My company does most of our own SEO work. We are pretty new, (6 months) but are 1st in almost all Google maps and in the organic section for our keywords. (in the city's in Arizona we have targeted) We are in a very unique field, "Crime Scene Cleanup," and aren't sure if Adwords is really necessary in our line of work. I personally feel that most people looking for our services, don't click on the AdWords sections when deciding who to use. Most people I have talked to feel that for the most part, they don't use the pay per click section unless maybe searching for a simple service, such as: Plumber, painter, window guy etc... Is it worth the money if we are already at the top in the maps and organic...?
Hi Crime Cleaner - good question and congrats on your SEO results with your site! Personally I wouldn't do Adwords as well, since you already dominate the top section of Google. Unless you just want to annihilate the competition - always an option! If there are competing companies with Adwords ads, you might consider putting in a ad for a couple of the main keywords, just to make sure you capture the clicks of any visitors who do start with the right hand side of Google. I just searched on Arizona crime scene cleanup and there appear to be 8 advertisers, so you could appear on the 1st page for very low cost.
If you want to start a campaign, I would suggest you tarket state of Arizona only with the most important keywords (2, 3 or 4 words length) and in search results page only (not content).