Vegas21 - 12:42 am on Oct 16, 2004 (gmt 0)

In my experience the conversion rate from content traffic is lower than search based traffic. But, that's not to say it is unqualified. Depending on the size of your spend, you might want to turn it off in your primary campaign and then launch a new ad group at a lower bid price that uses the same ad and keywords but only runs content and not search ads. This is a good way to participate in both but not at the same price point.