When trying to differentiate yourself from the competition, there are a multitude of techniques that can be implemented. Often times, this can become fairly costly. The question is, does it need to be? There is no simple answer. You could spend as little as $50.00 & see better results than spending no money at all. However, if you do want to increase your sales & overall "buzz", you definitely should invest a sum of money in 'Search Ads'. By investing in this, it is much more likely that traffic will be directed to your site.
Below, I have included a video that will offer a bit more information on this smart investment! https://www.youtube.com/watch?v=h_k_xrmqfT8