PPC and SEO Coordination

Originally published at thatdevpro.com. This framework reference is part of the 14-tier Engine Optimization stack from ThatDevPro, an SDVOSB-certified veteran-owned web + AI engineering studio. You are reading the dev.to mirror; the source-of-truth canonical version with embedded validation tools lives at the link above.

Running Paid Search and Organic Search as Complementary Channels Under Shared Attribution, Shared Keyword Strategy, and Shared Landing Page Architecture

A comprehensive installation and audit reference for coordinating paid search (Google Ads, Microsoft Advertising) and organic search as one search practice rather than two warring departments. The default state in most marketing organizations is paid and organic owned by separate teams with separate goals, separate dashboards, and separate budgets. The result is wasted spend on terms organic already owns, cannibalized organic clicks, dueling landing pages, and a learning loop that never closes. This framework specifies the keyword overlap analysis, the bid coordination protocol, the landing page assignment rules, the brand bidding incrementality discipline, the Performance Max friction patches, the attribution integration, the cross channel learning loops, the common coordination anti patterns, and the audit rubric. Dual purpose: installation manual and audit document.

Cross stack implementation note: the code samples in this framework are written in plain HTML for clarity. For React, Vue, Svelte, Next.js, Nuxt, SvelteKit, Astro, Hugo, 11ty, Remix, WordPress, Shopify, and Webflow equivalents of every pattern below, see framework-cross-stack-implementation.md. For pure client rendered SPAs (no SSR/SSG) see framework-react.md. For Tailwind specific concerns see framework-tailwind.md.

1. Document Purpose and How to Use This Document

1.1 What This Document Is

This is the canonical operational reference for coordinating paid search and organic search inside a single search practice. The starting assumption in most engagements is wrong: that paid search and SEO are independent channels solved by independent vendors against independent KPIs. The reality in 2026 is that they share a SERP, share an auction, share a Quality Score signal stack, share a landing page library, share an attribution model, and share the same buyer. Treating them as independent guarantees wasted spend, cannibalized organic clicks, and a one way learning loop where neither channel benefits from the other's data.

The default failure mode is observable in field data. Search Engine Land May 2026 cannibalization analysis (n=1,100 tracked keywords across paid plus organic presence) found combined paid plus organic presence in top two positions produced 42 percent SERP CTR versus 28 percent for organic alone, with PPC side conversion rate jumping 28 percent when a complementary organic listing was visible (Search Engine Land May 2026, n=1,100). The 14 point CTR gap is the coordination dividend. But the same data showed roughly 18 percent of paid spend was duplicating organic positions 1 to 3, money that produced no incremental click. That is the coordination tax.

This framework specifies the architecture that captures the dividend and eliminates the tax: keyword overlap mapping, bid coordination rules anchored to organic position, landing page strategy that distinguishes paid intent from organic intent, brand bidding incrementality testing, Performance Max negative keyword discipline, attribution integration that surfaces assist conversions, and a learning loop where paid data informs SEO copy and SEO data informs paid expansion.

1.2 Three Operating Modes

Mode A, Install Mode. Build coordination infrastructure on a new or existing account pair (Google Ads plus organic). Follow Sections 2 through 14 in order.

Mode B, Audit Mode. Evaluate an existing paid plus organic stack for coordination completeness. Skip to Section 13.

Mode C, Hybrid Mode. Audit first, then install for failing items.

1.3 How Claude Code CLI Should Consume This Document

1. Read Section 2, collect client variables. Paid spend, organic investment, current channel separation, attribution model.
2. Run Section 13 audit to baseline current coordination state.
3. Generate Section 5 keyword overlap matrix.
4. Apply Section 6 bid coordination rules anchored to organic position.
5. Apply Section 7 landing page strategy rules.
6. Run Section 8 brand bidding incrementality protocol.
7. Patch Section 9 Performance Max friction.
8. Verify Section 10 attribution integration against framework-attribution.md.
9. Install Section 11 learning loops (PPC to SEO, SEO to PPC).
10. Run Section 12 anti pattern check.
11. Generate the Section 14 report.

1.4 Conflict Resolution Rules

1.5 Required Tools

• Google Ads, see also framework-attribution.md
• Microsoft Advertising (Bing, Yahoo, AOL, Edge Copilot inventory)
• Google Search Console linked to Google Ads (paid plus organic report), see framework-gscanalysis.md
• Google Analytics 4 with Data Driven Attribution, see framework-ga4.md
• Looker Studio for coordination dashboards
• Ahrefs or Semrush Keyword Gap for paid versus organic overlap inventory
• Adalysis or similar for Performance Max search term overlap analysis
• Optional incrementality platform (Haus, Recast, Cassandra, Meridian GeoX) for brand bidding tests
• Optional MMM platform for budget allocation, see framework-attribution.md Section 11

1.6 Relationship to Neighboring Frameworks

framework-keywordresearch.md covers query discovery and intent classification, the input side this framework coordinates against. framework-attribution.md covers the measurement architecture that records the coordination. framework-ga4.md covers the event substrate. framework-gscanalysis.md covers the organic side query data. framework-cro.md covers what to do with the landing pages this framework assigns. framework-contentfirst.md is the doctrine that determines whether the organic side has any substrate to coordinate against in the first place. Participates in all four pillars (SEO, AEO, AIO, GEO) for the organic side; the paid side participates only in the auction layer of SEO and (in 2026) the paid auction layer that AI Overviews overlays.

2. Client Variables Intake

# PPC AND SEO COORDINATION FRAMEWORK CLIENT VARIABLES

# --- Business and Account Identity ---
business_name: ""
primary_domain: ""
business_model: ""                          # ecommerce, lead_gen, publisher, saas, local_service, mixed
google_ads_account_id: ""
microsoft_ads_account_id: ""
gsc_property_verified: false
gsc_google_ads_linked: false                # critical, enables paid plus organic report

# --- Spend and Investment ---
monthly_paid_spend_google_usd: 0
monthly_paid_spend_microsoft_usd: 0
monthly_paid_spend_other_usd: 0             # Apple Search, Yandex, Baidu, etc.
monthly_seo_investment_usd: 0               # agency or internal cost
monthly_content_production_budget_usd: 0
paid_to_organic_spend_ratio: ""             # current ratio
target_paid_to_organic_ratio: ""            # desired ratio per Section 6.5

# --- Current Channel Separation ---
paid_team_owner: ""                         # internal, agency_a, freelance, none
seo_team_owner: ""                          # internal, agency_b, freelance, none
single_team_owns_both: false
shared_weekly_standing_meeting: false       # critical coordination signal
shared_quarterly_planning: false
shared_kpi_dashboard: false
shared_keyword_inventory_doc: false

# --- Attribution Posture ---
attribution_model_in_reports: ""            # last_click, data_driven, mixed, unknown
ga4_dda_active: false                       # requires 400 monthly conversions
paid_plus_organic_report_used: false        # Google Ads native report
assist_conversions_reviewed_monthly: false
brand_vs_nonbrand_separated_in_reports: false

# --- Keyword Inventory ---
paid_keywords_count: 0
organic_keywords_ranking_top_10: 0
keyword_overlap_matrix_exists: false
overlap_review_cadence: ""                  # weekly, monthly, quarterly, never

# --- Landing Page State ---
total_landing_pages_indexed: 0
dedicated_paid_landing_pages_count: 0       # paid only, noindex or excluded from organic
shared_landing_pages_count: 0               # serve both paid and organic
landing_page_assignment_documented: false

# --- Brand Bidding Posture ---
brand_terms_inventory: []
bidding_on_own_brand: false
competitor_bidding_on_brand_observed: false
brand_bidding_incrementality_tested: false
brand_bidding_last_test_date: ""
brand_bidding_last_test_incremental_share: 0  # percent of brand paid conversions truly incremental

# --- Performance Max Posture ---
pmax_campaigns_active: false
pmax_campaign_count: 0
pmax_account_negative_keywords_applied: false
pmax_brand_exclusions_applied: false
pmax_search_term_overlap_with_search_campaigns: 0  # percent

# --- AI Search Era Variables ---
ai_overview_presence_on_priority_queries_percent: 0
paid_cpc_year_over_year_change_percent: 0
seo_share_of_serp_top_3_year_over_year_change_percent: 0
ai_engine_paid_inventory_active: false      # ChatGPT search ads, Perplexity Pro Search ads, etc.

