Shared keyword strategy
One list of terms ranked by intent, volume, difficulty and ad cost, with a decision for each: rank for it, buy it, or both.
Search Engine Marketing
Own the whole search results page, paid and organic.
Search engine marketing means being there every time a buyer searches, whether they click an ad, a map pin or an organic result. aStash runs SEO and Google Ads from one keyword plan, so ads cover the terms you do not rank for yet and organic takes over as rankings climb.
SEOGoogle AdsShopping & Local ServicesOne report
21.4Kconversions from search ads for one law firm
1,045#1 organic rankings held by Loomis & Greene
1,600Google Maps calls a year for the same firm, up from about 300
1 planone keyword list, one team, one monthly report
0keyword list for both channels
Weeklyad budget re-cut against rankings
Top 3the target for every money term
Monthlyone report, both channels
The short version01
Paid and organic search are not competitors. They are the same customer at two moments.
A buyer who searches for an attorney, a plumber or a trailer manufacturer sees ads, a map pack and organic results on one screen. If you run ads with one agency and SEO with another, each one optimizes its own slice and nobody optimizes the page. Search engine marketing treats the results page as a whole.
In practice that means one keyword research set shared by both channels, ads switched on for high-value terms where you rank on page two, and ad budget pulled back as organic positions reach the top 3. Search terms that convert in Google Ads feed the content plan. Pages that rank organically get the ad landing page treatment. Every month the two reports are one report.
The law firm that generated 21.4K conversions from search campaigns and the firm that holds 1,045 #1 organic rankings are both aStash clients. The approach that works is the one that runs both.
0search-ad conversions, one law firm
The problem
Two agencies, one results page, nobody owning it.
When paid and organic search are run by different teams, they fight over the same keywords, report different numbers and both claim the same lead. The owner pays twice for one customer and cannot tell which channel earned it.
aStash runs both from one keyword set. Ads cover the terms you cannot yet rank for, organic work climbs those terms, and spend is pulled back as each one reaches the top 3.
- One keyword listshared by ads and organic
- Ads where organic is weakand withdrawn as rankings arrive
- One reportpaid and organic leads side by side
Organic + paid
When search is one plan, the phone does the reporting
Loomis & Greene, a Colorado law firm: calls from Google Maps per year before and after aStash took over search.
Loomis & Greene · Google Maps calls per year
Before300
5.3×
With aStash0
0leads from search
0#1 rankings in Loveland
0conversions on a law-firm ads account
Why combine them
What SEM adds to SEO alone
SEO alone
SEM: SEO + Ads
Time to first leads
3 to 6 months for competitive terms
Days, with ads covering the gap while rankings build
Keyword data
Search Console estimates
Exact search terms, costs and conversion rates from Ads
Coverage of the results page
Organic and map pack
Ads, Local Services Ads, Shopping, map pack and organic
Budget control
Fixed monthly fee
Fixed fee plus an ad budget that falls as rankings rise
Landing pages
Built for ranking
Built for ranking and tested with paid traffic first
Reporting
Rankings and organic traffic
Leads and cost per lead for the whole search channel
What is included
Four parts of one search plan
Google Ads management
Search, Shopping, Local Services and Performance Max campaigns with weekly optimization and conversion tracking.
SEO execution
Technical fixes, on-page work, content and links from the same team, using the search terms ads prove convert.
Budget rebalancing
Ad spend reduced on keywords as they reach the organic top 3 and shifted to the next tier of terms.
Selected work
Projects like yours, done for real clients.
Web Design · SEO · BrandingGasana Law Firm ↗A fresh brand, a new site and monthly SEO for an immigration attorney
Web Design · SEO · Local SEOLoomis & Greene ↗5× more leads for a Colorado law firm, on SEO alone
Logo & Branding · Web Design · E-commerceBrown Interiors ↗Full-service digital marketing for an interior design company
Web Design · SEO · Local SEOHerrera Law Firm ↗Over 2,000 calls a year from Google Maps alone
Results
Paid and organic, measured together.
aStash clients on the same search results page.
0conversions from search ads
0#1 organic rankings
0Maps calls a year, up from ~300
0ad impressions, one law firm
What you get
Full coverage of the results page, at a flat rate.
For the searches that matter most you appear in the ads, in the map pack and in the organic results at the same time. Competitors get less of the page, and your cost per lead drops as organic takes over the terms you used to pay for.
Loomis & Greene holds 1,045 #1 organic rankings and 1,600 Maps calls a year on this approach. The law firm with 21.4K ad conversions is the other half of the same playbook.
0#1 organic rankings, Loomis & Greene
- 01Ads, map and organicthree placements for one search
- 02Falling cost per leadas organic replaces paid
- 03Flat monthly ratenot a percentage of ad spend
Every SEM plan
One flat rate, one team, no contract
- Keyword research shared by SEO and Ads
- Google Ads account build or clean-up
- Conversion and call tracking
- Technical SEO and on-page optimization
- Monthly content from converting search terms
- Link building
- Google Business Profile management
- Weekly ad optimization
- Monthly combined search report
- Quarterly strategy review
- No percentage-of-spend fees
- No long-term contract
How it rolls out
Ads first, organic takes over
Launch
Keyword plan, tracking, ads live on the highest-intent terms, SEO foundations started.
Learn and build
Ad search-term data feeds content and page work. Organic positions climb on the terms ads prove.
Shift
Ad budget moves off keywords now ranking in the top 3 and onto new terms or new locations.
Client reviews
Rated five stars by the businesses we work with.
5.0★★★★★Google Business Profile5.0★★★★★Clutch · 15 verified reviews4×UpCity Excellence Award
★★★★★Google review
“We received over 2,000 customer calls over the last year just from Google Maps alone! We would absolutely recommend them to anybody who wants to have a strong online marketing presence.”
Hector HerreraOwner, Herrera Law Firm
★★★★★Google review
“Our phones are ringing off the hook! Within six months, we were in the top five companies on every search engine. They are one of the best investments we have made.”
Marisa BeaverOwner, Sewer Experts
★★★★★Google review
“I LOVE working with aStash! The team is always FAST and super responsive. There is nothing that they can't do! I have only been working with them on SEO for a couple of months and people are already finding my site.”
Thalia JaguandeOwner, Isidora Flowers
Related services
Pairs well with
FAQ
Straight answers before you call.
Anything else? (970) 399-9004 reaches a person in Fort Collins, not a call center.
What is the difference between SEO, PPC and SEM?
SEO earns organic rankings. PPC buys ad placements. SEM is the practice of running both as one search strategy, sharing data and budget decisions between them.
Do I need ads if my SEO is working?
Usually yes, for the terms you do not rank for yet, for seasonal pushes and for the top-of-page ad slot that organic cannot occupy. Ads also give exact search-term and conversion data that improves SEO.
How is SEM priced?
A flat monthly management fee covering both SEO and Ads, plus an ad budget paid directly to Google. We do not take a percentage of ad spend.
Will you reduce my ad spend over time?
That is the plan. As organic rankings reach the top 3 for a keyword, we pull ad budget off it and move it to terms where you still need coverage.
How quickly does it produce leads?
Ads produce leads within the first week or two. Organic rankings typically reach competitive positions in three to six months, with local visibility moving sooner.
Can you take over my existing Google Ads account?
Yes. We audit it first, keep the history and conversion data, and rebuild only what is costing you money.