There is always a cost of doing business, even if it is just your time. For example, you can get free leads from organic search but it will take a lot of your t

There is always a cost of doing business, even if it is just your time. For example, you can get free leads from organic search but it will take a lot of your time to get to a point where your site performs well in the SERPS. Your time has a value because it's finite and you could be doing something more profitable with it. The alternative is to pay for search ads, and it can be costly, but what other medium gives you direct visibility to people who are actively looking for your product/service at a comparable cost? In a previous life I was a tradesman - pre Google. There were two ways of getting business back then. Slowly build-up clients by word of mouth or pay for a featured listing in Yellow Pages. Same problem - different medium.