Should I recommend them to do their own paid ads?

A client of mine has excellent organic positioning for the name of their company, let`s say it`s "compusoft" A competitor now has a paid ad that comes up first on some searches for the search term compusoft. Should I recommend they do their own paid ads for that term even though they already come up first on that term everywhere in the organic results? Is there any way to address this? I don`t think any seo work will help as they already come up as just about every link on the search term since it`s their domain name and company name.