Google Instant increases AdWords impressions

"Although Google Instant won't change the way ads are served, ads and search results will now be shown for a new 'predicted query.' For example, if someone types 'flow' into Google, an algorithm predicts that the user is searching for 'flowers' (the predicted query) and therefore displays search listings and ads for flowers. Those results will continue to show unless the next letters that the user types lead to a different predicted query."

What is Google Instant? - AdWords Help