i'm reading this and it's basically saying we're all wasting money by not looking at organic data first. like if a page is already ranking well, the work is basically done. you don't even need to start from scratch with 'google ads' because the customers are already telling us what they want through their search patterns. seeing how people use specific language in organic results should be dictating our ad copy and landing pages. it's kinda dumb that most companies still keep seo and ppc in separate silos like they aren't even looking at the same stuff. if we actually used those signals to decide where to put the budget, we wouldn't be guessing so much. honestly feels like a massive missed opportunity for anyone actually trying to scale. just use what's already working instead of
burning spending money on trial and error. i dunno though, sounds easy to say but hard to do when your boss wants separate reports for everything. lol.
https://www.screamingfrog.co.uk/blog/seo-ppc-search-insights/