SEO and PPC agency.
One team, one set of numbers.

Ad rank depends on more than your bid. Relevance and landing page experience count too, and the page work that earns organic positions is largely the same work that improves both. We won’t put a number on it here: the effect is real, but its size depends on your account.

Paid search buys the terms you haven’t earned yet. Once organic is holding a term properly, the sensible move is often to scale back paid on it and move that budget to the next terms you don’t own. That’s a call you can only make when one team sees the whole picture.

Both channels report into the same tracking setup, with the same definition of a qualified enquiry and the same value per outcome. You get one figure for what search brought in and what it cost, broken down by channel, instead of two reports that add up to more conversions than you had customers.

Paid search can settle a test of a headline, an offer or a page layout in a fortnight, because it can send controlled traffic to it. Whatever wins goes into the organic pages, where the traffic is free but the feedback is slow.

The negative keywords that keep job-seekers, students and competitors out of your paid account also keep them out of your organic keyword set. Same search patterns, same wrong intent, same fix – done once.

Organic: technical foundations, keyword sets grouped by the search results they share, the pages closest to ranking rewritten first, digital PR, international structure and AI search visibility. Paid: search campaigns built around intent, Shopping, Performance Max run with the controls Google still gives you, remarketing with frequency caps, and Microsoft Ads (Bing) where your category supports it. Across both: the measurement setup, shared filters for the wrong searches, one list of priorities and one monthly report.