# --- Learning Loop Cadence ---
ppc_ad_copy_to_seo_meta_test_active: false
seo_top_query_to_paid_expansion_active: false
paid_landing_page_winner_promoted_to_organic: false
learning_loop_review_cadence: ""            # weekly, monthly, quarterly, never

# --- Reporting Cadence ---
coordination_report_cadence: ""             # weekly, monthly, quarterly, ad_hoc
total_search_kpi_used: false                # paid plus organic combined view
budget_decisions_use_coordination_data: false

Coordination work cannot start until both account IDs are present, GSC is linked to Google Ads, and the GA4 DDA model is active or the alternative model is explicitly chosen. Sites failing those dependencies route back to framework-attribution.md and framework-ga4.md first.

3. What PPC and SEO Coordination Is

3.1 Definition

PPC and SEO coordination is the operational practice of running paid search and organic search as one search function with one keyword inventory, one landing page library, one attribution model, one learning loop, and one budget allocation conversation. It is not a merger of the two technical disciplines (they remain distinct skill sets); it is the elimination of the silo that runs them with conflicting goals.

The coordination contract has five clauses. First, paid does not bid on queries organic already wins unless incrementality is proven. Second, organic does not orphan high commercial intent queries that paid is covering at acceptable CPA. Third, landing pages are assigned by buyer intent, not by channel ownership. Fourth, ad copy tests feed organic meta description and title tag tests. Fifth, attribution credits both channels under the same model and surfaces the assist work.

3.2 Why This Matters Now Specifically

Three forces converged in 2025 and 2026 to make coordination consequential where previously it was advisable. First, AI Overviews now appear on 15 to 20 percent of search queries (Search Engine Land April 2026) and the cited brands in those overviews receive 91 percent more paid clicks than non cited brands on the same queries (Seer Interactive March 2026, n not disclosed). The organic SEO investment that produces an AIO citation now produces a paid auction advantage. The channels share the same authority signal.

Second, cross industry average Search CPC reached $2.96 in Q1 2026, up 12 percent year over year from $2.64 in Q1 2025 (Search Engine Land April 2026 industry analysis). Click growth lagged spend growth by 5 percentage points across the same period (Search Engine Land April 2026). Paid traffic is getting more expensive at the same time organic traffic is getting harder to capture. Sites that run paid and organic as independent channels are paying full retail twice for traffic that should be allocated dynamically.

Third, Performance Max campaign level negative keywords reached the 10,000 cap in March 2025 and shared negative keyword lists rolled out by August 2025 (Google Ads Help, ALM Corp 2025 year in review). For the first time advertisers can enforce a brand exclusion across all PMax campaigns without per campaign maintenance. The coordination cost dropped. The accounts that have not yet applied the exclusion are paying the full cannibalization tax in 2026.

3.3 The Coordination Surface

The coordination surface includes nine specific touch points where paid and organic decisions interlock. Keyword inventory (Section 5). Bid level decisions anchored to organic position (Section 6). Landing page assignment (Section 7). Brand term bidding posture (Section 8). Performance Max query exclusion (Section 9). Attribution model and assist credit (Section 10). Ad copy to meta description testing transfer (Section 11.1). Organic top query to paid expansion (Section 11.2). Paid landing page winners to organic page CRO promotion (Section 11.3). Failure at any one touch point breaks the coordination contract. Failure at three or more makes the channels actively destructive to each other.

3.4 The Coordination Dividend Versus Tax

The dividend: combined paid plus organic top two SERP presence produces 42 percent CTR versus 28 percent organic alone, with paid side conversion rate 28 percent higher when complementary organic listing is visible (Search Engine Land May 2026, n=1,100 tracked keywords). Coordinated Google plus Microsoft campaigns capture 15 to 25 percent more total qualified leads at a blended CPC 18 to 30 percent lower than Google alone (Invoca 2026 guide, source aggregate). A cited brand in AIO receives 91 percent more paid clicks on the AIO query (Seer Interactive March 2026).

The tax: roughly 18 percent of paid spend on accounts without coordination duplicates organic positions 1 to 3 (Search Engine Land May 2026 analysis). One documented branded Performance Max campaign paid approximately $500,000 for clicks that would have come through organic anyway (Revvim May 2026 case study, single advertiser). Wolfgang Digital's e commerce benchmark shows 1.77 assisted conversions per direct conversion across 95 million sessions, meaning under last click reporting most channel coordination value is invisible to the team reviewing it (Wolfgang Digital E Commerce KPI Report 2020 baseline, cited in framework-attribution.md).

4. The Cannibalization Question: Does Paid Steal from Organic?

4.1 The Question, Properly Framed

The recurring debate "does paid steal from organic" is poorly framed. The right question is per query specific: for this specific query, does the paid impression generate an incremental click and an incremental conversion that the organic impression would not have produced absent the ad? The answer varies dramatically by query type, by organic position, by competitive pressure on the SERP, and by the buyer's intent stage.

4.2 The eBay Study and What It Established

The single most cited study on paid search incrementality is Blake, Nosko, and Tadelis (2014), "Consumer Heterogeneity and Paid Search Effectiveness," conducted at eBay with experimental design. eBay halted SEM queries on brand keywords on Yahoo and MSN while continuing to pay for them on Google as a control. Result: almost all forgone click traffic and attributed sales were captured by natural search (Blake, Nosko, Tadelis 2014, eBay field experiment, NBER working paper). Substitution between paid and unpaid traffic on brand queries was nearly complete.

The non brand experiment showed a small and statistically insignificant effect on total sales but a statistically significant increase in new customers (Blake, Nosko, Tadelis 2014). The eBay study established two things that hold up in 2026 replications: brand keyword paid bidding produces minimal short term sales incrementality where the brand ranks organically, and non brand paid bidding produces measurable new customer acquisition even when total sales incrementality is hard to detect.

4.3 The Google Counter Research

Google's research team published "Incremental Clicks Impact of Search Advertising" (Chan, Lewis et al, Google Research) using a meta analysis across 400 paused account studies. The headline finding: 50 percent of ad clicks with a top rank organic result are incremental, 82 percent are incremental when the associated organic result sits in rank 2 to 5, and 96 percent are incremental when the organic result is rank 5 and below (Chan and Lewis et al, Google Research, meta analysis of 400 search ads pause studies). The pattern is the inverse of organic position: the higher the organic rank, the lower the paid incrementality.

The two findings are reconcilable. eBay isolated brand queries where the brand is overwhelmingly the top organic result. Google's meta analysis averaged across all queries including non brand where organic position varies. Together they establish the coordination rule: paid incrementality is a function of where the brand sits organically on the same query.

4.4 The Modern Replications

Haus (2024 and 2026 publications) found brand search paid bidding incrementality at 0 to 1 percent in some geo holdout tests where attribution credited brand search with 30 to 40 percent of conversions (Haus 2024 brand bidding analysis, geo holdout methodology). Recast aggregated incrementality finding: roughly 30 percent of branded search conversions are truly incremental, 70 percent would have happened through organic search anyway (Recast 2025 to 2026 client aggregate, exact n not published).

