I'd recommend focusing on both your SEO and paid advertising, as they serve different purposes and can both be extremely valuable. SEO is inherently a long-term strategy - it takes time to build up authority, get backlinks, and rank for various keywords - but it also has huge payoffs that accumulate over time.

Paid advertising is a very immediate solution that allows you to generate awareness, traffic, and leads quickly. With a sizable enough budget, you can collect data in a short timeframe and use that insight to scale your efforts and increase ROI from your campaigns.

Your keyword strategy should take both organic and paid into consideration, and should also play an important role in optimization of your website and landing pages, to which all of this traffic will be directed.

Hope this helps - let me know if you'd like to discuss further!