I have clients at #1 in organic SERP's where the PPC cost is £10-30 per click. What does where MY site rank matter? I have clients first page for mortgages, credit management, sex toys, But is DOES NOT MATTER where MY site ranks. MY site does not pay me money. When I DID rank first page for phrases like internet marketing company, I ended up spending 2 hours or so a day writing 'sorry but I am not taking on new clients' emails. My site is still page 1 for some internet marketing phrases, but it does me no good, because I am busy enough!
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