A Big Surprise!
Free is better than paid service? And this is true.
According to Search Marketing Professional Worldwide, Q1 2014, Performance of product listing ads in relation paid search is much better. Marketers across the globe are finding greater success with Google's PLA's than any other types of paid search. IN Q1 2014 Search marketing professionals worldwide rated the performance of PLAs as atleast better than paid search.
Reacting to the above world wide marketing professionals had already started to dis-invest money from existing paid search budgets and putting this towards PLA's.
Though PLA's are drawing more attention, these wont be replacing the traditional paid search ads in the near time. Adding to this paid search ads are expected to improve their performance in the coming years.