Web Design, SEO, Digital Marketing Blog

The Ultimate Guide to Using SEO & Google Ads for More Conversions

Written by Drew Medley | October, 21, 2025

TL;DR

  • Combining SEO with Google Ads creates a search engine flywheel that captures both organic and paid intent.
  • Shared keyword insights, unified landing pages, and consistent CTAs help lift conversion rates and lower cost per lead.
  • Use Google Ads for fast data and SEO for sustainable compounding results.
  • Measure both under one set of goals to reveal true ROI.
  • If your team wants an integrated growth plan, The Diamond Group builds unified SEO and PPC systems that turn clicks into revenue.

Introduction

At The Diamond Group, we see a common pattern: businesses treat SEO and Google Ads as rival tactics instead of complementary ones. SEO is seen as the “free” option. Google Ads is viewed as the “expensive” one. The truth? Both perform best when they’re working together.

SEO builds long-term credibility and visibility. Google Ads drives immediate awareness and conversion data. When both channels share insights, the result is faster optimization and better-qualified leads.

This playbook lays out how we use SEO and Google Ads together to increase conversions for our clients — from home builders to B2B service brands.

If you want the short version: organic search earns trust, paid search buys visibility, and together, they win the sale.

Why SEO and Google Ads Work Better Together

Appearing in both organic and paid results is no coincidence — it’s a strategy. Research from Think with Google shows that click-through rates can rise by up to 30 percent when a brand appears twice for the same search query.

That double exposure builds trust. Users are more likely to click your listing, remember your brand, and complete the desired action.

Channel

Role

Strength

Limitation

SEO

Earns visibility

Long-term authority and lower ongoing cost

Takes time to rank

Google Ads

Buys visibility

Quick visibility and instant keyword data

Requires ongoing spend

Running both channels together creates a search synergy. Paid results capture ready-to-buy users. SEO nurtures awareness and brand credibility. Over time, they strengthen each other’s performance.

This is how we approach it inside TDG campaigns: SEO is the foundation. Google Ads is the accelerator.

The SEO + PPC Conversion Loop

Here’s our 3-step Conversion Loop — the same structure we use in our Managed SEO and PPC Management programs.

Step

What We Do

Why It Works

1. Share Keyword Intelligence

Use Google Ads data to identify high-intent keywords, feed them into SEO targets.

Paid campaigns validate organic opportunities.

2. Align Landing Pages

Drive both paid and organic traffic to the same conversion-optimized templates.

Consistent UX improves conversions and lowers CPC.

3. Cross-Optimize Messaging

Apply top-performing ad copy to organic CTAs and headings.

Reinforces message consistency and user trust.

Step 1: Share Keyword Intelligence

Paid search gives you instant visibility into which queries actually drive conversions. That’s gold for SEO.

If your ad data shows that “custom home builder Wilmington” outperforms “local home design,” you can redirect your SEO strategy accordingly. That means blog posts, title tags, and H1s focused on the proven phrase — not assumptions.

The reverse is also true. High-ranking organic pages often inspire lower-cost ad campaigns because Google’s quality signals favor relevance and credibility.

Use tools like:

  • Google Keyword Planner for paid keyword research
  • Google Search Console for organic performance data
  • HubSpot or GA4 for integrated conversion tracking

Step 2: Align Landing Pages

Most conversion gaps come from inconsistent user experiences. When a Google Ad sends visitors to one style of page and SEO traffic hits another, conversions drop.

Our fix: unify them.

Create shared landing templates for both channels. Keep headlines, copy, and CTAs consistent. Match offer language word-for-word between ad and page (“Book Your Consultation” shouldn’t change to “Contact Us”).

This uniformity not only improves conversion rates but also boosts Quality Score in Google Ads, lowering your cost per click.

For UX optimization inspiration, check Baymard Institute — their research on form friction and usability is invaluable for improving conversion flow.

Step 3: Cross-Optimize Messaging

The ad copy that converts best often becomes the foundation for SEO headings and meta descriptions. Likewise, the blog headlines that attract organic clicks inform stronger ad creative.

