Conservatives are more likely to click on sponsored search results...

[rcjordan]

https://theconversation.com/your-politics-can-affect-whether-you-click-on-sponsored-search-results-new-research-shows-239800

....and are likely to be more trusting of sponsored communications than liberals, who lean toward organic content. Conservatives were more likely to click ads in response to broad searches

[ergophobe]

I was sure from the headline that this would be an artifact of age, but apparently not.

My personal approach is to avoid ads for smaller businesses because I don't want to waste their ad spend and to click on whatever is easiest for big businesses who know exactly with which fire they are playing.