Falling blended cost
Organic gradually takes over terms you currently rent.
SEO + PPC
Run Organic and Paid Search as One Strategy
Most businesses buy SEO and PPC from different suppliers who never speak. That wastes the single biggest advantage of running both: each one tells you what the other should do next.
- Paid data informs SEO targeting
- SEO reduces paid dependence over time
- One team, one report
What each contributesTogether
- PPCRevenue now
- SEOCheaper later
- PPC dataWhich keywords convert
- SEO dataWhere to stop paying
- BothFull SERP coverage
Best for
- Local businesses
- E-commerce brands
- Professional services
- B2B companies
- Businesses needing both now and later
Channels
- Google organic
- Google Ads
- Microsoft
- Meta
- AI search
The Problem
What You Lose by Running Them Separately
Four specific advantages, all of which disappear the moment the two are siloed.
Paying for keywords you already rank first for
Sometimes worth it, often not. Without shared reporting nobody checks, so budget goes on traffic you would have received free.
Guessing at SEO targets when paid already knows
Paid search tells you within weeks which keywords convert and which merely attract clicks. SEO teams working blind spend months ranking for terms paid already proved worthless.
Landing page lessons never crossing over
Paid campaigns test headlines and offers continuously. Those winners rarely make it onto the organic pages competing for the same searches.
Two reports that cannot be reconciled
One report on rankings, another on cost per click, and no view of what search as a whole costs or produces.
Our Approach
Each Channel Making the Other Cheaper
Paid search is the fastest keyword research available. Within weeks you know which terms produce enquiries, what they cost, and which landing page messages convert. We feed that straight into the SEO content plan instead of guessing.
Organic works the other way. As rankings improve for a term, paid bids can come down or stop entirely, releasing budget for terms you cannot yet win. Over time the blended cost of search falls — which only happens if one team is watching both.
- Shared keyword intelligencePaid conversion data decides SEO priorities
- Coordinated biddingPaid reduced where organic already wins, redeployed where it does not
- Shared landing page learningPaid test winners applied to organic pages
- Full SERP coverageAd, organic listing and map pack for high-value terms
- One combined reportBlended cost per acquisition across all of search
What You Get
What a Combined Engagement Includes
- Combined search auditOrganic and paid reviewed together, including overlap and cannibalisation
- Shared keyword mapOne map covering which terms are paid, organic or both, and why
- Paid campaign managementGoogle and Microsoft search, shopping and remarketing
- Technical SEOCrawl, index, speed and structure fixed so organic can compete
- Content productionPages built against keywords paid has proven convert
- Landing page testingPaid tests run fast, winners applied to organic pages
- Bid reduction planWhere organic rankings let paid spend be reduced or redirected
- Link buildingAuthority work for terms too competitive to win on content alone
- Unified conversion trackingDeduplicated so both channels are not claiming the same lead
- Blended reportingTotal cost of search per acquisition, not two separate stories
- Quarterly channel reviewFormal reassessment of the paid-organic budget split
- AI search coverageThe same content work extended to AI-powered discovery
Business Impact
Why Running Both Wins
Faster, cheaper SEO decisions
Paid conversion data removes months of guesswork.
More of the results page
Ad plus organic listing crowds out competitors on key terms.
Revenue while SEO builds
Paid covers the months organic has not reached yet.
Shared conversion learning
Every landing page test improves both channels.
One report, one team
No reconciling two versions of the same month.
How It Works
How the Combined Engagement Runs
01
Combined audit
Organic and paid assessed together, with overlap and waste identified.
02
Shared keyword map
Every commercial term assigned to paid, organic or both, with reasoning.
03
Paid first
Campaigns launched or fixed to produce revenue and conversion data quickly.
04
SEO foundation
Technical fixes and content built against terms paid has validated.
05
Cross-apply learning
Paid landing page winners rolled into organic pages and vice versa.
06
Rebalance quarterly
Paid reduced where organic wins; budget redeployed to new terms.
The Trade-Off
SEO and PPC Compared Honestly
Neither is better. They fail and succeed at different things, which is exactly why running both beats choosing.
| SEO | PPC | |
|---|---|---|
| Time to first results | 3–6 months | Days |
| Cost per visit over time | Falls | Stays or rises |
| Stops when you stop paying | No | Yes, immediately |
| Speed of testing a message | Slow | Same week |
| Control over positioning | Indirect | Direct |
| Credibility with buyers | Higher | Lower |
| Works for brand-new sites | Slowly | Immediately |
| Scales without extra cost | Yes | No — linear with spend |
Pricing
Combined SEO + PPC Pricing
Every engagement is scoped individually. These ranges give you a realistic idea of investment before you speak to us.
Essential
Smaller budgets, single market
$1,400/monthPlus ad spend
- Combined search audit
- Google Ads management
- Core SEO programme
- Shared keyword map
- Unified conversion tracking
- Monthly reporting
- 3-month minimum
Growth
Competitive markets
$2,800/monthPlus ad spend
- Everything in Essential
- Google + Microsoft Ads
- Full technical & content SEO
- Link building
- Landing page development & testing
- Blended CAC reporting
- Monthly strategy call
- 6-month minimum
Scale
E-commerce and multi-market
$5,200/monthPlus ad spend
- Everything in Growth
- Shopping & Performance Max
- E-commerce or multi-location SEO
- AI search optimization included
- Dedicated strategist
- Custom dashboard
Prices are in USD and indicative starting points for scoping — final quotes depend on scope, competition and current site condition. [Confirm or edit these figures before launch.]
Our Work
Recent Projects
Project slots are ready for real client work — screenshots, brand names and outcomes drop straight into these cards.
[Add Case Study]Replace with a real project screenshot
[Client Name] — Search Programme
Replace with blended cost per acquisition over time.
[Add Case Study]Replace with a real project screenshot
[Client Name] — Paid to Organic Shift
Replace with spend reduced as rankings improved.
[Add Case Study]Replace with a real project screenshot
[Client Name] — Full SERP Coverage
Replace with the terms won across ad and organic.
FAQ
Questions Before You Start
PPC first if you need revenue this quarter or want fast keyword validation. SEO first if you have runway and margins that paid cannot support. Most businesses should start paid and build organic underneath it, so the cost curve falls over time.
Sometimes. It is worth testing rather than assuming — for high-value commercial terms the extra coverage often pays, for informational terms it usually does not. Run the test, read the incremental data, decide from that.
No, not directly — paid spend is not a ranking factor. The benefit is indirect but real: paid tells you which keywords and messages convert, which makes your organic investment far better targeted.
Usually yes, and more importantly it is more effective. The shared keyword and conversion data is the main advantage, and it disappears entirely when two suppliers never speak.
Initially weighted to paid for speed and data. As organic rankings arrive, paid spend on those terms is reduced and redeployed toward terms you cannot yet win. We review the split quarterly.
Yes. We start with a combined audit so you can see what each was actually producing before anything changes.
Let's Talk
Stop Running Search as Two Separate Budgets
Send us your Google Ads account and your domain. We will show you where paid and organic are overlapping, competing, or leaving the results page to competitors.
No obligation. If we are not the right fit for your goals, we will say so.