Top 7 Ways to Connect Google Ads and SEO to Boost Your Results

If you’re already working with both Google Ads and SEO, but you’re not syncing them up, you're leaving a lot of potential on the table. While both aim to drive more conversions, the teams behind them often don’t collaborate enough. But, when you combine their strengths, you can supercharge your results.

1. Keyword Research

SEO can eat up a lot of time and energy, so it’s important to focus on keywords that actually convert, not just drive clicks. Here’s where Google Ads comes in. PPC data gives you conversion rates by search term—something SEO alone can’t. So, why not pull PPC data for the top-converting keywords and use that info to guide your SEO content?

Your action step: Pull 12 months of non-branded search term data from Google Ads, filter for the best-converting ones, and share this goldmine with your SEO team. It’s like handing them a map to where the money is. This is what I covered in the reel I posted.

2. Metadata Optimization

Think of your meta titles and descriptions like ad copy for SEO. Yet, a lot of SEO efforts tend to overlook this, leaving generic or outdated meta tags in place. Just like PPC ads, your SEO meta descriptions should be tested and tweaked for the best performance.

Your action step: Use Google Ads to A/B test ad copy variations. Once you find what gets the most clicks (CTR), update your meta titles and descriptions to match. You’ll not only boost traffic but possibly your rankings too.

3. Landing Page Experience

While SEO often focuses on driving traffic, PPC zeroes in on conversions. This makes PPC teams experts on what a good landing page should look like. By working together, SEO teams can apply these conversion-boosting techniques to their high-traffic landing pages.

Your action step: Sit with your PPC team to analyze which landing pages are converting best. Then, apply those design and UX insights to improve SEO landing pages and drive more conversions from organic traffic.

4. Expand Beyond Google

Google may dominate search, but it’s not the only search engine out there. Bing and others, like DuckDuckGo, can drive 10-20% of your traffic. The bonus? Less competition and often lower CPC.

Your action step: If you’re running PPC campaigns on Google, replicate your best ones on Microsoft Bing. And for SEO, make sure your top-performing pages are indexed on Bing Webmaster Tools.

5. Remarketing

Only about 4% of visitors convert on their first visit, so remarketing is a game-changer. Your PPC team has a lot of experience here, but why not apply those insights to SEO? Use remarketing to bring organic visitors back when they’re ready to buy.

Your action step: Pull a list of your highest-traffic organic pages and work with your PPC team to set up targeted remarketing campaigns. For product pages, offer a coupon to encourage conversions. For educational pages, aim for a softer call-to-action, like signing up for a newsletter.

6. Product Feed Optimization (for eCommerce)

If you’re in eCommerce, your product feed is crucial. With Google Shopping now offering free organic listings, optimizing your feed benefits both PPC and SEO.

Your action step: Work on improving your product feed by focusing on competitive pricing, using relevant categories, and frontloading keywords in product descriptions. This will boost your presence in both paid and organic shopping results.

7. Own Your Top Keywords

Some keywords are just too valuable to ignore. If they drive the bulk of your revenue, you need to own them—both on the paid and organic side.

Your action step: List your top-revenue-generating keywords. For PPC, focus on bidding and ad copy. For SEO, work on building quality content and backlinks around those keywords to get top organic rankings. Together, you’ll maximize your chances of earning the click, whether from ads or organic listings.