Organic rankings are the way to go but paid is too. Refresher: Organic is 1-10 on a search and paid is the top and to the right ads you see on the search engine sites. It really depends on where you are in the game. If your in inning number one, you have no choice but to get in the paid game unless you have oodles of time. It will take 3-6 months no matter what you do to get noticed on the organic rankings side.
Been in the game for years and have had steady top ranks? Are you a internet marketing expert? Then you are currently king but paid should be considered and tested to verify your ROI. Set a budget you can live with and learn if your targeted keywords are profitable. There is a reason Google is king and that is they have made more millionaires outside of Google than anyone on the planet. Zig Zigler (famous motivation speaker) once said "help more people get what they want and you will ultimately get what you want". Google has taken this to an extreme by helping thousands of businesses be successful by getting their company's content writing noticed on line.
Yes the space is getting tighter and it is nowhere is easy to play as it was, but not getting in the game all together may be a mistake. You will be able to glean data playing in a small way that will help your company on the organic side. You must use a snippet on your transaction page or tie in transactions to see this but it will greatly assist you on what to focus on in the future.