Keep in mind that the sales cycle is often much longer when the clicks come from organic results...it's not uncommon for your most clicked organic kw phrases to show little or no direct revenue in your stats during a short time frame...because most people are looking for information when they search and click on org results. AW allows you much more control over the creative and the specific kws to target..
Here's an example. We rank highly for ''marvel mystery oil', and get a lot of organic traffic for that phrase, but the stats show very little $/visitor contribution from that phrase. Turns out a lot of the searches are people looking for MSDS info for industrial applications and not looking to buy it...
YMMV
I always think of AW and organic
seo as complementing each other.