Thirty-three percent of Internet users perceive a company in the top search engine rankings to be a major brand.(iProspect search engine branding survey: www.iprospect.com)
Pay for It, You Will
I’m not against paid-for listings, not at all. A good AdWords campaign can and will bring profit to a Web site that exploits that offering well. But before we go down the route of paid-for placement, we need to do everything we can to ensure that your site is search-engine-friendly and ranking well, without committing to a financial outlay—and at the end of the day, Ad-Words is always going to cost you money, especially in the short term. Have a campaign but make sure you are maximizing your site to perform well in the natural or organic listings also.
Your target should be to rank high naturally and be featured within the AdWords listings because two listings on page 1 of Google are always going to look stronger than a single one.
Source: Jon Smith-Be _1 on Google_ 52 Fast and Easy Search Engine Optimization Tools to Drive Customers to Your Web Site-McGraw-Hill (2009)