I heard a story today from a major airline claiming to have calculated that they effectively pay Google €26 for every completed internet booking coming via the search engine. I assume they meant PNR and not booking, but even at the PNR level it is a higher number than what I was expecting. I’ve got no idea how they calculated the number (ie. whether they factored in people being referred through Google but then returning directly to the site at a later date to purchase), but I thought I’d share the number anyway – treat it with caution.