A new eye-tracking study that examines how people view Google search results for hotels shows that searchers are less likely to review results in the traditional “F” shape and are more likely to start at the top left, then move to the right, then gradually down and to the left.

So why does this matter to you? Well, because the paid ads are at the top left of the page. In fact, when asked where they would click first, more than half of those surveyed said they would first click on a paid link.

Of course, this study only examines hotel search results, but it stands to reason that if you have a business or product people are searching for, perhaps this example shows that paying Google for search results might be worth your money.