The Challenge

An e-commerce brand wanted to understand how paid and organic search were overlapping. Their existing reports lacked depth, making it impossible to see which keywords were driving real value and which ones were wasting spend. Without clearer insight, campaigns risked cannibalising each other, resulting in overspending on ads where organic was already performing well.

The Approach

MarketingLens built a tailored analytics framework to bring clarity:

• Unified Data View: Combined Google Ads and Search Console data into a single environment.

• Custom Dashboards: Created user-friendly reports that highlighted keyword-level performance.

• Actionable Insights: Flagged overlaps between paid and organic and identified areas where ads could be reduced without hurting visibility.

The Results

The brand gained a clear picture of how search channels worked together:

• Robust SEO dashboard that provided actionable insights at keyword level.

• Reduced wasted spend by pausing paid ads where organic already ranked strongly.

• Smarter investment decisions, as budgets could now be focused on areas with real incremental value.

For this client, the question was no longer “paid or organic?” but how to use both in balance to drive the highest return.