Adalysis published 2025 data on Performance Max search term overlap across 3,300 campaigns: 2.8 percent overlap at the search term level, but 67 percent of PMax campaigns had some overlap with Search campaigns for one or more terms (Adalysis 2025, n=3,300 campaigns). When both PMax and Search were eligible for the same term, Search campaigns had higher conversion rates 84 percent of the time (Adalysis 2025, n=3,300 campaigns).

4.5 The Field Test Diagnostic

The fastest diagnostic for whether paid is cannibalizing organic on a given account is a four signal check across 30 days.

Signal one: organic rankings stable for a query set but organic CTR drops. Signal two: organic traffic drops while organic positions hold. Signal three: paid CTR rises on terms where organic CTR drops. Signal four: total search conversions (paid plus organic) stay flat while paid conversions rise. An account hitting three of four signals has a cannibalization problem and should run Section 8.5 incrementality protocol.

4.6 The Honest Conclusion

Brand search paid bidding is typically not incremental when the brand ranks organically position 1 to 3 and no competitor is bidding on the brand. Brand search paid bidding becomes incremental when a competitor enters the brand auction (defensive use), when the SERP layout pushes organic below the fold (AI Overview, ad stack, shopping carousel), or when the brand is too new to rank organically. Non brand paid bidding is typically more incremental than brand bidding because the organic position is not the top result by default. Non brand paid loses incrementality on queries where the brand ranks position 1 to 3 organically (Google Research meta analysis 2011 baseline still cited in 2026).

The honest conclusion creates the bid coordination rule in Section 6: paid bid level scales inversely with organic position on the same query. The lower the organic position, the higher the paid incrementality, the more aggressive the paid bid.

5. Keyword Overlap Analysis

5.1 The Inventory Step

Coordination starts with a single source of truth document listing every keyword the account targets in either channel. The inventory has four columns. Keyword text. Channel coverage (paid only, organic only, both). Current paid metrics (impressions, clicks, CPC, conversion rate, CPA). Current organic metrics (impression rank, CTR, sessions, conversion rate).

The inventory is built monthly. Source for paid: Google Ads search terms report plus Microsoft Advertising search terms report. Source for organic: Google Search Console queries report filtered to top 1,000 by impression. Combine on lowercase keyword exact match in a spreadsheet or a BigQuery materialized view.

5.2 The Three Tier Matrix

Each keyword in the inventory falls into one of nine matrix cells defined by paid presence and organic position.

Cell A is the cannibalization risk zone. The query already ranks organic top 3. Paid spend is duplicating organic traffic absent a defensive scenario (competitor bidding) or a SERP layout that pushes organic below the fold. Action: run Section 8.5 incrementality test, reduce or pause if no lift detected.

Cell B is the harvest gap. Organic ranks position 4 to 10 with material CTR loss versus position 1 to 3. Paid covers the lost click volume while SEO works the organic position up. Action: maintain paid until organic reaches position 3, then move to Cell A treatment.

Cell C is the paid primary zone. Organic does not rank or ranks below position 10. Paid carries the entire commercial weight while organic content is built. Action: full paid bid, SEO content brief queued per Section 11.2.

Cell D is the organic win zone. No paid running, organic ranks top 3. Healthy. Monitor monthly for organic position decay.

Cell E is the organic improvement zone. No paid running, organic ranks 4 to 10. SEO works the position up. Optional paid entry if the query is high commercial value and SEO timeline is long.

Cell F is the coverage gap. No paid, no organic ranking. The query is uncovered. Evaluate whether the query justifies content investment, paid coverage, or neither.

Cell G is the content gap zone. Paid is converting on the query at acceptable CPA but no organic content exists for the query. The paid signal is proof of commercial intent. Build organic content priority (highest learning loop value).

Cell H is similar to G but with lower priority. Paid is converting, organic ranks 4 to 10 but content does not yet meet the intent fully. Refresh the existing page.

Cell I is the paid only zone. Paid converts but organic content is not feasible (transactional query the SERP layout will not give organic real estate, e g extremely competitive long tail or branded competitor terms). Accept paid as the only viable channel.

5.3 Matrix Application Cadence

The matrix is regenerated monthly. Movement between cells is the operational signal: a Cell B keyword that moves to Cell A within 90 days is a coordination win (organic position improved, paid can pull back). A Cell C keyword that does not move toward Cell H within 180 days is a SEO failure (no organic progress despite paid signal proving commercial value).

The matrix is reviewed in the monthly coordination meeting with both paid and SEO owners present. Disagreements about cell assignment are escalated to the Section 1.4 conflict resolution rules.

5.4 Keyword Gap Analysis Tools

Semrush Keyword Gap accepts up to 5 domains and returns the keyword overlap matrix across organic, paid, and PLA keyword sets (Semrush product documentation 2026). The output is filtered to "Missing" (you do not rank, competitors do) and "Weak" (you rank but competitors rank higher) for the harvest gap conversation.

Ahrefs Site Explorer paid keywords report pulls competitor paid keywords, ad copy, landing page URLs, and CPC estimates (Ahrefs product documentation 2026). The intelligence value is high for new account coordination work because it surfaces what competitors are paying to capture against terms the client might rank for organically.

The Google Ads paid plus organic report (linked to GSC) is the native version. It updates daily and shows for each query the paid impressions, paid clicks, organic clicks, and organic impression rank side by side (Google Ads Help, support.google.com/google-ads/answer/3097241). This is the authoritative inventory for the matrix because both sides come from Google's own data.

5.5 Assignment Rules

Once cells are assigned, three rules govern action.

Rule one: no paid bid above 5 percent of conversion value on any Cell A keyword without a documented Section 8 incrementality test result in the past 90 days. The rule prevents accumulated cannibalization on accounts where Cell A keywords pile up over years of campaign maintenance.

Rule two: every Cell B keyword has a documented SEO action plan with a target organic position date. Cell B is intentionally temporary. Sites that have Cell B keywords still at position 4 to 10 after 180 days are paying paid CPC indefinitely for traffic that should be organic by now.

Rule three: every Cell G keyword has a content brief in the SEO queue within 30 days of first appearing in Cell G. The paid signal validated commercial intent. Failure to convert that signal into organic content is the most common learning loop break.

6. Bid Strategy Coordination

6.1 The Core Principle

Paid bid level on a query is a function of three inputs: the commercial value of the conversion, the auction price required to win the click, and the marginal incrementality of the paid click given organic position on the same query. The third input is the coordination variable. Accounts that ignore it bid the same level on every Cell A and every Cell C query as if organic did not exist.

6.2 The Bid Multiplier Table

A coordination aware bid strategy applies a multiplier to the base bid based on organic position.

The multiplier ranges are guides not rules. The actual bid is a function of CPA target and conversion value. The point of the table is the directional principle: bid less where organic is strong, more where organic is weak.

6.3 The High Organic Position Reduction

For Cell A queries (organic 1 to 3, paid running), the coordination protocol is a four step reduction.

Step one: confirm SERP layout. If AI Overview is present on the query 50 percent or more of the time, the organic top 3 position no longer guarantees above the fold visibility. Paid may be incremental. Skip to Step three.

Step two: confirm competitive pressure. If a competitor is observed bidding on the query in the past 30 days (verify via SpyFu, SEMrush, Ahrefs, or manual SERP audit), defensive paid is justified. Skip to Step three.

Step three: run a 30 day reduced bid test. Reduce the bid to 0.3x of baseline. Hold organic content stable. Measure conversion volume on the query. If conversion volume drops more than 15 percent during the test, the paid impression was producing incremental conversions. Restore bid to a level between 0.5x and 0.8x.

Step four: if conversion volume does not drop during the reduced bid test, the paid impressions were cannibalizing organic. Reduce further to 0.0x to 0.2x, monitor for 60 more days, then exclude the query from paid altogether or apply as exact match negative.

6.4 The Low Organic Position Increase

For Cell C queries (organic 11+ or unranked, paid running), the coordination protocol increases the paid bid because the paid click is fully incremental.

