Most people approach SEO and PPC using completely separate strategies. They are different in some ways, but it’s better to see them as two parts of the same thing, like two sides of a coin. This coin is called “search.”


If your SEO isn’t up to par, your ads will suck. SEO and AdWords (now known as Google Ads) can work together to maximize your online visibility and drive more traffic to your website. Here’s how they can complement each other:

Keywords Research

Both SEO and AdWords start with keyword research. You identify relevant keywords and phrases that your target audience is searching for. AdWords can provide valuable insights into which keywords are driving traffic and conversions, which can inform your SEO strategy.

Content Optimization

SEO involves optimizing your website content, meta tags, and other on-page elements to rank higher in organic search results. AdWords ads require well-crafted ad copy. The insights gained from AdWords can help you create and optimize landing pages for better AdWords performance and organic search visibility.

A/B Testing

AdWords allows you to perform A/B testing on different ad copy, landing pages, and keywords. The insights from AdWords experiments can be applied to your SEO efforts, helping you refine your content and on-page optimization strategies.

Identifying High-Converting Keywords:

AdWords can quickly reveal which keywords are converting well and driving sales or leads. You can use this information to prioritize those keywords in your SEO strategy.

Competitive Analysis:

AdWords provides competitive intelligence by showing you which competitors are bidding on similar keywords. This information can help you identify competitors that are ranking well organically and evaluate their strategies for SEO insights.

Improved Click-Through Rates (CTR):

Well-optimized AdWords ads can have high CTR, which can positively impact your Quality Score. A higher Quality Score can result in lower costs per click and better ad positioning. It also encourages you to create compelling meta descriptions and titles for your organic search results, potentially increasing CTR for your organic listings.

Data Sharing:

Google Analytics can integrate with AdWords, providing a holistic view of your website’s performance. You can track user behavior from AdWords clicks through to conversion. This data can help you identify user patterns, refine your content, and optimize your website for SEO.


AdWords allows you to target previous website visitors with display or search ads. This can help keep your brand top of mind and potentially encourage users to return to your site organically later. It’s an indirect way to support your SEO efforts by increasing brand recognition.

Quick Results:

SEO is a long-term strategy, and it can take time to see significant organic traffic growth. AdWords, on the other hand, can deliver immediate traffic and results. This can be especially useful when you’re launching a new website or promoting time-sensitive offers.


In summary, SEO and AdWords can work together synergistically. While SEO provides long-term, sustainable organic traffic, AdWords can deliver immediate results and provide valuable insights that can enhance your overall digital marketing strategy. By integrating these two approaches, you can create a more effective and data-driven online presence.