Problem
Where it started.
In a highly competitive US category, paid media alone was expensive; a store without an organic base was buying every sale with ads.
Approach
Step by step.
Google Shopping + PMax
Merchant feed cleanup, product-group and margin-based bidding.
Meta Advantage+ Shopping
Creative testing loop, catalogue retargeting.
SEO
Technical audit, category content, internal linking; paid and organic keyword sets planned together.
Result
What changed.
Paid and organic started feeding from the same keyword map; organic pages stepped in on queries where ads were expensive.
2Paid channels
1Organic programme
1Shared keyword plan
Learnings
Lessons.
- Paid and organic aren't rivals. Seeing which is cheaper for the same query moves the budget to the right place.
- A category page is both SEO and landing. One good page serves two channels at once.
Shall we talk ?
I'd be glad to walk you through the details, the data and the decisions behind it.