After all their efforts in search engine optimization (SEO), many clients ask the question: “Can I stop running PPC if my organic ranking is high enough?” It is understandable because… why pay if your website is already on top of the search results? Well, there are a lot of good reasons why you shouldn’t stop doing PPC in this case. If you do, you will miss opportunities to put your brand in front of the right audience.
Undoubtedly, organic traffic is crucial (and sort of free). More and more clients focus on SEO activities (on-page and off-page) to improve website traffic. PPC, in contrast, is used to bid on keywords relevant to your business to achieve a higher ranking in the sponsored search results.
Despite SEO vs PPC having different approaches, they are actually complementary to each other as part of your marketing strategy. Below are some of the benefits of keeping PPC campaigns running:
Table of Contents
Maintain Top Position on Search Engine Result Page (SERP)
Given that the top position on SERP is reserved for paid results, ranking 1st organically does not guarantee your website is at the highest position. Without PPC, your competitors’ paid results may override your website when people search for relevant terms. If you turn off PPC campaigns, your organic search result cannot always substitute for ad clicks — according to Google research, 89% of the traffic generated by search ads is not replaced by organic clicks.
Gain More Traffic
Another insight from Google research is that PPC campaigns can get 50% incremental clicks when a brand also has a top organic ranking. We suggest noting your converting PPC keywords, then using them for SEO content optimization. This SEO work will also help to improve the Quality Score for paid campaigns while PPC provides detailed and fast insights about the highest converting terms, making SEO vs PPC commercially more viable.
Generate More Revenue
Most concerns about stopping PPC are related to reducing costs, but what if running PPC alongside SEO can generate higher revenue? Search Engine Land conducted an experiment campaign to compare performance in different scenarios. It indicated that SEO vs PPC brought a better conversion rate when compared to only running SEO vs PPC, and they also generated better revenue.
Build Trust
Studies show that paid ads and organic rankings together make people trust a brand more. Some people see organic traffic as more trustworthy than paid, so they might click more on organic results, particularly if both organic and paid results are in top positions.
More Control on Ad Text
It is important to show the correct and most relevant ad copy when audiences search for specific queries. With PPC campaigns, you can write the exact phrase of wording on ad copy, especially for promotional or seasonal campaigns. SEO, in contrast, takes a longer time for the system to crawl and update the wording on results, and how it is displayed is entirely up to Google.
Faster Results Compared to SEO
SEO takes time to show results, often requiring months of consistent effort to rank higher in search results. PPC, on the other hand, delivers instant traffic and visibility, making it a reliable solution for businesses looking to generate leads and conversions quickly.
Improved Brand Awareness
Even if users do not click on your PPC ads, they still see your brand name at the top of the search results. This repeated exposure increases brand recall, making it more likely that users will recognize and trust your business when making purchasing decisions.
Competitor Defense Strategy
If your competitors are running PPC campaigns, they can outbid your organic ranking, pushing your brand further down the page. Running PPC alongside SEO ensures your brand remains highly visible and competitive in search results.
Retargeting and Customer Retention
PPC allows you to retarget users who have previously visited your website but did not convert. This keeps your brand at the top of their minds, increasing the chances of converting them later.
Enhanced Data and Insights
PPC campaigns provide detailed analytics and performance metrics, which can be leveraged to optimize your SEO strategy. The data from PPC ads helps businesses understand which keywords and messaging drive conversions, improving overall digital marketing effectiveness.
Capturing High-Intent Customers
PPC targets high-intent users who are ready to make a purchase. Unlike SEO, which attracts users at various stages of the buying journey, PPC focuses on those actively searching for a product or service, leading to higher conversion rates.
Maximizing Local Search Visibility
For businesses that rely on local traffic, PPC plays a crucial role in ensuring visibility in location-based searches. Features like Google Ads location extensions allow businesses to appear in maps and local search results, driving more foot traffic.
Adapting to Algorithm Changes
Search engine algorithms are constantly changing, affecting SEO rankings unpredictably. PPC provides stability by ensuring that your website maintains visibility even if organic rankings fluctuate due to algorithm updates.
What Happens If You Stop PPC Once Your SEO Rankings Improve?
Many businesses invest heavily in SEO vs PPC strategy. But once they achieve high organic rankings, they often wonder: Should I stop PPC now? Let’s analyze SEO vs PPC.
At first, this seems like a reasonable approach—after all, why pay for traffic when your website ranks well organically? However, stopping PPC too soon can lead to a decline in visibility, lower conversion rates, and lost business opportunities. Here’s why:
1. Loss of Prime Real Estate on SERPs
Even if your website ranks #1 organically, paid ads still dominate the top of search engine results pages (SERPs). If you stop PPC, your competitors running ads may push your organic result lower, reducing click-through rates (CTR) and overall traffic.
For example, if someone searches for your product or service and your competitor has a well-optimized ad above your organic listing, there’s a good chance they will click on the ad instead. Maintaining SEO vs PPC ensures that your brand stays visible at the top of search results.
2. Reduction in Click-Through Rate (CTR)
When both SEO vs PPC strategies work together, users see your brand in multiple places—both in paid and organic results. This repetition builds trust and increases the likelihood of a user clicking your link.
According to studies, having both SEO vs PPC rankings boosts overall CTR by 50%. If you stop PPC, you miss out on this increased engagement and potential conversions.
