Why both channels matter
Paid Ads deliver instant reach and testing velocity. SEO compounds trust and captures intent. When orchestrated, ads surface new angles and offers you can turn into high‑intent content—and SEO insights feed your ad targeting and creatives. Treat them as one system.
1) Set objectives
- Strategic: pick the business outcome first (revenue, pipeline, sign‑ups). Map each to a channel role.
- Commercial: run A/B tests on ads to validate messaging quickly; translate winners into SEO pages.
- Financial: unlock scale when your blended MER/ROAS and CAC targets are met.
2) Time horizon & intent
- Ads for Now: launches, promos, new markets; great when search demand is low.
- SEO for Later: authority on evergreen topics, category creation, and cost discipline over time.
- Bridge: retarget ad traffic with mid‑intent content (comparisons, buyers' guides).
3) Measurement & KPIs
Paid Ads
- Hook metrics: thumb‑stop/3‑sec view, CTR
- Efficiency: CPA, ROAS, Conversion Rate
- Blended view: MER, contribution to total sales
SEO
- Visibility: impressions, share of voice, rankings
- Quality: organic CTR, time on page, bounce
- Outcomes: organic conversions, assisted conversions
Use server‑side events/Conversions API to improve ad attribution, and track assisted conversions to capture SEO's halo.
4) Channel blueprint
- Ads: simple structure → prospecting (broad/interest), retargeting (site/video viewers), and promo campaigns. 3–5 creatives per ad set; UTMs consistent.
- SEO: build a hub‑and‑spoke architecture: pillar pages (problems, solutions, categories) + supporting articles; optimize internal links and schemas.
- Feedback loop: export ad query/angle winners → new SEO topics; import SEO keyword gaps → new ad tests.
5) Launch checklist
- Define ICP and JTBD; align offers and landing pages.
- Ads: pixel/CAPI verified; events mapped; naming + UTMs agreed.
- SEO: technical health (Core Web Vitals), clean IA, sitemap, indexation.
- Content & creative ready: hooks, briefs, outlines, and design system.
6) 30/60/90 plan
- Days 0–30: launch ads for quick learnings (angles/offers); publish 3–5 core SEO pillars; fix technical issues.
- Days 31–60: iterate creatives; expand winning ad sets by 10–20%; publish supporting articles; start link earning.
- Days 61–90: consolidate and scale; refresh top‑performing content; implement retargeting sequences; align CRO on top pages.
7) Budget split (rules of thumb)
- Early stage / low demand: 70% Ads · 30% SEO
- Growth stage: 50% Ads · 50% SEO
- Established / high demand: 30% Ads · 70% SEO
Rebalance monthly based on blended CAC, payback period, and content velocity.
Troubleshooting
- Great CTR, poor CVR (Ads): fix landing clarity/speed; align promise → page; test stronger offer.
- Rankings stuck (SEO): strengthen internal links, EEAT signals, and topical depth; improve page experience.
- High CAC overall: narrow audience/intent, improve creative, add mid‑funnel content (comparisons, case studies).
Want a combined Ads × SEO action plan?
We review structure, signals, and content, then send quick wins and a 90‑day roadmap tailored to your ICP.