In general, the higher up on the Search Engine Results Page (SERP) your ad is the less likely it will be to clicked.

This statement is false. Generally, ads positioned higher on the Search Engine Results Page (SERP) are more likely to be seen and clicked. This is because users typically scan the top results first. While factors like ad relevance and compelling ad copy also influence click-through rates (CTR), a higher position inherently offers greater visibility, which usually translates to a higher probability of being clicked. Lower-positioned ads, conversely, are less visible and therefore less likely to attract clicks.