3. Significant Drop in Traffic & Leads
Google research suggests that 89% of paid search clicks are not replaced by organic clicks when PPC is turned off. This means stopping PPC will almost certainly lead to a loss in website traffic, reducing lead generation, inquiries, and sales.
Even if your SEO rankings are strong, organic search results don’t guarantee immediate visibility—especially in competitive industries. PPC ensures a steady flow of targeted traffic and quality leads.
4. Competitors Can Steal Your Spot
If you stop running PPC ads, nothing stops your competitors from bidding on your brand name and industry-related keywords.
For example, let’s say you own a travel agency called “Helix Tours.” If you stop PPC, your competitor might run ads targeting “Helix Tours packages” or “Helix Tours deals,” taking traffic away from your website.
By running PPC campaigns alongside SEO, you can protect your brand name and prevent competitors from taking your customers.
5. Less Control Over Messaging
PPC gives you complete control over your ad copy, promotions, and calls to action. If you have a limited-time offer, new product, or seasonal sale, PPC allows you to promote it instantly.
On the other hand, SEO rankings depend on Google’s algorithm. Even if you optimize a webpage, Google decides how your content appears in search results, meaning you have less control over how users see your messaging.
6. Slower Adaptation to Market Changes
SEO is a long-term strategy that requires constant optimization and patience. If a new trend or industry update arises, your organic ranking might take weeks or months to adjust.
PPC, however, offers instant visibility and allows businesses to react quickly to market changes. For example:
- If a competitor launches a new service, you can create PPC ads to highlight why your service is better.
- If a holiday season is approaching, you can launch ad campaigns targeting specific promotions.
Without PPC, your ability to stay ahead of competitors and adapt to market trends is limited
7. No Retargeting Opportunities
PPC allows you to run retargeting (remarketing) campaigns—showing ads to users who visited your website but didn’t convert. This is a powerful way to bring back potential customers and encourage them to take action.
Without PPC, you lose the ability to remind and re-engage these potential buyers, making it harder to convert warm leads into paying customers with SEO vs PPC.
8. Loss of Data-Driven Insights
PPC provides real-time insights into keyword performance, ad engagement, and conversion rates. Businesses can use this data to:
- Identify high-performing keywords for SEO.
- Test different ad copies and landing pages.
- Optimize digital marketing strategies based on real user behavior.
Without PPC, you lose valuable data that could refine your SEO vs PPC.
Final Verdict: Should You Stop PPC Once SEO Ranks Improve?
All in all, our answer to the question is: “No, we don’t suggest pausing PPC campaigns.” The ideal approach is for SEO vs PPC to work together. Using SEO to improve rankings and increase organic traffic while running PPC to drive fast results indirectly improves SEO performance.
No. Stopping PPC after achieving strong SEO rankings might seem like a way to save money, but it often leads to:
- Lower search visibility
- Fewer clicks and conversions
- Lost leads and revenue
- More opportunities for competitors to take your spot
Instead of choosing between SEO vs PPC, the best strategy is to use them together for maximum impact.
At HelixBeat, we specialize in creating integrated SEO vs PPC strategies to help businesses achieve sustainable growth, drive quality leads, and maximize ROI. Want to scale your online presence? Let’s talk!
Customer also ask
Does PPC Help Organic SEO Rankings?
No, PPC does not directly impact organic SEO rankings because search engines like Google keep paid and organic search algorithms separate. However, PPC can indirectly support SEO by increasing brand visibility, driving more traffic, and helping identify high-performing keywords that can be optimized for organic search.
How Can Businesses Use PPC to Complement Their Organic SEO Efforts?
Businesses can use PPC to complement SEO by:
- Targeting high-competition keywords that are difficult to rank for organically.
- Running remarketing ads to bring back visitors who found the site through organic search.
- Testing ad copy and landing pages for SEO content strategies.
- Driving immediate traffic while waiting for SEO efforts to gain traction.
What Are the Benefits of Using PPC Instead of Organic SEO?
PPC offers several advantages over organic SEO, including:
- Immediate visibility and traffic.
- Precise targeting based on location, demographics, and user behavior.
- Full control over ad messaging and promotions.
- Faster lead generation and conversions compared to SEO.
What Is the Use of PPC Over SEO?
PPC is particularly useful when:
- A business needs instant results.
- Competing for highly competitive keywords.
- Running time-sensitive campaigns (e.g., seasonal sales).
- Driving targeted traffic to specific landing pages for higher conversion rates.
What Is PPC and Why Is It Required in SEO?
PPC (Pay-Per-Click) is a digital advertising model where advertisers pay for each click on their ad. While PPC is not a requirement for SEO, it helps businesses gain visibility quickly and test strategies that can later be applied to organic search optimization.
How Effective Is PPC in Comparison to SEO Results?
- PPC: Delivers faster results, offers better targeting, and provides measurable ROI but requires ongoing investment.
- SEO: Takes longer to show results but provides sustainable, long-term traffic with no per-click cost.
For the best outcome, businesses should use both PPC and SEO together.
Which Is Easier, PPC or SEO?
PPC is easier to start with because results are immediate, and performance can be tracked instantly. However, it requires continuous ad spend. SEO, on the other hand, takes time to build but offers long-term benefits without direct costs per click.
What Service Is Best for My Site, SEO or PPC?
The best choice depends on business goals:
- Use PPC if you need quick traffic, lead generation, and conversions.
- Use SEO for long-term visibility and cost-effective traffic.
- Use both for a well-rounded strategy that maximizes search presence and business growth
