For long term foundation, Search Engine Optimization (SEO) would be highly suggested.
SEO not only gets you ranked on Search Engines and Increase your website traffic, but also optimizes your website and keep your webpage updated. Optimized and updated content always attracts customers. So SEO is not an option, in today’s time it has become a necessity.
As for Pay Per Click Campaign (PPC), you can take up these paid ads once a while for different keywords and attract your target audience.