@OP typically the majority of the traffic will go to the top 3 spots (you can find plenty of studies done on this with a quick Google search)-- with Google adding local blocks with map listings, some % of people really go for those over the organic listings, but even then it's still going to mostly get sucked into the top 4 or 5 listings. Then you have to consider that a significant % goes into paid listings. Being below the fold is only worth it in some cases. You just have to test it. No one can tell you in these smaller markets if what you'll pay to rank is going to show a return... a lot of it has to do with how much traffic actually makes it down to where you are and how good your website and/or sales pitch is at converting said traffic. You can use AdWords to immediately test how organic traffic will do in many cases by forcing your ad at different positions, but it's sometimes really inaccurate because obviously someone who will click an ad is in an entirely different mindset than someone who won't.
Last edited by AKUTA; 05-05-2013 at 03:11 AM.