In many agencies, the SEO team sits in one room, and the Ads team sits in another. They rarely talk. This is a disaster.

SEO and PPC are not competitors. They are force multipliers. Here is the Unified Workflow I use to connect the dots.

1. The “Test & Scale” Loop

Don’t guess what keywords works for SEO. It takes 6 months to rank. That is too long to wait to find out you picked the wrong keyword.

The Strategy:

  1. Run Google Ads on 10 potential keywords.
  2. Wait 2 weeks. Look at the data. Which keyword had the highest Conversion Rate?
  3. Take the Winner and assign it to the SEO team. “Rank for this. We know it makes money.”

You just saved 6 months of wasted effort.

2. The “Remarketing Content” Engine

You paid for the traffic. Don’t let it leave. If someone reads your SEO blog post about “Hiking Boots in Nepal” but doesn’t buy:

  1. Pixel them.
  2. Show them a Facebook Ad featuring a video review of those specific boots.
  3. The Ad converts the SEO traffic.

3. Analytics as the Referee

When SEO says “We drove traffic” and Ads says “We drove traffic,” who gets credit for the sale? You need a unified Analytics view (GA4). Look at Assisted Conversions. Often, SEO starts the journey (First Click), and Ads finishes it (Last Click). If you cut the SEO budget because “it’s not driving sales,” your Ad performance will crash.

Conclusion

Silos kill speed. Break down the walls between your teams. The user doesn’t care which channel they came from. They just see one brand.