PPC and SEO work best together. Ads give quick data on which keywords convert, and that data tells you which pages to rank for organically.
Set a smart starting budget
- Decide what a lead is worth, then work back to an affordable cost per lead.
- Start with a small daily budget and 10 to 20 tightly themed keywords.
- Use exact and phrase match, and add negative keywords from day one.
Test before you scale
- Run at least two ad variations per group and keep the better one.
- Send traffic to a focused landing page with one clear action.
- Track calls and form submissions as conversions.
Use PPC data for SEO
- Find the search terms that produce leads and write organic pages for them.
- Raise the budget only on campaigns with a healthy cost per lead.
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