The precise market changes things ... immensely. (Naturally, I'm already assuming that people understand they must also have the right keywords, and heavy modifiers on negative keywords, etc.)
Financial services mostly do exceptionally well with Adwords, where they are the type where we feel we understand the product. So, loans and mortgages both do very well in my experience, and I have done SEO for companies in this area that only came to me because they'd literally run out of inventory in PPC and couldn't spend any more on the working keywords (because they were buying all the clicks there were each month).
Financial services are one of a variety of markets where suppliers will often pay anything from £100 per lead upwards. Others used to include most utility (gas, electric, water) suppliers, but I'm unsure as to how the increasing ease of changing supplier has impacted that in the last few years. Generally, any commodity service, with a high lifetime value would often fit into this category. For that reason, I'd expect domain hosting to fit too.
All areas people find very boring to 'shop around', are unlikely to be swayed by anything but price and brand-perception/reliability.
Of course, people have a harder time truly 'costing' SEO, because as those of us with plenty of skin in the game know, good SEO is very far from free, or accidental. I have certainly seen companies spend huge amounts of man-hours and money both on things that did not give the financial results that putting the same money into PPC might. But, I can as clearly say that I've seen people blow huge budgets badly in PPC too where they made similarly bad investment choices. Not everyone that invests in SEO sees success, and where with PPC ads that are not seen are not clicked and not paid for, SEO efforts that are not seen were no cheaper at all.
What I'm saying is that there are circumstances and reasons where PPC has an advantage, and ones where it does not. As my father used to say (of almost everything): circumstances alter cases.