Each one is important in its own way. Paid ads are what you see at the top of the search results page. They are the first thing people see. They can also be placed on social media platforms and on other websites. Organic Searches are what appear under the paid ads on the results page after you have entered a search query. People are most likely to click on the organic search results that appear on the first page. Therefore, if you use both paid ads and you position yourself on the first page of organic search results, you are increasing the amount of times consumers see your information.
They both ultimately aim to increase flow to your website. Keywords are the most important aspect of both. You need to make sure you are using keywords that are driving the most traffic. You can also see what keywords your competitors are using and bid for those words. Once you have decided on your ads, you can measure the traffic in Google Analytics.