Given the traffic acquisition details, it seems like not many users utilize a method of paid search to access NWTC content. Depending on how much NWTC pays for their paid search campaign, it may not be worth it if only 10.8% of total views over the past month came from those paid searches.
Based on this data, as well as the current budget allocated to running a paid search campaign for NWTC, it may not be worth it based on the traffic amounts compared to organic & direct searches.