Urgot's W seems underwhelming

So basically just from the few games I've played him and also seen on enemy champions, I feel his ad ratio for his w is very weak. I mean it does 108% total ad +12 damage at the max rank. Considering rank 1 - 3, you deal 60% 72% and 84% total AD + 12 damage, it's like you might as well just auto attack instead cause your w still has a chance to hit other targets. Sure it can still proc your passive faster, but I don't think it's a useful ability at all even though it looks like it should be the first ability maxed since it's the most consistent dpsing ability. Does anyone else get this feeling too?