How To Blend SEO & PPC Like a Pro

When used in unison, SEO and Google ads can dominate search results, drive conversions, and refine long-term strategies. In this article, we’ll explore how marketing managers and business owners can strategically merge these approaches and dive into scenarios where PPC campaigns feed valuable data into SEO efforts.

How To Successfully Integrate SEO & PPC

1. Use Data to Inform Cross-Channel Strategy

Both SEO and PPC campaigns provide real-time data on which keywords drive the most clicks and conversions. Suppose your PPC campaigns consistently show that keywords like “best productivity tools for teams” generate high click-through rates (CTR) and conversions. These keywords can inform your SEO strategy.

Example:

• Create blog posts or landing pages optimised for these high-performing Google ad keywords.
• Use variations or long-tail extensions, such as “best productivity tools for small remote teams.”
• Gain engagement data from performance max campaigns to use within your website and marketing material

Result: SEO & PPC efforts align with measurable data, reducing guesswork and focusing on keywords with demonstrated potential.

2. Dominate SERP Real Estate

When users see your brand appearing both in paid ads and organic search results, it reinforces your authority and increases click-through rates.

Scenario:

• A company selling “eco-friendly furniture” runs PPC ads targeting “sustainable sofas.”
• Simultaneously, their SEO efforts secure the first organic spot for the same keyword.

Result: Users see the brand twice in the search results, boosting trust and click likelihood. Even if they don’t click on the ad, the organic result increases visibility and reduces reliance on paid clicks.

3. Target Different Funnel Stages

SEO and PPC can target users at different points in the buyer’s journey, creating a seamless path to conversion.

Scenario:

• SEO targets top-of-the-funnel users with blog posts like “What Makes a Sofa Eco-Friendly?”
• PPC retargets these users with ads for specific products like “10% Off Sustainable Sofas.”

Result: SEO can be tailored to drive awareness and education, while PPC capitalises on intent to drive conversions.

4. Cross-Promote Content

SEO often requires time to gain traction, especially for new content. PPC can bridge this gap by driving traffic immediately.

Example:

• After publishing a detailed guide titled “How to Choose the Best CRM for Your Business,” promote it with a PPC campaign targeting “CRM buying guide.”

Result: Immediate visibility boosts traffic and engagement while the content climbs the organic rankings.

5. Leverage Retargeting with Organic Traffic

SEO might attract users who don’t convert immediately. Retarget them with PPC ads.

Scenario:

• A blog post on “Top 10 Marketing Automation Tools” drives high organic traffic.
• Use Google Ads to retarget readers with offers like a free trial for your own marketing automation tool.

Result: This integrated approach ensures no leads are lost and maximises the value of organic traffic.

6. Improve Quality Scores in PPC

SEO-optimised landing pages improve PPC Quality Scores by providing a better user experience and increasing relevance.

Example:

• A PPC campaign targeting “affordable graphic design software” directs users to a landing page that ranks organically for related keywords.
• The page features detailed product descriptions, reviews, and a free trial offer.

Result: A high-quality landing page with optimised on-page SEO improves ad performance, reduces cost-per-click (CPC), and supports organic goals. Check out our on-page SEO optimisation checklist for more!

7. Shared Analytics and Reporting

Combining PPC and SEO data gives a full picture of how users interact with your site and which strategies drive results.

Example:

• PPC shows that “easy-to-use invoicing software” has a high conversion rate but a high CPC.
• SEO focuses on creating blog posts and videos around this keyword to reduce dependency on paid ads.

Result: Insights from both channels allow for better resource allocation and strategy refinement.

8. Localised Targeting

For local businesses, SEO and PPC together can dominate local search results.

Scenario:

• A bakery uses SEO to rank for “best bakery in London” and optimises its Google My Business profile.
• PPC runs ads for “fresh cakes delivery in London” targeting users within a 5-mile radius.

Result: Local users encounter the brand in both organic and paid search, increasing foot traffic and online orders.

9. Seasonal Campaign Integration

PPC is ideal for short-term, seasonal campaigns, while SEO builds long-term traffic.

Scenario:

• A clothing retailer runs PPC ads for “summer dresses sale” during peak months.
• Simultaneously, SEO efforts target evergreen keywords like “best dresses for summer.”

Result: SEO captures long-term traffic, while PPC drives immediate seasonal sales.

10. A/B Testing Across Channels

PPC allows rapid A/B testing, which can inform SEO strategies.

Example:

• A PPC campaign tests headlines like “Affordable CRM Software” vs. “CRM Tools That Save Time.”
• The winning variation informs SEO on-page headings, meta titles and descriptions for related pages.

Result: Benefits from proven messaging such as which page titles, meta descriptions and header tags to use for SEO, increasing organic CTR without additional testing.

11. Budget Allocation Insights

Analyse PPC spending to identify areas where SEO could provide long-term cost savings.

Scenario:

• A company spends heavily on ads for “cloud-based accounting software” but notices consistent organic traffic growth for similar queries.
• They invest in SEO to rank organically for the primary keywords, reducing reliance on PPC over time.

Result: Cost efficiency improves as SEO takes over for high-spend PPC campaigns.

Final Thoughts

Blending SEO and PPC isn’t just about running both strategies in parallel – it’s about creating a feedback loop where each channel informs and enhances the other. High-spending PPC campaigns can uncover invaluable data, from keyword cluster performance to search intent and audience insights, that shapes SEO for long-term success.

By implementing the scenarios and strategies outlined above, you can dominate search engine results, optimise budgets, and create a sustainable digital marketing ecosystem. SEO and PPC aren’t competitors – they’re partners in driving growth.

Need help from the experts? We’re a Melbourne search engine marketing agency that specialise in Google ads, SEO and CRO. Contact a friendly member of our team today to see how we can help you.