❓ What is the Paid & Organic report?

The Paid & Organic report brings together insights from two essential search marketing channels: Google Ads (paid search) and Google Search Console (organic search). By aligning data from both platforms, you gain a deeper understanding of how your keywords perform across paid and organic listings, all in one place.

The system automatically retrieves and combines your historical performance data. Please note that due to Google Search Console limitations, only the last 12 months of organic data are available.

▶️ Why is it important?

The Paid & Organic report enables smarter decisions across your paid and organic search efforts. Here's how it helps:

• Paid search incrementality: Identify keywords that rank well organically and test reducing or pausing paid ads to understand whether organic listings can capture the lost traffic.

• Growth potential: Discover high-volume paid keywords that are missing or underperforming in organic, and vice versa, to prioritize SEO or paid support accordingly.

• Full-funnel visibility: Understand how both paid and organic listings contribute to search visibility, clicks, and conversions for each keyword.

• Better ROI: Coordinate your investments across both channels to maximize return and reduce inefficient spend.

🔍 How does it work?

Once access is granted, the system securely connects to your Google Ads and Google Search Console accounts and performs the following steps:

• Automatically pulls historical keyword performance data from both platforms

• Matches and merges keyword data to create a unified dataset

• Displays key metrics side-by-side for each keyword, making paid and organic performance easy to compare

• Refreshes data regularly to keep insights up to date

• Note: Organic data is limited to the past 12 months due to API constraints.

📊 Report Columns Explained

The report provides a detailed breakdown of paid and organic performance per keyword. Here’s what each column means:

• Search Term: The actual query entered by users on Google

• Ad Group / Campaign / Account: The Google Ads structure that the keyword belongs to

• Organic Impressions: Number of times your site appeared in unpaid search results for that term

• (Paid) Impressions: Number of times your ad appeared in paid results for the same term

• Organic Clicks: Clicks from users on your organic listing

• (Paid) Clicks: Clicks from users on your paid ad

• Difference in Clicks (Δ Paid - Organic): Net difference between paid and organic clicks

• Difference in Impressions (Δ Paid - Organic): Net difference between paid and organic impressions

• Organic Average Position: Your site’s average position in organic results for that keyword (lower = better)

✅ How to Use the Paid & Organic report

• Use high-ranking organic keywords with strong paid results to test incrementality and reduce unnecessary ad spend

• Spot high-performing paid keywords missing from your organic footprint and prioritize them for SEO content or link-building efforts

• Find organic keywords with high impressions but low clicks, these may benefit from better meta descriptions or paid support

• Use the side-by-side comparison to quickly identify areas where search visibility is dominated by one channel