In order to be at the top of a Google search, you have to be willing to pay more per click. Google wants to make money off of advertisers so offering more money per click is more likely to get you to the top of a Google search. Bottom line is: yes, you have to be willing to spend more money on “search ads” than your competitors to be at the top.
To make money, you have to be willing to spend money. If you are willing to pay Google more per click, then they will be more than happy to put you at the top of their search.