One team running paid, organic, and a platform migration. No gaps. No handoffs. No surprises.
Paid Traffic Growth
Cost Per Click
Avg. Organic Position
Ecommerce
Google Ads, SEO, Consulting
1.8M+ clicks.
An ecommerce retailer hired us for Google Ads. Over time, the relationship expanded into SEO, content strategy, on-page optimization, and consulting on a full website rebuild. One team running paid, organic, and the marketing side of a platform migration.
That’s not how most businesses do it. Most have a PPC agency, a separate SEO person, and a dev team that doesn’t talk to either one. Things fall through the gaps. The PPC team doesn’t know the site is being rebuilt until rankings tank. The SEO person doesn’t know which keywords actually convert in paid. The dev team launches a new platform with no redirects, no tracking, and no idea what just broke.
This client had one team. Everything talked to everything.
Built the Google Ads account from scratch. Started with Search campaigns targeting the highest-intent product keywords, then expanded into Shopping as the product feed matured.
Over the life of the account, the campaign structure was rebuilt multiple times. Not because it was broken, but because the business changed. The product catalog grew, the budget scaled from $5,000 to $40,000 a month, and what worked at one level stopped working at the next. Each restructure was informed by what we were seeing on both the paid and organic side — which categories were gaining organic traction, which ones still needed paid support, and where the money was producing diminishing returns.
The other ongoing decision was knowing when to pull back. Keywords that ranked well organically didn’t need the same ad spend. Pages where organic was dominant got their paid budget reduced and redirected into categories where organic hadn’t caught up yet. That only works when the same team is looking at both channels and making the call together.
Paid traffic grew 300%.
Cost per click dropped 62%,
from over $2.50 to under $1.00.
Ad spend came down while traffic went up.
Current ROAS: 5.3x, the highest the account has ever produced.
1.8 million+ clicks
driven over the life of the account.
The SEO strategy was built on top of the paid data. We already knew from the Google Ads account which keywords converted into sales and which ones just generated clicks. That’s the advantage of one team running both: the SEO content roadmap wasn’t based on search volume guesses. It was based on proven conversion data.
On-page optimization covered the full product catalog: title tags, meta descriptions, product descriptions, and internal linking structure all rebuilt around the keywords that the paid data told us actually mattered. Category pages got the heaviest treatment because they carry the most search equity in ecommerce. Individual product pages were optimized where search volume justified it.
Content development filled the gaps. Blog posts and resource pages targeting informational keywords that the product pages couldn’t rank for: buying guides, comparison content, how-to articles. Each one was chosen because the keyword had shown purchase intent in the paid data, not because a keyword tool said the volume was high.
Average organic position improved from ~15 to ~7.
Organic clicks hit 55,000+ per month at peak
with 3.4 million monthly impressions.
The paid and organic data fed each other in both directions. Keywords that converted in Google Ads became SEO targets. Pages that ranked well organically got ad spend pulled back so the budget could work harder elsewhere. One channel informed the other because one team was looking at both.
Ecommerce
Google Ads, SEO, Consulting
1.8M+ clicks.
The SEO content roadmap wasn’t based on search volume guesses. It was based on proven conversion data. That’s the advantage of one team running both.
The client did a full platform migration: new ecommerce platform, new design, new site architecture. Most businesses lose organic traffic during a rebuild. Sometimes for months. Sometimes permanently.
This one didn’t. Organic visibility improved through the migration. That doesn’t happen by accident. It happens because someone is thinking about search equity before the first wireframe is drawn, not after the new site launches and rankings disappear.
Here’s what we built into the migration plan:
URL mapping before launch:
every old URL mapped to its new destination so search equity transferred instead of evaporating. This isn’t just a redirect spreadsheet. It’s an audit of every indexed page, every backlink, every URL that carries authority, matched to its equivalent on the new platform. Miss one high-authority page and you lose years of accumulated equity overnight.
SEO requirements in the dev spec:
built into the architecture from the start. Site speed targets, crawlability requirements, canonical tag logic, structured data, all documented before development began, not discovered as problems after.
Conversion tracking rebuilt on the new platform:
the old platform had been undercounting sales for over a year. Events weren’t firing on certain checkout paths. The migration was the opportunity to rebuild tracking from the ground up. First time every transaction was properly attributed across both paid and organic.
Content rewritten during migration, not after:
optimized pages went live on launch day instead of being added to a backlog that never gets done. Every category page, every high-traffic product page, every piece of content that mattered for SEO was rewritten and ready before the switch flipped.
The dev team built the site. We made sure the marketing didn’t break when they did.
Peak organic clicks per month.
$0 in ad spend.
This client didn’t have gaps. Paid informed organic. Organic informed content. Both informed the rebuild. One team, one strategy, nothing falling through the cracks.
That’s how it’s supposed to work.
Peak organic clicks per month.
$0 in ad spend.
If the answer is more than one and they don’t talk to each other, you’re losing money in the gaps. We’ll show you where.