The Power of Combining SEO & Google Ads

Google search results

In today's digital-first world, the significance of online visibility cannot be overstated. Businesses, regardless of size or industry, are in a constant battle to capture the attention of their target audience.

Two of the most effective weapons in this battle are Search Engine Optimisation (SEO) and Google Ads. When wielded together, they form an often unbeatable marketing strategy that can significantly enhance online presence, drive targeted traffic, and increase conversions.

Let's look at the details of each, and find out why their combination is greater than the sum of their parts.

Understanding SEO and its Benefits

SEO is part art and part science, designed to help your website and other important business profiles rank higher in search engine results. Given its domination, most focus tends to be placed on Google, although SEO best practices tend to be effective across other search engines, e.g. Bing and DuckDuckGo.

SEO involves a mix of on-page optimisations, such as keyword integration and content creation, and off-page tactics like link building.

The goal is to increase the quantity and quality of traffic to your site through organic search results.

The Benefits of SEO

  • Long-term Traffic Growth: Well-planned and executed SEO efforts lead to a gradual increase in traffic, offering sustainable growth over time.
  • Cost-Effectiveness: Unlike paid advertising, SEO brings in traffic without a cost per click or impression, making it a highly cost-effective strategy.
  • Building Trust & Credibility: Pages and sites listed on the first page of search results are often viewed as more trustworthy and credible by users.
  • Enhanced User Experience: Modern SEO isn’t just about pleasing search engines; it's also about providing a better experience for your visitors, which can lead to higher conversion rates.
team looking at chart showing business growth

Google Ads and its Advantages

Google Ads is a powerful platform that allows businesses to place ads across Google’s vast network, including its search engine, which accounts for 95% of searches in the UK.

These ads can appear above or below organic search results, offering immediate visibility to your target audience.

The Benefits of Google Ads

  • Immediate Visibility: Google Ads can quickly get your business in front of potential customers, which is particularly useful for new websites or competitive niches.
  • Targeted Advertising: With numerous targeting options (including vital search terms/keywords), you can ensure your ads are seen by people who are most likely to be interested in your products or services.
  • Measurable ROI: Google Ads provides comprehensive analytics that allows you to measure the success of your campaigns and adjust your strategy accordingly.
  • Flexibility: Campaigns can be easily modified, paused, or stopped based on performance, giving you control over your advertising spend.
illustration of google ads in search result

Combining SEO & Google Ads for a Holistic Strategy

Integrating SEO and Google Ads leverages the strengths of both strategies to achieve maximum visibility and effectiveness.

SEO Enhances Quality Score for Google Ads: Implementing effective SEO strategies improves the relevance and user experience of your landing pages. This, in turn, boosts your Quality Score in Google Ads, which is a measure of the quality and relevance of both your keywords and ads. A higher Quality Score leads to better ad positions at lower costs, enhancing the overall efficiency and effectiveness of your Google Ads campaigns.

Comprehensive Visibility: By appearing in both organic and paid search results, your business can dominate the search engine results page (SERP), capturing more real estate and attention from potential customers.

Data and Insights Synergy: The data from Google Ads can provide invaluable insights for SEO strategy and vice versa. For example, high-performing keywords in Google Ads campaigns can be incorporated into your SEO efforts.

Improved CTR and Conversion Rates: Having a presence in both paid and organic search results can increase the perceived credibility of your brand, leading to higher click-through rates (CTR) and conversion rates.

Cost Efficiency: A balanced investment in SEO and Google Ads can lead to more efficient use of your marketing budget, optimising your overall spend.


Best Practices for Combining SEO & Google Ads

To fully harness the power of combining SEO and Google Ads, you should consider the following best practices:

  • Keyword Strategy Alignment: Use keyword research to guide both your SEO content creation and Google Ads campaigns, ensuring consistency in targeting and tools like landing pages.
  • Consistent Messaging & Branding: Ensure that your ads and organic content deliver a consistent message to strengthen your brand and messaging.
  • Utilise Google Ads Data for SEO: Leverage conversion data and keyword performance from your ads to refine and prioritise your SEO efforts.
  • Continuous Optimisation & Testing: The digital landscape is always evolving, so it’s crucial to continually test and optimise your strategies for both SEO and Google Ads.


The synergy between SEO and Google Ads creates a powerful marketing strategy that can significantly enhance your online presence, drive targeted traffic, and increase conversions.

Businesses that understand the benefits of each, and employ best practices, stand the best chance at maximising the potential of campaigns.

As you embark on or refine your journey with SEO and Google Ads, remember that the path to success involves continuous learning, testing, and adapting.

If you're looking for expert guidance in implementing these strategies effectively, we are here to help. Together, we can create a comprehensive strategy that drives results and growth for your business.

About Emily Williams

Emily is a bit of a marketing legend, and happens to be our Certified Google Ads Professional. Having climbed the corporate ladder in her 20s, she's been crucial to the success and subsequent sale of several high-growth and well-known businesses, including Friends Reunited (perhaps the first social network) and (one of the world's most visited websites in the 2000s).