If the query has a CPA at or below the account target, raise the bid to capture more impression share. Cell C queries should run at 100 percent impression share until the SEO side closes the gap with new content.

If the query CPA is above target, the question is whether the SEO timeline can deliver organic capture before the paid CPA reduces below target through ad optimization. For most non brand queries, organic capture on a new query takes 6 to 18 months. If the paid CPA can be improved within 6 months through bid, ad copy, and landing page work, sustain paid. If not, pause paid and accept the coverage gap until SEO catches up.

6.5 Budget Allocation Between Channels

The standard 2026 starting allocation for accounts with no historical data: 60 percent organic content investment, 40 percent paid spend. The ratio shifts toward 70 to 80 percent organic as rankings mature (multiple agency aggregate published in Search Engine Journal 2026, Go TechSolution 2026). The exact ratio depends on business model.

For local service businesses with rapid lead need: 30 to 40 percent organic, 60 to 70 percent paid in months 1 to 6, shifting toward 50/50 by month 12 as local pack and organic positions mature. For e commerce: 50/50 starting allocation, with shopping ads as a paid majority and organic content driving long tail discovery. For SaaS B2B: 60 to 70 percent organic in years 1 to 2 (high content investment), 30 to 40 percent paid for high commercial intent demo and trial signup queries. For publishers: 90 percent organic, 10 percent paid only for newsletter promotion and event drives.

The allocation should be reviewed quarterly. Allocation decisions made on attribution model output should always pass the Section 10 attribution model check first, otherwise the allocation is reacting to last click signal rather than data driven assist conversion signal.

6.6 The Cross Channel Bid Adjustment Workflow

Monthly workflow for the paid manager and SEO manager.

Week one: regenerate the Section 5 matrix.

Week two: identify Cell A queries (organic 1 to 3, paid running) where bid has not been reviewed in 90 days. Apply Section 6.3 reduction protocol.

Week three: identify Cell C queries (organic 11+ or unranked, paid running) where bid is below 1.0x. Evaluate Section 6.4 increase.

Week four: identify Cell B queries (organic 4 to 10) that have moved or not moved. Update target organic position dates.

The output is a bid adjustment list executed in Google Ads and Microsoft Ads in the first week of the following month.

7. Landing Page Strategy: Paid Versus Organic

7.1 The Default and Why It Fails

The default landing page strategy in undermanaged accounts: paid ads point to the same pages organic ranks. This works only when the page is genuinely conversion optimized and the paid intent matches the organic intent. It fails when the page is informational (organic blog post) and the paid traffic expects a transactional flow, or when the page lacks the urgency signals paid traffic responds to (countdown timer, social proof carousel, single CTA).

The opposite failure: every paid campaign builds a dedicated landing page with no relationship to the organic site, the landing pages are excluded from organic indexing (or worse, indexed and competing with the main site for the same queries), and paid landing pages diverge from the brand site over time.

The coordinated approach assigns landing pages by buyer intent, not by channel ownership.

7.2 The Three Landing Page Categories

Category one: shared conversion pages. These pages serve both paid and organic traffic. They are conversion optimized (high contrast CTA, social proof, trust signals, mobile first) and they target a clear commercial query that ranks organically. The product page on an e commerce site, the service page on a local service site, the pricing page on a SaaS site. These pages are indexed, optimized for organic ranking, and used as paid destinations.

Category two: dedicated paid landing pages. These pages exist only for paid traffic and are excluded from organic indexing (noindex meta tag). They are used when paid creative needs a message match that conflicts with the organic page (e g a discount offer specific to a campaign), when the paid campaign targets a query the brand cannot or will not rank for organically, or when A/B testing on the paid side requires variant pages that should not appear in organic results.

Category three: organic content pages. These pages serve organic traffic and are not used as paid destinations. They target informational queries (blog posts, guides, articles). They convert visitors through soft CTAs (newsletter signup, related product link, contextual offer) rather than the high pressure conversion flow paid traffic expects.

7.3 The Assignment Decision Tree

For each commercial query, the assignment decision follows three questions.

Question one: does the query indicate a conversion ready buyer? If yes, the destination is a Category one shared conversion page. If no, paid should not bid on the query at all (Section 6 retreats from the bid).

Question two: does the existing organic page for the query convert at acceptable rate for paid traffic? If yes, use the organic page as the paid destination (shared). If no, build a Category two dedicated paid landing page.

Question three: is the dedicated paid page going to remain in use longer than 90 days? If yes, build it well and excluded from organic. If no, consider whether the campaign is worth the maintenance overhead.

7.4 The Quality Score Page Experience Overlap

Google Ads Quality Score has three components: expected CTR, ad relevance, and landing page experience (Google Ads Help, support.google.com/google-ads/answer/6167118). Landing page experience is weighted slightly higher than ad relevance and measures how relevant and useful the landing page is to people who click the ad (Google Ads Help 2026 documentation).

In 2026, Google's AI driven quality prediction model puts more emphasis on content relevance, navigation clarity, and ad to page consistency (Optmyzr 2026 quality score analysis, Foundry CRO 2026 best practices). Google's AI actively reads the landing page content to match ads to intent (Optmyzr 2026 commentary). User engagement signals (back button speed, dwell time) directly affect the quality score per public Google guidance (Visual Marketing 2026, citing Google Ads Help).

The overlap with SEO is substantial. The signals that produce a good landing page experience score in Google Ads are the same signals that produce a good Core Web Vitals score and the same signals that the Helpful Content System rewards. A page that scores well on LCP, INP, and CLS will score well on landing page experience. A page that scores well on E-E-A-T signals (clear authorship, transparent contact info, useful content) scores well on ad to page consistency. Ads with above average landing page experience and ad relevance see CPCs 36 percent below average (WordStream 2026 aggregate citing Google Ads data).

Coordinated landing pages get a Quality Score dividend (lower CPC, higher ad position) on top of the SEO ranking dividend (higher organic position, higher CTR). The same page work pays twice.

7.5 Excluding Dedicated Paid Pages from Organic

When Category two pages exist, they must be excluded from organic indexing. Three exclusion mechanisms apply.

First: <meta name="robots" content="noindex, nofollow"> in the head of the page. This prevents the page from appearing in Google organic results.

Second: Disallow: /paid-landers/ in robots.txt if all dedicated pages live in a subdirectory. This prevents crawler access.

Third: rel canonical pointing to the equivalent organic page if the dedicated paid page is a variant. This consolidates ranking signals to the canonical organic page.

The Nginx config for a paid only subdirectory pattern at /var/www/sites/[domain]/:

location /paid-landers/ {
    add_header X-Robots-Tag "noindex, nofollow" always;
    try_files $uri $uri/ /paid-landers/index.html;
}

Use noindex for individual page exclusion, robots.txt for directory wide exclusion, and rel="canonical" when the paid variant is a tested variation of an organic page that should remain the indexed version.

7.6 The Conversion Lift Numbers

Studies show 70 percent higher bounce rate on homepages versus dedicated landing pages, 2 to 3x higher conversion rates with dedicated PPC landing pages, and 50 percent or more lower CPC when landing page experience is rated "Above Average" (Apexure 2026 aggregate citing multiple advertiser studies). Google's data shows that a 1 second delay in mobile page load time can reduce mobile conversions by up to 20 percent (Google Ads Help 2026 documentation).

Critical caveat: the 2 to 3x conversion lift figure compares dedicated paid landing pages against generic homepage destinations. The lift collapses when the alternative is a well optimized organic product or service page. The decision is not "dedicated landing page or homepage" but "dedicated landing page or coordinated shared conversion page." Coordinated shared pages perform within 10 to 15 percent of dedicated landing pages in most measured tests and have the additional benefit of pulling organic traffic at zero acquisition cost.

