PPC vs Organic Overlap

Use cases

Finding ad spend on terms with strong organic rankings Building the business case for brand PPC reduction tests Spotting paid-only terms that need landing pages or content Finding organic-only terms worth paid coverage

Compares a Google Ads search terms report with a Search Console queries export.

Normalises both files, draws a Venn diagram of the keyword overlap, and lists every overlapping term with paid and organic stats side by side.

The savings opportunities view isolates ad spend on terms ranking at or above a configurable organic position, with brand term tagging for brand versus non-brand splits.

Handles raw exports as-is, including preamble rows, Total footers, formatted numbers, and excluded search terms.

GSC Data

Platform

Python script (requires Python 3.x)

Input

GSC queries export (Performance > Export > Queries tab)

Google Ads search terms report (Insights and reports > Search terms > Download CSV)

Same property, market, and date range for both exports

Output

Venn diagram, spend metrics, and CSV downloads for savings opportunities, overlap, paid-only, and organic-only keyword lists

View Source

Features

Venn diagram of paid vs organic keyword overlap
Savings opportunities: spend on terms at or above a chosen organic position
Side-by-side paid and organic stats per term
Brand term tagging with brand / non-brand filtering
Parses raw Google Ads and GSC exports without cleanup
CSV downloads for every view, plus a bundled sample dataset

How to use

1 Upload both CSV exports in the sidebar, or switch on sample data
2 Set the organic strength threshold (default position 3)
3 Add brand terms to tag brand vs non-brand queries
4 Review the Venn diagram and spend metrics
5 Work through the savings opportunities tab, sorted by ad spend
6 Download any view as CSV

Want me to run this for you?

I run this tool as a managed service, or build something custom around your data. You get the insights without touching the code.

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This tool started as bespoke client work. I build custom scripts, data pipelines, and full apps for SEO and product data problems that off-the-shelf tools don't solve.