It’s complementary.  With Local SEO, you are investing in an asset for your business that can generate leads and sales in the long term. You are also building your brand equity and authority in the eyes of Google and your local community. Paid advertising is a “pay to play” way to get your business found on Google, but can be expensive depending on your geo-location and competition. Together, SEO & paid advertising will help you increase your overall reach and reduce your CPC. (cost-per-click). This will result in reduced customer acquisition costs.