8. Brand Term Bidding

8.1 The Always On Debate

Brand term bidding (bidding paid ads on queries containing your own brand name) is the single most contested coordination decision. The paid team's default position: brand search ROAS is high, brand defense matters, the cost is small relative to the protection. The SEO team's default position: the brand owns position 1 organically already, paid is paying for clicks that come anyway.

Both positions have evidence. The resolution is incrementality testing per Section 8.5 not ideological commitment.

8.2 The Default Evidence

Branded search ROAS reported in Google Ads native reporting is typically 10x to 30x for established brands. The same Google Ads ROAS reporting credits 100 percent of brand search conversions to the paid click without considering whether the user would have clicked the organic result instead.

Haus 2024 to 2026 client aggregate analysis found that turning off branded search typically shifts 70 to 85 percent of converted users to organic search results for the same brand terms (Haus 2024 brand bidding analysis, geo holdout test aggregate). The actual incremental conversions captured by brand paid bidding sit in the 15 to 30 percent range across the studied advertisers.

Recast 2025 to 2026 aggregate: roughly 30 percent of branded search conversions are truly incremental, 70 percent would have happened through organic search anyway (Recast 2026 published aggregate). The 30 percent incremental share is concentrated on three scenarios discussed in Section 8.4.

8.3 Competitor Bidding on Your Brand

Google permits bidding on competitor trademarks as keywords in US ad accounts (Google Ads Policy on Trademarks, support.google.com/adspolicy/answer/6118, last reaffirmed 2024 Warby Parker ruling). Competitors cannot use the trademarked name in ad copy, headline, or display URL without permission, but they can use it as a keyword.

The 2024 Warby Parker case clarified the US legal framework: keyword bidding on competitor brand names is legal, the complaint driven enforcement model handles ad copy violations (BluePear 2026 trademark policy summary, BrandVerity 2026 rules). The rules in 2026 are more settled than they have been in a decade (GrowLeads 2026 legal playbook citing Warby Parker).

The implication: brand paid bidding becomes incremental when a competitor enters the brand auction. The competitor's ad takes the top of the SERP. The brand's organic position 1 is pushed below the competitor's paid ad. Brand paid bidding reclaims the top of the SERP.

The diagnostic: weekly competitor brand SERP audits. Run the brand name search from an incognito browser in a representative geo. If a competitor ad is showing on the brand query, brand paid is defensive and incremental. If no competitor ad is showing, brand paid is the eBay study scenario (cannibalization risk high).

8.4 The Three Scenarios Where Brand Paid Is Incremental

Scenario one: competitor in the brand auction. Defensive use. Bid until the competitor exits.

Scenario two: SERP layout pushes organic below the fold. AI Overview on the brand query, ad stack pushing organic below the visible viewport, shopping carousel overlay. The organic position 1 no longer guarantees above the fold visibility. Brand paid recovers it.

Scenario three: brand search query has commercial modifiers that take the user past brand discovery to a specific transactional intent ("brand name pricing," "brand name buy," "brand name free trial"). The paid ad can route to a deeper conversion flow than the organic homepage default. Incrementality comes from the conversion lift, not from the click capture.

If none of the three scenarios applies, brand paid bidding is the eBay study scenario and the bid should be minimal or zero pending Section 8.5 incrementality testing.

8.5 The Incrementality Testing Protocol

The decision to bid on brand is not made on platform ROAS. It is made on geo holdout test result.

Protocol:

Step one: divide geos into matched pairs based on baseline conversion volume, organic position, and competitive presence. Recast recommends 30 to 60 days for brand search incrementality tests; an experiment running with 95 percent power requires 4 weeks with a 30 percent holdout (Recast 2025 to 2026 methodology, citing geo holdout standards from Google Research).

Step two: in the test geos, pause brand paid bidding entirely. In the control geos, keep brand paid running at baseline.

Step three: measure total conversions (paid plus organic) by geo over the test period. The difference between control geos and test geos represents the incremental paid contribution.

Step four: calculate the incremental share of brand paid conversions. If the incremental share is below 25 percent, brand paid is largely cannibalizing organic. Reduce bid to defensive level. If the incremental share is above 50 percent, brand paid is justified at full bid.

Step five: rerun the test annually because competitive presence and SERP layout change.

The geo holdout method requires more sophistication than most accounts have in house. Haus, Recast, Cassandra, and Google's Meridian GeoX (previewed May 2026 per Search Engine Land) provide platform support for the test methodology. The cost of the platform is typically less than the cost of unverified brand paid spend over a single quarter on accounts spending more than $25,000 monthly on brand paid.

8.6 The Always On Posture Decision

For accounts that cannot run incrementality tests, the default posture is conservative: brand paid at low bid level (just enough to maintain top ad position when competitor enters auction), set up alerts for competitor brand bidding events, and full pause when no competitor present. This avoids the worst case ($500,000 documented spend leak per Revvim May 2026 case study, single advertiser) without the testing infrastructure cost.

For accounts that can run incrementality tests, the posture is data driven: test annually, adjust bid level to match the incremental share, document the result for the budget conversation.

9. Performance Max and SEO Friction

9.1 The Problem

Performance Max launched in 2021 and has become the dominant Google Ads campaign type for retail and lead generation accounts. PMax uses broad signal targeting (audience, asset, location, device) and Google's automated query matching to expand reach beyond keyword targeted Search campaigns. The expansion is the friction point for SEO coordination.

PMax search term overlap with Search campaigns reached 2.8 percent at the search term level but 67 percent at the campaign level across the Adalysis 2025 study of 3,300 campaigns (Adalysis 2025, n=3,300 campaigns). The campaign level overlap matters because PMax bids are managed at campaign level, not at search term level, which means PMax can capture brand queries the advertiser would never have targeted at the keyword level.

One documented branded Performance Max campaign paid approximately $500,000 for clicks that would have come through organic anyway (Revvim May 2026 case study, single advertiser). Branded search is the most common single failure case but PMax can also capture queries the organic side already wins at position 1 to 3.

9.2 The Account Level Negative Keyword Solution

Google rolled out account level negative keywords for Performance Max on January 23, 2025, expanding to a 10,000 keyword cap in March 2025 (Google Ads Help, ALM Corp 2025 year in review). Shared negative keyword lists rolled out by August 7, 2025 (Karooya 2025 update, citing Google Ads documentation).

The 2026 PMax negative keyword posture:

First, maintain a brand exclusion list containing the brand name, common brand misspellings, branded product names, founder name, and any term that triggers brand searches. Apply at the account level so all PMax campaigns inherit.

Second, maintain an organic protection list containing terms where the brand ranks organic position 1 to 3 (Cell A from Section 5.2). Apply at the account level. This prevents PMax from spending on terms organic already wins.

Third, maintain a competitor brand exclusion list (terms naming competitors). Apply at the account level. This prevents PMax from spending on competitor brand queries that almost never convert to your brand.

Fourth, review search term reports monthly via Adalysis or similar third party tooling. Google's native PMax search term reporting is limited; third party tools surface the actual queries triggering the campaign.

9.3 The Brand Exclusion Mechanism

In 2026, Performance Max provides two separate brand controls. Brand exclusions allow advertisers to apply brand list exclusions to search text ads only, while keeping branded traffic for Shopping ads (Google Ads Help 2026 documentation). The split is useful for retail advertisers who value branded Shopping ad impressions but want to handle branded search traffic in dedicated Search campaigns with proper landing page assignment.

The brand exclusion list is managed separately from negative keywords. It uses Google's brand classifier rather than keyword matching, which catches misspellings and brand variants the negative keyword list might miss.

