I don't believe it's SEO's job to directly display ads, anyway. The most important thing is if people start searching Xwin frequently subsequently it will show up more.
It does not matter how many people are searching for a project, because if other companies use SEO - and they use it - then the project will not be able to fight with them.
competition you should know about it
You've selected only one factor to talk about. The most basic logical conclusion for an SEO to come up with when it sees a trend is to continue promoting it. And I believe as I stated before, that healthy competition is basically an engine of success and innovation for any project, especially one on the rise.