Well, to be successful in Digital Marketing – I always feel you must not ignore any digital channel!
So, it’s great that you have started with AdWords, because that gives you instant leads since it puts you on the 1st page of Google straight away. But side by side you should start your SEO too. Start with On-page optimization for your key pages, this way while you are doing AdWords – getting traffic via Google it helps your SEO too.
Running Google AdWords is very wise decision since anyways it takes a while (6 weeks to 9 months) before your website comes on the first page of google (depending on your keywords competition. Etc.). Try doing SEO for low competition keywords, that way you rank faster. Why wouldn’t you want free and organic traffic? While you are getting leads from your Ads, do your SEO as well. Once your On-page optimization is done, go on to Off Page optimization.
Wishing you the very best for your website.