How should we split budget between organic and paid?
It depends on your goals and timeline. Paid advertising delivers immediate, measurable traffic that stops when spend stops. Organic search builds an asset that grows over months and continues to deliver. Most businesses need both. An effective approach is to use paid campaigns to learn which messages and segments convert, then invest organically in those that perform.
Paid campaigns provide fast insight into which propositions resonate, which objections arise and which segments convert at an acceptable cost.
Paid acquisition costs tend to rise with scale, so relying on it alone can limit sustainable growth.
Organic investment typically takes several months to show results. A commitment of at least four quarters is recommended; with a shorter horizon, paid channels are usually the better choice.
The two work best together: paid data informs which content to create, and organic pages can serve as landing pages to reduce paid costs.
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