In competitive markets and the more competitive business categories, there can be hundreds or thousands of businesses trying to secure the same finite customer market. This certainly requires your business to show up in multiple areas of the search results. If you consider the amount of information being presented to the searcher, relying only on one of these segments means you will get lost. The focus would need to be how to get into more search areas. Since it takes time to build showing up in most of these search categories via organic marketing, search ads and/or search ads with ad extensions will help to get you noticed within 24 hours and start seeing traffic to your website. This article at Web Marketing Today discusses the details further. http://webmarketingtoday.com/articles/111149-5-Reasons-to-Use-PPC-Ads-for-Local-Marketing/