Where do people click the most?
According to the Enquiro "eye tracking" chart to the right, you can see what is commonly referred to as the "Google triangle."

This image highlights two things:

1. the importance of being ranked at the top of the page and not the bottom and
2. organic, natural rankings receive substantially more traffic than the pay-per-click PPC rankings on the right side.

Pay Per Click can get you some visitors, however, the beset long term results come from improving your rankings within the organic listings. 

If your website is not appearing on the first page for your product or services, yo'are allowing your competition to benefit from this profitable position. 

It only makes sense to budget for search engine marketing.

If you're not getting those leads, someone else is.