Should an SEO Consultant Work with the Google Ads Team?

Whenever I begin SEO work with a new company, it’s always a bonus if they have a Google Ads account with significant campaign data.

Part of being a good SEO is knowing which keywords are going to convert the most. In this way, you understand which keywords are most valuable.

With enough Google Ads data, a savvy SEO consultant can identify bottom of the funnel phrases leading to customers, as well as top of the funnel phrases that are generating leads.

The cost per click may also be an indicator or how tough it will be to rank for those phrases organically.

What do SEO and Google Ads have in common?

SEO and Google Ads (formerly known as Google AdWords) are both digital marketing strategies aimed at increasing visibility and driving traffic to websites. While they have distinct differences, there are several similarities between the two:

Search Engine Visibility: Both SEO and Google Ads focus on improving visibility on search engine results pages (SERPs). The goal is to appear prominently in relevant search queries and attract clicks from potential customers.

Keyword Targeting: Both strategies involve keyword targeting. SEO involves optimizing website content, meta tags, and other elements to rank organically for specific keywords. Google Ads allows advertisers to bid on keywords and display ads when users search for those keywords.

User Intent: Both SEO and Google Ads aim to match user intent. They strive to deliver relevant content or ads that align with what users are searching for. Understanding user intent helps improve conversion rates and user satisfaction.

Quality Content: Both SEO and Google Ads require high-quality content to succeed. SEO relies on well-optimized, informative, and valuable content to rank well. Google Ads encourages advertisers to create compelling ad copy and landing pages to drive conversions.

Data-Driven Optimization: Both strategies benefit from data analysis and optimization. SEO professionals and advertisers use analytics tools to track performance, measure key metrics, and refine their strategies accordingly.

Competition Analysis: SEO and Google Ads involve analyzing competitors to gain insights and identify opportunities. Competitor research helps in keyword selection, content optimization, and ad targeting, enabling businesses to stay competitive.

Long-term and Short-term Results: SEO is a long-term strategy that requires continuous efforts to improve organic rankings and maintain visibility. Google Ads, on the other hand, offers more immediate results as ads are displayed immediately upon campaign activation.

User Experience: Both SEO and Google Ads prioritize user experience. SEO focuses on optimizing website speed, mobile responsiveness, and user-friendly navigation, which can positively impact organic rankings. Google Ads emphasizes ad relevance and landing page experience to enhance user satisfaction.

While SEO and Google Ads have similarities, it’s important to note that they are separate strategies with different approaches and tactics. You should hire a Google Ads specialist and a SEO specialist, and not expect one to do both unless they have lots of experience.

Combining both can create a holistic digital marketing campaign that maximizes visibility and conversions.

What can an SEO consultant learn from the Google Ads team if they’re both working for the same company?

If an SEO consultant and the Google Ads team are working for the same company, there are several valuable insights and practices that the SEO consultant can learn from him his / her PPC colleagues.

Keyword Research and Selection: The Google Ads team has extensive experience in keyword research and selection, as it forms the basis of their ad targeting. An SEO consultant can learn about effective keyword research techniques, identifying high-value keywords, and understanding user intent. This knowledge can help the SEO consultant optimize website content and target the right keywords for organic search rankings.

Ad Copywriting: The Google Ads team excels in creating compelling ad copy that drives clicks and conversions. Learning from their expertise can help an SEO consultant improve their content writing skills, crafting engaging and persuasive meta tags, headings, and descriptions that attract users in organic search results.

Conversion Optimization: Google Ads focuses on optimizing ad campaigns for conversions. An SEO consultant can learn conversion optimization techniques from the Google Ads team, such as creating effective call-to-actions, optimizing landing pages, and tracking user behavior. Applying these principles can help the SEO consultant improve the conversion rates on the website.

A/B Testing and Data Analysis: The Google Ads team relies on A/B testing and data analysis to optimize ad performance. Learning from their approach can help an SEO consultant understand the importance of data-driven decision-making. They can apply similar testing methodologies and analytical techniques to measure the effectiveness of SEO strategies and make data-backed optimizations.

Ad Performance Metrics: Google Ads provides a range of performance metrics, such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA). Learning how to interpret and analyze these metrics can help an SEO consultant gain insights into user behavior, evaluate the impact of their SEO efforts, and make informed decisions to improve website performance.

Ad Campaign Management: The Google Ads team is well-versed in campaign management, including budgeting, bidding strategies, and ad scheduling. This knowledge can be valuable to an SEO consultant in terms of understanding campaign planning, resource allocation, and optimizing SEO efforts based on business objectives and priorities.

By collaborating with the Google Ads team, an SEO consultant can gain valuable insights and learn best practices that can be applied to their SEO strategies. This cross-functional knowledge exchange can lead to a more holistic approach to digital marketing within the company.

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