Running a business is no small undertaking. You have to worry about inventories, employee management, customer service, and a mountain of other responsibilities. This makes it almost too easy to overlook the most vital aspect of staying afloat: marketing. Outbound leads, such as cold calling or sending out flyers, had a significant impact 15 years ago, but today, they fall flat. The modern consumer finds everything they are looking for through search engines like Google, and they rarely look past the first page of results. One solution that may come to mind is to buy a spot in the sponsored results. Before you do though, you should consider that a…