9.4 The PMax Negative List in Practice

A typical 2026 PMax account level negative list contains:

# Brand defense
brand_name
brand_misspelling_1
brand_misspelling_2
brand_acronym
founder_name

# Organic protection (Cell A queries)
high_organic_query_1
high_organic_query_2
[refresh monthly per Section 5.5 matrix]

# Competitor brand exclusion
competitor_1
competitor_2

# Irrelevant intent
free [brand_name]
[brand_name] login
[brand_name] careers
[brand_name] customer service
[brand_name] contact

# Geographic exclusion (if local service)
[non_service_area_city_1]
[non_service_area_city_2]

The list is reviewed monthly and updated based on the Section 5 matrix. New Cell A queries get added. Queries that fall out of Cell A (organic rank drops below 4) get removed.

9.5 The Display and YouTube Inventory Caveat

Negative keywords currently only apply to Search and Shopping inventory within PMax. Display and other placements are not covered (Groas 2025 PMax negative keyword guide, citing Google Ads documentation). Brand exclusions and negative keywords cannot fully prevent PMax from showing the brand against unrelated content in Display placements. The mitigation is placement exclusion lists (excluding specific YouTube channels, app categories, or content categories) rather than keyword exclusion.

10. Attribution Integration

10.1 The Cross Reference

Attribution architecture is covered in detail in framework-attribution.md. This section specifies the integration points where attribution must coordinate paid and organic credit.

10.2 The Data Driven Attribution Default

GA4 reports default to data driven attribution since the September 2023 model removal of all other models from standard reporting. DDA distributes credit across all touch points using a Shapley value across the converting path (GA4 documentation 2026, framework-attribution.md Section 5). The DDA model requires 400 monthly conversions per conversion type to activate; below the threshold it silently falls back to last click.

For paid plus organic coordination, DDA is the correct model because it surfaces the assist work both channels do. Wolfgang Digital E Commerce KPI Report baseline showed 1.77 assisted conversions per direct conversion across 95 million sessions (Wolfgang Digital 2020, cited in framework-attribution.md), meaning the average converting path touches 2.77 channels. Last click reports credit only the final touch and erase the coordination value. DDA distributes the credit and shows where the touches happened.

10.3 The Paid Plus Organic Report

Google Ads provides a native paid plus organic report when Search Console is linked to the Google Ads account (Google Ads Help, support.google.com/google-ads/answer/3097241). The report shows for each query: paid impressions, paid clicks, paid CTR, organic clicks, organic impression rank, and combined CTR. Updates daily.

This is the primary operational dashboard for the Section 5 matrix maintenance. The matrix is regenerated monthly from this report combined with GSC export for terms not in the Google Ads query set.

The linking is a two click process in Google Ads (Tools and Settings, Linked Accounts, Search Console, Link). Requires administrative access to both accounts. Historical data pre link is not visible; data accumulates from the link date forward (Almond Solutions 2026 guide, Connective3 linking documentation).

10.4 The Assisted Conversion Lens

GA4 Conversion Paths report shows for each converting path the channels touched, the position of each channel in the path (early, middle, late), and the attributed credit per channel under DDA. The report is the operational tool for the SEO budget defense conversation: it surfaces paths where organic was the first or middle touch and paid was the last, paths where the inverse is true, and paths where both contributed throughout.

Monthly review cadence. The output drives:

Item one: identification of channel pairs that always co occur (organic and email, organic and direct, paid and direct). These pairs are the coordination wins.

Item two: identification of paths where organic is early and paid is late. These indicate paid is closing on organic generated demand. The paid ROAS on these paths is high but the incremental share is low. Adjust paid budget allocation toward earlier funnel paid (display, video) or accept the harvest pattern.

Item three: identification of paths where paid is early and organic is late. These indicate paid is generating demand that organic harvests. Brand awareness paid (search, display, video) deserves credit even though it appears in conversion paths with low credit under DDA.

10.5 The Three Model Comparison

Every monthly report includes the same conversion totals under three models: last click, data driven, and a position based model (40 percent first, 40 percent last, 20 percent middle).

The model comparison surfaces the coordination story. Last click typically credits brand search paid and direct as the largest channels. DDA shifts credit toward organic, email, and non brand paid (the channels doing assist work). Position based credits the first and last touches roughly equally and surfaces brand awareness work that earned a first touch.

The model comparison is the artifact used to defend budget allocation decisions. It allows the SEO budget conversation to land on data driven credit rather than last click underestimate.

10.6 The Brand Search Separation

Brand search organic and brand search paid are reported separately from non brand organic and non brand paid in every coordination report. Bundled reporting hides the harvest pattern (brand search converts at high rate because the buyer already knows the brand from upstream content) and credits brand search to whichever team owns it.

The separation method: in GA4, define brand search via a custom dimension that splits sessions by whether the landing query contains the brand name. In GSC, filter the queries report by query contains brand to isolate the brand subset. In Google Ads, separate brand campaigns from non brand campaigns. The three feeds combine into a single weekly Looker Studio dashboard with brand and non brand separately reported across paid and organic.

See framework-attribution.md Section 9 for the detailed brand search separation methodology.

11. Learning Loops

11.1 PPC Ad Copy as SEO Title Tag Testing

Google Ads provides the fastest title and description tag testing environment available. Ad copy variants can be tested with sufficient impression volume to reach statistical significance within days on accounts with material paid spend. SEO title and meta description testing typically requires months on the organic side because impressions accumulate slowly and CTR signal is noisy.

The coordination workflow:

Step one: identify the SEO priority page set (pages ranking position 4 to 10 with material impression volume in GSC, the Cell B set in Section 5.2 terms).

Step two: build a paid ad copy testing harness for the same queries. Run 4 to 6 ad copy variants per query for 14 to 30 days at low bid level (cost is the testing budget).

Step three: identify the winning ad copy variant per query (highest CTR, secondary metric: highest conversion rate).

Step four: translate the winning ad copy into a meta description revision for the corresponding organic page. The variables tested in paid (urgency, social proof number, benefit framing, question form) transfer to organic meta description.

Step five: measure organic CTR change for the modified page across 30 to 60 days in GSC.

Seer Interactive case study: by auditing and optimizing meta descriptions of underperforming pages using high performing PPC ad language, organizations increased CTRs for pages by an average of 65 percent, with documented case study showing a 52 percent organic CTR lift on Vitas Healthcare (Seer Interactive case study, sample one Vitas client). Search Engine Land 2007 era coverage by Andrew Goodman ("Using PPC Ads to Fine Tune Your Organic Ad Copy") established the pattern that 2026 case studies still validate.

11.2 PPC Landing Page Tests as CRO Inputs

The paid side runs continuous landing page tests because conversion rate directly drives ROAS. The SEO side runs landing page tests less frequently because organic conversion rate is one of several optimization variables alongside ranking, CTR, and relevance.

The coordination workflow: every paid landing page test that produces a statistically significant winner (typically a 10 to 30 percent conversion rate lift over the control) is promoted to the organic equivalent page.

Examples: a paid landing page test that finds a shorter form converts better than a longer form transfers to the organic equivalent service page form. A paid landing page test that finds a testimonial carousel converts better than a static review block transfers to the organic equivalent product page testimonial section. A paid landing page test that finds a pricing visibility pattern (showing the price versus gating it behind a quote request) converts better transfers to the organic equivalent pricing or service page.

The promotion is sequential, not simultaneous. The paid test runs first (faster signal). The winner is implemented on the paid page first. Once the win is confirmed at scale, the same change is rolled out to the organic page. The two pages stay coordinated in conversion architecture, paid running ahead of organic on test cycle.

See framework-cro.md for the testing methodology that supports this loop.

11.3 Organic Top Queries as Paid Expansion Targets

The inverse loop. The organic side has visibility into the queries that brought users to the site that are not yet covered by paid. The paid side has visibility into the queries that converted via paid that are not yet covered by organic content. Both sides export their visibility monthly into a shared queue.

Workflow for organic to paid:

GSC queries report for the past 28 days, filtered to queries with position 4 to 20 (not yet top 3 organic) and clicks greater than zero. Cross check against Google Ads keyword list. Queries appearing in GSC but not in Google Ads are candidates for paid expansion.

