If you’ve been in a meeting where someone confidently declares, “Let’s just target all our SEO keywords in PPC too!” you’re not alone. On paper, it sounds efficient. If a keyword is valuable, surely you should cover it from every angle, right?
Well… sometimes. Like most things in marketing, the answer is: it depends. There are times when it makes perfect sense to double up on keywords in both SEO and PPC. And then there are situations where you’re throwing budget at a problem that doesn’t exist.
So how do you know when to combine your efforts and when to pick a lane? Let’s break it down.
Why Marketers Want to Target the Same Keywords
There’s a clear logic behind this strategy. If a keyword is driving traffic or conversions organically, running paid ads could help you scale. If you’re struggling to rank for a term, PPC can get you visible fast.
Also, showing up twice on the same results page (once as an ad, once organically) can increase your brand visibility, boost your credibility, and make you more likely to get the click.
But the logic doesn’t always equal better performance.
When Doubling Up Makes Sense
Here are some of the scenarios where SEO and PPC targeting the same keyword actually works in your favour:
1. You Already Rank Well and Want to Dominate the SERP
Own the top ad and the top organic result? That’s prime real estate. It’s great for credibility and can crowd out competitors.
2. The Keyword Has Strong Commercial Intent
If someone is clearly ready to buy or act, it’s worth showing up in both spots to maximise your visibility.
3. You’re Protecting Your Brand Terms
If competitors are bidding on your name, your organic listing might not be enough. A PPC ad ensures you control the narrative.
4. You’re Launching Something New
SEO takes time. Use PPC to get traffic to your new product or service while your organic rankings catch up.
5. You Want to Test Messaging
PPC gives you fast feedback on copy. Use that data to optimise your title tags and meta descriptions.
When It’s Better to Separate SEO and PPC
There are also plenty of cases where going after the same keyword isn’t worth it:
1. You Might Be Paying for Clicks You’d Get Anyway
If you already rank #1 organically, the paid ad might steal your own click. More spend, same outcome.
2. Your Budget Could Work Harder Elsewhere
Why pay for visibility you already have? Use PPC to fill gaps where SEO is weak or still in progress.
3. The Search Intent Doesn’t Justify the Cost
For informational searches, focus on organic. Save your paid budget for terms with high intent.
4. The Page Isn’t Right for Both Channels
Your organic page might be long-form and educational. That’s great for SEO—but not for converting a paid click.
Use Data to Guide the Decision
You don’t have to guess. Look at the numbers:
- CTR: Is your ad actually stealing traffic from your organic result?
- Conversion Rate: Which traffic source performs better for that keyword?
- CPA: Are you paying more for conversions than you should?
- Overlap: Where are SEO and PPC competing or supporting each other?
The more integrated your reporting, the easier it is to spot inefficiencies.
Tweak PPC Targeting to Avoid Clashes
Don’t forget about match types. If you rank for an exact keyword organically, you can still use PPC to target broader versions or variations. For example:
- SEO wins: “technical SEO consultant London”
- PPC can try: “SEO expert London” or “get SEO help”
This approach spreads your reach without wasting spend.
Think in Terms of Search Journey
Different keywords serve different purposes at different stages:
- Top of Funnel: SEO can educate, build awareness, and answer questions.
- Middle/Bottom of Funnel: PPC can convert ready buyers or push urgency.
Ask yourself:
- Where is the user in their journey?
- What do they need at that moment?
- Is paid or organic a better fit?
Break the Silo: Let SEO and PPC Teams Collaborate
Too often, SEO and PPC teams work in isolation. That’s a missed opportunity.
Build shared dashboards. Compare data. Have monthly syncs. Collaborate on landing pages.
This doesn’t just make campaigns more efficient—it also improves your strategy overall.
SEO and PPC: Better Together (Sometimes)
This isn’t about choosing sides. It’s about using the strengths of each channel at the right time, for the right keyword, with the right intent.
Sometimes that means doubling up. Sometimes it doesn’t.
The secret is testing, tracking, and not assuming that “more is better.” Because better isn’t just more clicks—it’s better results.
Need help aligning your SEO and PPC strategies?
At Algo Digital, we help businesses make smarter decisions with their search budgets. Whether you’re looking for a technical SEO audit or want help building a data-led keyword plan, we’re here to make it clearer, faster, and more effective.
Get in touch to find out how we can help your team work smarter across paid and organic search.
