PPC · 4 July 2026 · 9 min
PPC and SEO on one keyword map, so you stop paying twice to learn
PPC and SEO on one keyword map, using the search terms report and Google Ads negatives so paid and organic stop paying twice to learn the same query.
PPC and SEO should be one argument about language, cost and the page that deserves the click. Run apart, they rediscover the same queries, contradict each other's exclusions, and send people to landing pages that do not match the sentence which earned the tap. You pay for an organic URL that could have retired a rented click, and for a paid query you would never have wanted in the index. Two decks and no shared rows turn that waste into a monthly habit.
Build the map from queries, not from a brainstorm
The search terms report is the most honest keyword research a live account can buy. Someone typed the query, and the spend was attached. Export it. Keep what matches an offer you still sell. Mark jobs, careers, free, the wrong product, the wrong town, and competitors you have no reason to fund. That marked list starts the keyword map.
Put organic on the same rows. For each query worth having, name the URL that should rank, the URL that currently appears, whether it is indexed and canonical, and whether paid is buying the click meanwhile. Queries a real page can earn move towards organic, with paid kept to learn the message or to cover a gap you have dated. Queries owned by marketplaces, or by sites with coverage you do not have, stay in paid until the page deserves the click. The point of organic work is to retire rent where a page can carry it.
On-page work for service pages is how that destination gets written so it can stand without the ad. A map that sends every profitable query to the homepage is a habit. It weakens both the ad and the organic result. One cluster, one URL, unless a second URL can be explained in a sentence a customer would accept.
Paid search and SEO on the same map
One document, two sets of controls. The columns that earn their place are the query, the intent, the offer, the canonical URL, whether organic is the priority, the paid status, the negative status, and the next action. The action is a verb: build the page, fix the canonical, add the negative, pause the group, rewrite the ad so it matches the heading, or leave it until a review date. "Monitor" is how maps fill up and never move a budget.
Do not keep a private organic list and a private ads list for a quarterly reunion. The reunion is the work, done while the rows are still current. A query excluded in ads because it is the wrong town must not become a location heading the same month. A query you are building a page for must not sit in a loose group that also buys jobs and DIY guides. Contradictions are the finding.
Matching the columns is not cloning the tactics. Paid may bid on a competitor under rules you will say aloud. Organic should not publish a page whose only purpose is that name. Paid may test an offer this week. Organic should not retitle a URL every week because a small ad test moved. Write down which channel may move quickly and which URL must stay stable enough to be crawled and linked. Review the split on a date finance can see.
Google Ads negatives are an editorial decision
Negatives keep the keyword map honest. Jobs, login, free, cheap when you are not cheap, the product you dropped, the town you left, and questions you have decided not to answer. Use phrase and exact matches at the right level, with a note on why. A shared list beats a dozen accounts inventing spellings.
Read the search terms report on a cadence a person can keep: weekly when spend is lively, fortnightly when it is quiet. Add the junk. Do not exclude so widely that you cut the query you meant to study. One repeated junk search is not a reason to ban a word that also appears in demand you want.
The same exclusions should govern organic. A query you refuse to buy is usually a query you should not chase with a new URL. If a thin post already appears for it, decide whether a reader is served. If not, the technical audit is where noindex, a canonical or removal is chosen. Do not run a disciplined ad account beside a CMS that publishes the opposite because a calendar was written alone. Structure the account so negatives can be precise: offers separated, brand separated from category.
Landing pages, tracking and the offer
The ad and the page must make the same claim. A fixed price in the ad and "contact us for a tailored solution" on the page is a mismatch you paid for, then mislabelled as a traffic problem. If paid and organic use different URLs for one query, both need a reason a stranger would accept. Otherwise one is a duplicate.
Define a lead before you argue about creative. Form, call or booking: pick it, and count it once. Untracked calls make both channels look worse than the inbox, so people optimise for the form while the business runs on the phone. Send the conversion into an account you own. We will not run spend from an agency-owned account.
PPC management without that definition is a curve of clicks. An SEO programme without the paid query list guesses at language customers have already typed. Content production should take briefs from the map, including the queries you refused, so the site does not grow articles the paid team has already classed as junk. When a branch closes, the town comes off paid, organic and the profile together.
What the shared report looks like
One note a month, not two decks that disagree in the appendix. For the queries on the map, show what paid spent, what it produced under the lead definition, what organic did on the same URLs, and which rents you turned down. Name the negatives added, the pages shipped or repaired, and the contradictions closed.
Do not open on impression share. Do not blend brand and category into one cost per lead and then celebrate the blend. Brand is a different argument: defend it when you have a reason, and keep it in its own rows so a cheap brand click cannot disguise an expensive category one.
Nobody here will promise that organic replaces a set share of spend by a set month. There is a review date, and a page that is either fit to be crawled or not. If it is not ready, paid continues, and the note says why: missing proof, a canonical aimed at the homepage, a template that fails on a phone, or a results page you should not pretend to own. Editorial links come after the URL deserves them.
What we will not run
We will not open loose matching across a national account with an empty negative list and call the later export "insight". We will not build a doorway because a query appeared twice and someone wanted an exact URL for the ad. We will not send ads to a PDF, a pop-up, or a URL marked noindex. We will not leave a campaign page indexable when its only difference from the service page is a repeated keyphrase written for a score that does not pay the invoice.
We will not split the brand across two ad accounts so two suppliers can avoid a conversation. One map, one definition of a lead, accounts you own. Several doors follow the same rule per premises: the map has to know the phone and the URL. Google Business Profile work for several doors is that constraint.
SEO Jackers Global will put paid and organic on the map before either channel asks for a larger budget. A scope that already assumes the join is set out in the published packages. Bring the export, the URLs that matter, and a lead definition you will defend when finance asks what the money bought.