Filter further to queries with commercial intent (transactional or commercial investigation per framework-keywordresearch.md Section 3). Add 10 to 20 new keywords per month to paid based on the candidate list. Bid at exploratory level (low bid, exact match) for 30 days. Promote to standard bid level if conversion data supports it.

Workflow for paid to organic:

Google Ads search terms report for the past 30 days, filtered to queries with conversions greater than zero. Cross check against GSC top queries. Queries appearing in Google Ads search terms but not in GSC top 1,000 are candidates for organic content investment.

Filter further to queries with material volume (paid impressions greater than 500 per month). Build a content brief for the top 5 to 10 candidates per month. The brief targets the query, the intent (verified by SERP analysis per framework-keywordresearch.md Section 3.3), and the conversion path the paid side has already validated.

The two workflows feed a shared monthly meeting between paid and SEO owners. The output is paid expansion list and SEO content brief queue.

11.4 The Learning Loop Cadence

Weekly: paid manager reviews search terms report and flags new queries.

Monthly: shared meeting between paid and SEO. Section 11.3 cross feed. Section 5 matrix regeneration. Section 6.6 bid adjustments. Section 11.1 ad copy winner promotion to meta description.

Quarterly: incrementality test results review (Section 8.5). Budget allocation review (Section 6.5). Content brief queue health check (Section 11.3).

Annually: full Section 13 coordination audit. SEO and paid team contract refresh if separate vendors.

12. Common Coordination Mistakes

12.1 The Top 10 Anti Patterns

The recurring anti patterns the audit surfaces across 2025 and 2026 engagements.

Anti pattern 1: paid and SEO managed by separate vendors with no shared dashboard. Each vendor reports its own channel performance under last click. Total search performance is never reviewed. Coordination tax accumulates invisibly. Fix: implement Section 14.2 shared coordination dashboard within 30 days.

Anti pattern 2: brand paid bidding at full bid level with no incrementality test in the past 12 months. Default assumption: brand paid ROAS is high, brand paid is worth it. Reality: 70 percent of brand paid conversions would convert via organic anyway (Recast 2025 to 2026 aggregate). Fix: run Section 8.5 incrementality protocol within 60 days, adjust bid level accordingly.

Anti pattern 3: Performance Max running with no account level negative keyword list. PMax captures branded queries, competitor queries, irrelevant intent queries. Fix: apply Section 9.4 negative list within 7 days.

Anti pattern 4: paid ads sending to homepage rather than dedicated landing pages or coordinated conversion pages. Conversion rate suffers, Quality Score suffers, CPC inflates. Fix: implement Section 7.2 three category model within 60 days.

Anti pattern 5: paid keyword list and SEO target keyword list maintained as separate documents. Updates to one never propagate to the other. The Section 5 matrix is not maintained. Cell A and Cell C queries accumulate without action. Fix: unify the keyword inventory into a single source of truth (spreadsheet, Notion database, BigQuery table) updated monthly.

Anti pattern 6: last click attribution model used in all coordination reports. SEO assist work is invisible. Paid takes credit for harvest. Budget conversation defaults to "paid converts, SEO does not." Fix: implement framework-attribution.md three model comparison within 30 days. DDA as the primary model.

Anti pattern 7: paid ad copy winners not transferred to organic meta descriptions. Paid testing infrastructure produces signal that organic page CTR never benefits from. Fix: implement Section 11.1 workflow as monthly cadence.

Anti pattern 8: organic top converting queries not added to paid keyword list. SEO produces commercial intent signal that paid expansion never benefits from. Fix: implement Section 11.3 workflow as monthly cadence.

Anti pattern 9: bidding on competitor brand without competitor monitoring. Competitor exits the brand auction, brand paid is left in defensive posture against an absent threat. Spend continues without justification. Fix: weekly competitor SERP audit per Section 8.3. Pause defensive brand paid when no competitor present.

Anti pattern 10: Performance Max brand exclusion not applied. PMax captures branded queries despite advertiser intent to handle brand traffic in dedicated Search campaigns. Documented case: $500,000 spend leak (Revvim May 2026, single advertiser). Fix: apply Section 9.3 brand exclusion controls within 7 days.

12.2 The Symptoms Checklist

The recurring symptoms in audited accounts that map to coordination failures.

Symptom one: paid CTR and conversion rate strong, organic CTR declining, organic positions stable. Mapping: cannibalization (Anti pattern 1, 2, 3, 10). Run Section 4.5 diagnostic.

Symptom two: paid CPA acceptable, total search CPA unknown. Mapping: no coordinated reporting (Anti pattern 1, 6). Implement Section 14.2 dashboard.

Symptom three: SEO budget proposal under pressure quarter over quarter. Mapping: attribution model crediting paid for SEO assist work (Anti pattern 6). Implement framework-attribution.md three model comparison.

Symptom four: high spend on a small set of brand and category terms, low conversion volume from non brand terms. Mapping: paid not expanding to non brand coverage that organic top queries would inform (Anti pattern 8). Implement Section 11.3 organic to paid workflow.

Symptom five: organic page CTR low at strong organic positions. Mapping: meta descriptions not benefiting from paid ad copy testing (Anti pattern 7). Implement Section 11.1 workflow.

Symptom six: PMax campaign spending against irrelevant or brand queries. Mapping: no negative list or no brand exclusion (Anti pattern 3, 10). Implement Section 9.4 negative list and Section 9.3 brand exclusion.

12.3 The Hidden Costs

The coordination tax is rarely visible as a single line item. The hidden costs accumulate across three categories.

Category one: duplicated spend. The paid CPC paid for clicks that would have come organic anyway. Estimated 18 percent of paid spend on uncoordinated accounts (Search Engine Land May 2026 analysis, n=1,100 keywords).

Category two: opportunity cost. The paid budget that could have funded non brand expansion is instead spent on Cell A defensive duplication. The SEO budget that could have funded Cell G content investment (paid validated commercial intent) is instead spent on lower priority content.

Category three: learning loop cost. The paid testing produces signal organic never uses. The organic data produces signal paid never uses. Both channels run at a fraction of their potential because they do not benefit from each other's learning.

The three categories combined typically represent 20 to 35 percent of total search performance lift available on coordination intervention, based on the agency aggregate published in the Section 1.6 referenced sources.

13. Audit Rubric

13.1 The 20 Item Scorecard

Auditor checks 20 items across paid and organic coordination. Each item scores 0 (fail), 1 (partial), or 2 (full). Maximum score 40. The score band determines the remediation priority.

Items C1 through C5: critical infrastructure. Items C6 through C12: coordination operational practice. Items C13 through C20: learning loops and attribution.

Score bands:

• 0 to 15: failing coordination. Critical items C1 to C5 typically failing. Remediation priority highest.
• 16 to 25: partial coordination. Operational items C6 to C12 inconsistent. Remediation priority high.
• 26 to 33: functional coordination. Learning loop items C13 to C20 underexploited. Remediation priority medium.
• 34 to 40: mature coordination. Quarterly review cadence and annual incrementality testing maintain state.

13.2 The First 90 Days Subset

For accounts in failing coordination state (score below 16), the first 90 days remediation focuses on five items.

Day 1 to 7: implement C4 (PMax account level negatives) and C5 (PMax brand exclusion). Immediate spend leak mitigation.

Day 8 to 30: implement C1 (Google Ads linked to GSC) if not yet done. Generate initial Section 5 matrix from the paid plus organic report.

Day 31 to 60: implement C3 (shared keyword inventory) operationally. Begin C10 (Cell A monthly review) and C11 (Cell B target dates).

Day 61 to 90: implement C13 (three model attribution comparison). Establish C19 (coordination meeting cadence). Output: first coordination report containing all five items.

