In today’s digital landscape, businesses are constantly seeking effective strategies to enhance their online presence and reach their target audience. Two popular methods that come to mind are Google Ads and search engine optimization (SEO). Google Ads is an advertising platform that allows businesses to display their ads prominently on Google search results and partner websites. On the other hand, SEO involves optimizing websites to improve their visibility and ranking in organic (non-paid) search results. While Google Ads and SEO are often seen as separate marketing channels, there is a growing body of evidence suggesting a correlation between the two. In this article, we will explore the correlation between Google Ads and organic search impressions from SEO, and delve into the effect of Google Ads on SEO.

The Effect of Google Ads on SEO:

  1. Increased Brand Visibility: Running Google Ads campaigns can increase brand visibility by placing advertisements at the top of search engine result pages (SERPs). This increased visibility can lead to more users discovering and interacting with your brand. As a result, this exposure can indirectly impact organic search impressions by creating brand awareness and influencing users to search for the brand organically.
  2. Keyword Performance Insights: Google Ads provides valuable data on keyword performance, including impressions, clicks, and conversions. By leveraging this data, businesses can gain insights into which keywords are driving the most traffic and conversions. This information can then be used to optimize their SEO strategy, focusing on the keywords that perform well in paid campaigns and incorporating them into their organic search efforts.
  3. Accelerated Testing and Optimization: Google Ads allows businesses to quickly test different ad creatives, landing pages, and targeting strategies. Through A/B testing and experimentation, advertisers can identify high-performing elements and refine their campaigns accordingly. This accelerated testing process can provide valuable insights that can be applied to organic search strategies, such as optimizing landing pages, improving user experience, and refining messaging.
  4. Indirect Link Building Opportunities: Google Ads campaigns can indirectly contribute to link building efforts. When a brand’s paid ads are displayed on partner websites, it increases the likelihood of users clicking on the ads and visiting the brand’s website. These visits can potentially lead to users sharing the brand’s content or linking back to the brand’s website, which can positively impact organic search rankings. Additionally, the increased brand visibility from Google Ads campaigns can attract the attention of influencers and bloggers, leading to potential collaboration opportunities and organic backlinks.
  5. Enhanced Click-through Rates (CTR): Studies have shown that businesses that appear in both the paid and organic search results tend to have higher click-through rates. This phenomenon, known as the “double-dipping” effect, suggests that the presence of paid ads can reinforce the credibility and authority of a brand, making users more likely to click on both the paid ad and the organic listing. Higher click-through rates can, in turn, signal search engines that the website is relevant and valuable, potentially leading to improved organic rankings.

The Correlation Between Google Ads and Organic Search Impressions:

  1. Incremental Impressions: A study conducted by Google found that running paid search ads alongside organic listings leads to an average increase of 89% in incremental ad impressions. This means that by running Google Ads campaigns, businesses can reach a larger audience and potentially generate more organic search impressions.
  2. Brand Recognition and Recall: When users are exposed to a brand through paid search ads, it can enhance brand recognition and recall. This recognition can influence users’ subsequent search behavior, leading to more branded searches in organic search results. Consequently, an increase in branded searches can result in higher organic search impressions for the brand.
  3. Top-of-Mind Awareness: Google Ads’ prominent placement at the top of SERPs can create top-of-mind awareness for brands. When users repeatedly see a brand’s ads for relevant search queries, it can influence their perception and preference for the brand. This increased awareness can drive users to search for the brand organically, thereby increasing organic search impressions.
  4. Competitive Landscape: In highly competitive industries, running Google Ads campaigns can be crucial for maintaining visibility and market share. When competitors invest in paid search ads, it can prompt other businesses to respond by increasing their organic search efforts. This competition-driven dynamic can result in higher organic search impressions as businesses strive to keep up with their competitors’ advertising presence.


While Google Ads and SEO are distinct marketing channels, their impact on each other is becoming increasingly apparent. The correlation between Google Ads and organic search impressions highlights the interconnectedness of paid and organic strategies. By leveraging the insights and benefits derived from running Google Ads campaigns, businesses can optimize their SEO efforts and drive higher organic search impressions. Ultimately, a comprehensive digital marketing approach that combines both paid and organic strategies can yield significant results and help businesses achieve their online visibility goals.


  1. Google Ads. (n.d.). Retrieved from
  2. Moz. (n.d.). What is SEO? Retrieved from
  3. Puri, V. (2022). The effect of search advertising on organic search activities. Journal of Marketing Research, 59(6), 982-1001.
  4. Kim, J., & Yang, S. U. (2020). The double-dipping effect of search advertising: The interaction effect between organic search and search ads on click-through rate and conversion rate. Journal of Interactive Marketing, 51, 68-83.
  5. Google. (2012). Incremental Clicks Impact of Search Advertising. Retrieved from
  6. Patel, N. (2021). The correlation between paid and organic search results. Retrieved from
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