You can use CustomScoreQuery to combine a scalar field value (e.g. like the
amount of the paid placement) together with the textual relevancy.   You can
combine things anyway you want, e.g.

finalScore = textualScore + 1000.0 * scalarValue.

Or whatever makes sense.  It sounds like you want some kind of step
function, where if there is any scalar value, that overwhelms the score. 
This could do that for you.




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