Not optimising your PPC campaigns can harm you

I was doing a bit of research earlier and noticed the following ad appearing for the search term "injury caused by an animal":

The SERPS look something like this:

Presumably, as shown by Google's organic results and the top 3 sponsored results, somebody searching for information about injuries caused by animals either wants a solicitor to advise them on filing a compensation claim or statistics about the numbers and types of animal injuries. Certainly the searcher is not looking to buy an animal - even for a charitable cause.

In this instance, only four ads appear which suggests that the offending ad will be shown every time this search result appears - and is unlikely to get many clickthroughs. A low CTR means a poor quality score which means higher bid prices - something a charity can hardly afford, much less the average business.