Contextual ads are those ads you see when you do a search on Google. The advertisers only pay if someone actually clicks on their ad. It seems "pashut" to me that clicking an ad if you know you're not going to buy anything from the site is tantamount to gezel. A friend of mine, however, claims that the advertiser is willing to pay the xyz amount in order to get you to his online store and have a chance at convincing you. Especially since the advertiser goes into this knowing that people may click ads but not buy.

Can anyone think of any sources to prove this one way or another?