"They get paid anyway" yeah not really. Businesses have margins and marketing budgets. There's only so much you can spend on ads and if those ads don't convert, you go elsewhere, you literally have to. You spends less on Google ads and more or Meta or other channels (influencers, marketplaces, etc. etc.)

Google has to be careful, ads that convert less are less valuable (duh) and what happens is not "well the business will just buy more ads", but "well the business has a 35% gross margin and marketing expenses already account for 20% of gross profit, they can't just buy more ads"