Hubspot has some great blogs you can check out on SEO optimization. There are a ton of things you can do to increase your presence on search before paying for ads. Try to come up with a few keywords that someone may use to search for your company which truly differentiate your business, talk to your internal team, customers, and stakeholders for their opinions. Once you think you have a set of them start including them in all content (website title, URL, headers, subheaders, etc.). Make a blog on the website that you update regularly and share your content with refutable sources (like industry experts) and hope that they post it too, backlinking to your site. The best thing is all of this SEO optimization with increase your Google Quality Score and actually make the cost of running ads later down the line cheaper.
