“For Google basically we create content on our website that is useful for our users or our target users and some of this gets on Google and ranks organically and some of it it doesn't rank so we run ads for it. So basically it's the same content that is useful for both purposes. Obviously we prefer it if the pages show up for the organic Google searches but sometimes it's not possible, that's when we run ads on it.”

Same Article Serves Twice: Rank What You Can, Run Ads On What You Cannot

Mickey collapses SEO and Google Ads into a single content pipeline: every article doubles as an ad landing page. If a piece ranks organically, great; if it doesn't, the same asset becomes a paid search destination. One unit of work, two acquisition channels, and shared learning between them.