Utilizing both PPC and SEO is the best possible path
There is a reason why billions of dollars are spent on PPC advertising each year. The top spenders on Google Adwords, for instance, have budgets in the 40-50 million dollars range. These companies spend this amount because they see a good return on investment from it. Small to mid sized companies also have, and importantly, continue to allocate budget to PPC advertising for the same reason.
About 70% of clicks from searches are on organic listings. This is one reason SEO is important to your business. The remaining 30% of clicks come from paid advertising. While most people click on organic listings,
there is data to show that the clicks that come from ads are more likely to result in immediate sales or leads. It seems that people who click on ads are more likely to have a purchase intent, while those that click on organic are more likely to be looking for information.
Utilizing both PPC and SEO is the best possible path to getting the most out of your digital advertising. It should be noted that paid internet ads of any form are not a "set it and forget it" proposition. It requires ongoing, constant vigilance and testing to achieve optimum results.