Hi @john.holmes as you probably already know, it could be a bit tricky for some people to cut down too much on Ads if people are used to just paying to get the traffic that way, they will generally want to keep doing because that is what they know.
However if people really start investing in SEO then they will see the organic traffic eventually rise over time to take over from the paid traffic.
But it takes the right skills, and sustained effort over time, that is the trick to good organic traffic I feel.