It’s best to rank organically. These are the free Google search results that are below the paid Ads.
Some businesses want to be at the top of as many pages as possible without waiting on SEO. This can be done with Google Ads.
Even if you take this approach you should still have your website optimized for good SEO.
For example if you own a Football Jersey Store in Clemson SC, you would want to rank well for the search term “Clemson SC Team Jersey Store”