Due to the constant algorithm changes, is it now more cost-effective for local companies to use PPC campaign versus trying to rank locally?
I would say no, in most cases. It completely depends on your business model and industry and the current level of competition. Google just launched Adwords Express+ and this will drive everyone's cost even higher over time in local ads. So, if you have a solid organic strategy in place compared to churn and burn, I think your organic side exponentially grows whereas the only way to grow PPC is to spend more. Deserve your opinion....