The next comment/lesson comes from a conversation with @dfwbroker
Here’s the issue:
Average rankings have stayed the same
Impressions have gone “up” (meaning more searches on those phrases)
And yet clicks have gone down.
check it out…
How can this be?
The answer to this one is actually pretty simple: Google wants more ad revenue.
Over time Google has gotten better and better at ensuring people click on ads, and thus as that CTR has improved, it means less traffic for the organic results that come “after”.
Also, if you’ve looked at any competitive local result over time, you’ll notice that Google also is including a lot more into the mix (images, reviews, videos, FAQ’s etc) all of these things can either push your organic rankings down the page (even if you’re top 5) or draw attention away from organic rankings to the other elements.
There are 3 solutions to this:
#1: You need to get to the top 3 now (not top 5 and certainly not top 10) with #1 or #2 preferred (the CTR is much higher there)
#2: You must focus on CTR optimization (not just rankings) there is commentary on this above. Here is a link on CTR as well.
#3: You need to leverage any other elements you can on the page to get additional references (FAQ’s, Google Ads, Your Google business profile. Try to dominate your local SERP
A special note on AdWords: There is data to suggest that when people see your ad (even when they don’t click on it) and “then” they see your organic result, they are more likely to click on it (they register consciously or subconsciously that they have seen you already),
This is also great for branding, I call it the 2 billboard effect.
What you want should look like this 
