Most growth-minded companies are investing in both an SEO strategy and a Google Ads pay-per-click strategy to generate qualified leads. However, many fail to see the synergies between the two.
That’s because the same “bots” that crawl websites for SEO also crawl the landing pages for Google Ads quality score (a coefficient that influences how much you pay per click).
That’s why it’s important to understand and implement SEO best practices, as well as insight opportunities, as they will improve both your organic and paid digital marketing efforts.
In this article you’ll learn about 3 key areas that will show you how SEO reduce Google Ads costs:
- Keyword Strategy
- Landing Page Experience
- Utilise SEO insights for ad copy optimisation
Keyword Strategy
Knowing exactly how your prospects are searching for your products and services is the foundation for any keyword strategy.
By creating a solid keyword mapping strategy, your landing pages will be understood as relevant for those queries.
What this means in a Google Ads sense is that Google’s bot will crawl your page and essentially say, “this page relates to this search, so I’ll reward it with a cheaper cost per click.”
As a quick checklist, ensure the right keywords are cohesively utilised on landing pages:
- Page URL
- Headings
- Meta Titles
- Meta Descriptions
- Alt Tags
Before (unaligned):
- Page title: “Our Services”
- H1: “Welcome to Our Company”
- Ad keyword being bid on: “CRM integration services”
Result: Google’s Quality Score algorithm sees a mismatch between the ad’s keyword and the landing page content, which pushes up your cost per click.
After (aligned):
- Page title: “CRM Integration Services | [Company Name]”
- H1: “CRM Integration Services for Growing Teams”
- Ad keyword being bid on: “CRM integration services”
Result: the page now directly matches the ad’s keyword and intent, which Google rewards with a lower cost per click and better ad position for the same bid.
Landing Page Experience
Ensure that your landing page loads fast, is secure, and helps users easily navigate and find the information they are looking for.
Google can quantify the User Experience of a page and will reward good experiences with a cheaper cost per click on Google Ads.
Utilise SEO Insights for Ad Copy Optimisation
Take the time to look at how your pages and content perform organically and share those insights over to paid ad efforts.
By identifying high-performing keywords and understanding user intent, you can craft more relevant and compelling ad copy which will result in more of the right people clicking on your ads and converting.
Summary
In summary, can SEO reduce Google Ads costs? Yes! Growth-minded businesses should ensure they follow SEO best practices as it will result in lower costs-per-click and better results for Google Ads campaigns.
As search itself evolves, that same SEO foundation increasingly doubles as your organic visibility strategy for AI-powered search results, not just traditional Google rankings.
Lead Generation Plan
Find where to optimise your marketing, quantify ROI, reverse engineer acquisition costs, validate channels, and assess sales-marketing synergy.
