People are always debating about paid & organic search engine marketing, how about taking advantage of both? Yes, in this case, you can have your cake & still eat it!
Testing
You always want to test fast so you pay to let your ads appear on the paid listings. After managing your campaign for awhile, you will know which keywords are converting into leads or sales & which ones are not. On top of that, you will also know which message in your landing page converts best. See your paid search traffic as a marketing test on a small scale before you put in more money & effort into getting more traffic.
Optimization
Now that you know which keywords gets you the best returns for your money, you can optimize your web pages based on those keywords. Since those keywords are already proven to convert, there is almost no risk for you. If your paid search traffic is breaking even, you just need to do organic search marketing to profit since it does not cost too much.
Double Listing
When your website is listed on both paid & organic listing, your chances of getting clicks are so much higher than before. Also when people see the same link appearing twice on the same page, guess what? Not only it draws more attention, it shows them that you are trusted by the search engines.
Summary
Start testing with paid traffic, after that add on some organic traffic. When you are listed twice, you get more traffic & more people actually trust you more since you are appearing twice.