idolw - 6:31 am on Jul 21, 2012 (gmt 0)
I personally click on ads everyday. Did not do it a few years ago. There reasons why I click:
1/ Ads often have better titles and descriptions vs. organics
2/ I know they advertiser pays for my click so I expect them to care for that money. This often means I get to the right page via ads faster then via organics (yeah, quality of results).
3/ There is no need to scroll.