This first 90 days remediation typically reduces coordination tax by 50 to 70 percent based on agency aggregate. The full 20 item remediation extends to 6 to 12 months.

13.3 The Audit Output Document

The audit output is a single document with five sections.

Section one: executive summary. Score (X of 40), band (failing, partial, functional, mature), critical findings (C1 to C5 fails), largest remediation opportunity.

Section two: matrix snapshot. Current Section 5 matrix output for the past 90 days. Cell counts, top 10 Cell A queries (cannibalization candidates), top 10 Cell C queries (paid only), top 10 Cell G queries (content gap).

Section three: spend analysis. Estimated coordination tax (duplicated paid spend on Cell A queries). Estimated learning loop cost (paid budget on Cell C queries that should be organic).

Section four: 20 item scorecard with notes per item.

Section five: 90 day remediation plan if score below 16. Otherwise quarterly review cadence recommendation.

14. Maintenance Schedule and Report Templates

14.1 Maintenance Cadence

Weekly: paid manager runs search terms report for both Google Ads and Microsoft Ads, flags new queries. Competitor brand SERP audit per Section 8.3.

Monthly: Section 5 matrix regeneration from paid plus organic report. Section 6.6 bid adjustment workflow. Section 11.1 ad copy to meta description workflow. Section 11.3 keyword expansion exchange. Coordination meeting with both owners present.

Quarterly: full Section 13 audit re run. Section 6.5 budget allocation review. Section 8.5 incrementality test on highest spend brand or category. Content brief queue health check.

Annually: full Section 13 audit baseline reset. Brand bidding incrementality test cycle complete. Performance Max strategy review against current platform state. Vendor contract refresh if separate paid and SEO vendors.

14.2 The Coordination Dashboard

A single Looker Studio dashboard combines six panels.

Panel one: paid plus organic combined CTR by month for past 12 months, top 25 queries (from Google Ads paid plus organic report).

Panel two: three model attribution comparison for past 90 days. Last click, DDA, position based credit by channel.

Panel three: brand vs non brand separation. Organic brand, organic non brand, paid brand, paid non brand conversion totals and CPA.

Panel four: Section 5 matrix snapshot. Cell counts, Cell A query count trend over time (decreasing is success).

Panel five: Performance Max search term overlap with Search campaigns. Adalysis style overlap percent over time.

Panel six: assist conversion path top 10. The most common converting paths by frequency.

The dashboard refreshes daily. Both paid and SEO owners have access. Monthly coordination meeting agenda is the dashboard delta versus prior month.

14.3 Report Templates

# PPC and SEO Coordination Framework Implementation Report

**Site**: {{BUSINESS_NAME}}  **Date**: {{TODAY}}

## Summary
Account passing first 90 days subset (C1 to C5): yes/no.
Full rubric score: X/40.

## Work Completed
- Google Ads linked to GSC: yes/no
- GA4 DDA active: yes/no
- Section 5 keyword matrix established: keyword count
- PMax account negatives applied: keyword count
- PMax brand exclusion applied: yes/no
- Bid coordination rules documented: yes/no
- Brand bidding incrementality test scheduled: yes/no
- Landing pages categorized per Section 7.2: page count
- Section 11.1 workflow operational: yes/no
- Section 11.3 workflow operational: yes/no
- Coordination dashboard live: yes/no
- Monthly coordination meeting established: yes/no

## Estimated Coordination Tax Reduction
Prior duplicated paid spend (Cell A): {{amount}}
Post remediation duplicated paid spend (Cell A): {{amount}}

## Sign-Off

# PPC and SEO Coordination Framework Audit Report

**Site**: {{BUSINESS_NAME}}  **Date**: {{TODAY}}

## Executive Summary
Account score: X/40. Band: failing/partial/functional/mature.
Critical fails (C1 to C5): list.
Largest remediation opportunity: identify.

## Section 5 Matrix Snapshot for Latest 90 Days

| Cell | Definition | Count | Top Query Examples |
|---|---|---|---|
| A | Organic 1 to 3, paid running | | |
| B | Organic 4 to 10, paid running | | |
| C | Organic 11+, paid running | | |
| D | Organic 1 to 3, no paid | | |
| E | Organic 4 to 10, no paid | | |
| F | Organic 11+, no paid | | |
| G | No organic, paid converting | | |

## Three Model Attribution for Latest 90 Days

| Channel | Last click | Data driven | Position based |
|---|---|---|---|
| Organic non brand | | | |
| Organic brand | | | |
| Paid search non brand | | | |
| Paid search brand | | | |
| Paid PMax | | | |
| Email | | | |
| Direct | | | |
| Paid social | | | |
| Other | | | |

## Diagnostic Findings
Cannibalization signals, brand bidding incrementality status, PMax exclusion state,
landing page assignment health, learning loop operational status.

## Estimated Coordination Tax
Duplicated paid spend on Cell A queries: {{amount}}
Opportunity cost on Cell G queries without content brief: {{amount}}
Total tax: {{amount}}

## Recommended Remediation Order
Critical (C1 to C5 fails), High (C6 to C12 fails), Medium (C13 to C20 fails).

## 90 Day Plan (if score below 16)
Week 1 to 4 deliverables. Week 5 to 8 deliverables. Week 9 to 12 deliverables.

14.4 The Common Coordination Decisions Reference

The recurring decisions the audit surfaces in 2026 engagements.

End of Framework Document

Document version: 1.0
Created: 2026-05-14
Maintained by: ThatDeveloperGuy

PPC and SEO coordination is the discipline that turns two competing channels into one search practice. The default state in most accounts in 2026 is paid and organic run by separate teams with separate goals, separate dashboards, and separate budgets. The result is 18 percent of paid spend duplicating organic positions 1 to 3, brand paid bidding without incrementality justification, Performance Max capturing branded queries the brand already owns, and a learning loop where paid testing infrastructure and organic data both run at a fraction of their potential. This framework specifies the architecture that fixes the defaults: a unified keyword matrix, bid rules anchored to organic position, landing page categorization by intent, brand bidding incrementality testing, Performance Max friction patches, attribution integration surfacing assist work, and learning loops where ad copy informs meta descriptions and organic data informs paid expansion.

Apply after framework-keywordresearch.md, framework-ga4.md, and framework-attribution.md, in parallel with framework-cro.md when landing page work is in scope. Reference from framework-reporting.md when coordination KPIs enter client reporting cadence.

Companions

• framework-contentfirst.md, substrate doctrine
• framework-keywordresearch.md, query discovery and intent classification
• framework-ga4.md, measurement substrate
• framework-gscanalysis.md, organic query data
• framework-attribution.md, attribution architecture and brand non brand separation
• framework-cro.md, landing page testing and conversion optimization
• framework-reporting.md, client reporting cadence
• framework-formoptimization.md, paid lander form conversion
• framework-pricing.md, pricing visibility patterns affecting paid landing
• framework-contentbriefs.md, content brief queue (scheduled)
• framework-aioverviews.md, AIO presence affecting paid auction
• framework-aicitations.md, AI citation effect on paid CPC
• framework-searchgpt.md, ChatGPT search ad inventory
• framework-perplexityspaces.md, Perplexity Pro Search ad inventory (scheduled)
• framework-cross-stack-implementation.md, landing page implementation by stack
• framework-react.md, SPA specific landing page concerns
• framework-tailwind.md, Tailwind specific landing page concerns
• SEO-Search-Appearance.md, multi engine surface map
• SERP-Optimization.md, feature targeting playbook
• 14 tier Engine Optimization Stack, Tier 5 Channel Coordination

From the ThatDevPro Engine Optimization framework library. Studio: ThatDevPro (SDVOSB veteran-owned web + AI engineering). Sister property: ThatDeveloperGuy. Source: https://www.thatdevpro.com/insights/framework-ppc-seo-coordination/.