Negative gold for a turn or two isn't going to make that big a difference, losing your troops (or more than 10 gold or so of them) is. And if the choice is between losing a land tile or losing 20 troops AND a land tile the choice is obvious. Besides which if you lose one territory and gain one you might not even end up losing anything. That said you will probably have to go into negative gold for a little while to gain map control. If you're going to win that's what you're going to have to do to get there.
Well, maybe, but if i loose 1-2 units every time he attacks, i cant win as i will constantly have less and with a negative gold income i wont be able to build new ones aswell, hence just bleeding out.