliver on that promise (or answer the question) the ad started. The conversions tell you if the landing page is effective.
(Very simplistic way of putting it, but there it is)
If he's talking about his PPC performance, the first thing I'd ask is how his CTR has held up and if he's tried rotating ads.