Double the Power, Double the Growth: How SEO and PPC Teams Can Grow Together

In beauty and wellness marketing, performance is everything, but performance doesn’t live in a silo. That was the core message behind Double the Power, Double the Growth, our latest webinar hosted by Olivia Ford (Performance Lead) and Sophie Fell (Head of Paid Media).  

As a performance marketing agency specialising in beauty and wellness, we understand how crucial it is to bring all channels together. This session explored how SEO and PPC teams can do just that, working as one to unlock faster growth, better ROI, and stronger SERP presence. 

Watch the talk below or read this article to get our key takeaways. 

Why SEO and PPC must work together 

SEO and PPC share a goal: drive high-quality traffic from search engines to your website. Yet despite this, the two functions often operate separately, with little collaboration. 

Internal factors

Teams often report into different structures, use different tools, and chase different KPIs. This can cause misaligned strategies and even competition over the same keywords, wasting time and budget. 

External factors

Algorithm updates, tool discrepancies, and differing stakeholder priorities (e.g. pressure for short-term PPC results over long-term organic growth) can widen the gap further. 

The real power of collaboration

When PPC and SEO align, the outcomes are impressive. For example, a campaign for Tropic Skincare, where collaboration between both teams led to a 450% increase in non-branded revenue. That result wasn’t just a happy accident, it came from shared insights, a unified strategy, and close day-to-day alignment. You can read the full case study here.

The benefits of blending SEO + PPC

Here’s what the two teams can offer each other:

For SEO teams:

• Use PPC search term reports to discover new keyword opportunities 

• Get quicker learnings from paid traffic on new content or landing pages 

• Repurpose high-performing PPC headlines into organic metadata to boost CTR 

For PPC teams:

• Save budget by pausing spend on keywords already winning organically 

• Improve Quality Scores through optimised, content-rich landing pages 

• Tap into organic insights to better define high-converting user behaviours 

For brands:

• Create a seamless, omnichannel experience across the SERP 

• Increase return on ad spend and organic investment 

• Speed up time to revenue with unified, efficient strategies 

For the user:

• See consistent messaging and offers across ads and pages 

• Get to conversion faster, with less friction or confusion 

How to collaborate in practice

At Foundation we don’t stop at theory. Olivia and Sophie offered concrete takeaways for how to bridge the gap between PPC and SEO teams. It starts with three key changes: 

Shared keyword strategies: Align your keyword research into one plan to avoid duplication and focus effort where it counts. 

Open feedback loops:  Whether it’s via Slack or monthly check-ins, make insight-sharing a habit, not an exception. 

Unified tools and reporting: Platforms like Google Keyword Planner and Looker Studio give both teams a shared source of truth. 

Shared tools and shared success

Finally, invest in shared tools and agree on a single source of truth for reporting, such as GA4. This removes confusion and helps both teams make informed, unified decisions. 

Where possible, consider combining budgets for tools and resources. This can eliminate historical biases and give both SEO and PPC access to the same high-quality data. 

Measuring success

To track progress, monitor: 

• Growth in organic and paid traffic 

• Improvements in keyword rankings and new page performance 

• Reductions in traffic from irrelevant or low-quality sources 

• Better PPC metrics—like CTR, CPC, and ad rank 

• Improved conversion rates and impression share 

What next?

Collaboration between SEO and PPC isn’t just a nice-to-have, it’s a growth strategy. For beauty brands navigating an increasingly saturated market, aligning the two teams can be the edge that delivers faster, more sustainable success.

Here are some key takeaways from our talk:

• Audit how your teams are currently working together (or not).
• Build a plan for collaboration: shared channels, regular updates, mutual KPIs.
• Baseline and benchmark performance to measure future impact.

When SEO and PPC stop operating in silos and start working in sync, they unlock powerful, sustainable growth.

Are you ready to break down the silos and accelerate your growth? Get in touch and let us show you how.