HollyLolly
An e-commerce brand where paid and organic channels are managed under one plan. I brought Google Ads, Facebook Ads and SEO together around a seasonal campaign calendar.
Year by year, piece by piece.
E-commerce · Turkey / Global
What made this hard
When paid media and SEO are planned separately, you pay twice for the same query and two teams undo each other's work. Ads run on a query that already ranks first organically, while categories with no organic visibility are propped up by ad budget. Looked at on their own, both look fine; looked at together, the picture changes.
What I prioritised
I put the two channels on one plan. A technical SEO audit came first — raising ad spend while category pages aren't indexed is throwing money away. Then ad budget shifted toward categories that were weak organically and dropped to a defensive level where they were strong. Season campaigns ran from a single plan in which both channels worked to the same calendar.