At The Diamond Group, we blend both data sets. If one ad variant beats the rest (“Request Your Free Design Plan”), we apply that phrasing across CTAs sitewide.

It’s how we help brands sound like themselves — everywhere.

How to Measure What’s Working

You can’t measure SEO and PPC separately if your goal is total conversions. A single source of truth helps you see how both channels contribute to revenue.

Metric

Why It Matters

Tool

Conversion Rate

Measures efficiency of combined traffic

GA4, HubSpot

Cost per Acquisition

Reveals paid efficiency

Google Ads

Assisted Conversions

Tracks SEO + PPC overlap

GA4 Attribution

Quality Score

Indicates ad + page alignment

Google Ads

Organic CTR

Measures brand visibility

Google Search Console

At TDG, we benchmark both channel conversions and blended ROI. The key is not to chase clicks — it’s to track which interactions produce meaningful leads and sales.

The Role of AI in Unified Search

AI is quietly transforming how both SEO and Google Ads operate. In 2026, every major search platform uses AI to rank, recommend, and bid.

We see AI as a performance amplifier, not a replacement for human insight.

AI in Google Ads

  • Smart Bidding automatically adjusts bids in real time.
  • Performance Max identifies new conversion paths.
  • Predictive audiences improve targeting.
    See Google Ads Help for deeper setup guidance.

AI in SEO

  • Tools like Surfer and Clearscope help optimize pages for search intent.
  • AI assistants speed up content outlines and gap analysis.
  • TDG writers still edit every piece to ensure accuracy, tone, and brand integrity.

AI gives you more insight, but people make the message connect.

Common SEO + PPC Pitfalls

Mistake

Why It Happens

TDG Fix

Treating SEO and Ads as separate

Siloed teams and reporting

Shared dashboards and one goal metric

Ignoring branded keywords

Competitors bid on your name

Run branded ads and build brand SEO pages

Slow landing pages

Poor web hosting or image bloat

Optimize Core Web Vitals, compress media

Over-relying on automation

AI optimizes for clicks, not leads

Add human review weekly

No content refresh cadence

SEO pages grow stale

Refresh high-performing content quarterly

Unified search is not about running more ads — it’s about running smarter, more cohesive campaigns.

Advanced Tactics from The Diamond Group

  1. Pre-Test Content with PPC
    Before you invest months in SEO, run a short Google Ads test on new topics. If the traffic converts, build organic content around it.

  2. Retarget Organic Visitors
    Use remarketing lists in Google Ads to re-engage blog or service page visitors who didn’t convert. This doubles lead conversions for many of our clients.

  3. Combine Local SEO and PPC Extensions
    For service-based industries, combine local search pages with ad extensions like map pins and call assets. See Google Business Profile Help for optimization.

  4. Use HubSpot CRM for Closed-Loop Reporting
    Integrate both channels into one CRM to track not just leads, but revenue by source. Learn about HubSpot integration.

  5. Refresh Winning Keywords Quarterly
    Our team reviews both organic and paid performance every quarter to spot emerging keyword shifts before competitors do.

FAQs

Can SEO and Google Ads really work together?
Absolutely. Our clients who run both see higher conversions and stronger ROI because paid data validates SEO direction and SEO trust lowers ad costs.

Should I pause ads once SEO ranks well?
No. Both channels protect and amplify each other. Turning off ads can hand traffic to competitors bidding on your brand terms.

What’s the best SEO and Google Ads ratio?
We usually recommend 60/40 for new brands leaning on ads for speed, then shift to 70/30 toward SEO as authority builds.

How fast can you see results?
PPC results are immediate; SEO growth compounds over time. Expect measurable synergy within 60 to 90 days once campaigns align.

Conclusion

SEO and Google Ads aren’t two separate strategies — they’re two halves of the same search experience. When aligned, they drive more qualified leads, lower acquisition costs, and build brand authority faster.

At The Diamond Group, we’ve spent years refining this approach. Our teams share data, creative, and conversion metrics to make sure organic and paid search lift each other.

If you’re ready to connect both sides of your search strategy, contact The Diamond Group. Explore our Managed SEO, PPC Management, and Inbound Retainers to build one cohesive search marketing system that delivers more conversions with less guesswork.