Why is the conversion rate higher when leads come from paid ads vs. organic?

The paid campaigns are always going to bring in higher quality website traffic than organic search results because:

1. Ads have headlines and descriptions - vast amounts of them - that have been optimized for click-through-rate by us and by the algorithms.
2. Organic searchers aren't always going to be sent the correct page. When someone does a search on Google and finds your website in the results, they might not get to the landing page/homepage. They might end up on a blog post, etc. In fact, you can see what percentage of the website visitors enter your site from the landing page/homepage by going into analytics.google.com, clicking on Aquisition, then Search Console, then Landing Pages on the menu on the left.
3. You're also getting a higher percentage of people who are motivated to buy. Many people are looking for information and will end up on an article on your site. The people who do click on an ad are looking to explore your brand/product/service from the perspective of someone who is considering pulling out their wallet.

Conversion rates from paid ads tend to be 6 times higher than conversion rates from organic searches.