Even companies that are killing it at SEO are always going to have some significant holes as it's virtually impossible to rank in the top 3 in a competitive space where there is a wide variation in the primary keywords to the point semantic match doesn't come into play for many of them.
So with a limited advertising budget, it makes most sense to advertise for the keywords that you have a lower organic ranking.
Now throw into the mix that it's a regional business so now you have city names in the search and user location factored in.
It would seem most helpful to get a comprehensive ranking report that shows you the TRUE rank on the page including, ads and the map 3-pack and designate which source the rank is from (ad, 3-pack, organic non-3-pack)
It would also be helpful to have an indication on the ad rank, how many ads are showing before the organic results (including 3-pack).
Now granted the number of ads appearing before organic, and the ad position change with each query as Google shuffles things to determine what makes them the most money. However if you are checking the rank once a day, you could show a weekly average position for the ad and average number of ads appearing before the organic results.
This data would (1) give you a clear indication if you need to consider advertising and (2) what ad position you should strive for. Position 2 might sound great, but not if for that search query, on average, Google is only showing one ad before organic and the rest at the bottom of the page.
It seems the only way to do this is to use a couple different services/reports and manually go through the data. I'm surprised no service has developed this type of all-in-one comprehensive report?