Applies to genuine ads too. Where there's any cost involved, it's important for ROI to disqualify non-customers at any stage of the funnel (aka avoiding false positives).
e.g. if you're paying $100 per click to attract a specific demographic, you don't want to run an ad that's so intriguing any random visitor will click on it. Not only will you be charged $100 for a dead lead, you'll also be making your ads less favourable to the algorithm, thus driving up future costs and/or making your ads less likely to appear in future.
e.g. if you're paying $100 per click to attract a specific demographic, you don't want to run an ad that's so intriguing any random visitor will click on it. Not only will you be charged $100 for a dead lead, you'll also be making your ads less favourable to the algorithm, thus driving up future costs and/or making your ads less likely to appear in future.