Paid vs Organic Search Impact Analyzer
A practical Google Sheets analyzer for SEO and paid search teams that want to understand how Google Ads and organic search influence each other across selected months. Use it to compare paid vs organic CTR, identify keyword overlap, assess AI Overview impact, and detect where paid search may be supporting or cannibalising organic performance.
Quick Overview
Format
Google Sheets
Best for
SEO & Paid Teams
Last updated
May 2026
Skill level
Intermediate
What's included
Paid vs organic CTR comparison
Google Ads and GSC keyword overlap analysis
AI Overview presence impact view
Keyword-level performance comparison
Monthly Data Master input structure
Ads vs Organic analysis sheet
Influencing keyword performance view
Cannibalisation insight framework
Best for
Frequently asked questions
What does this template help me analyse?
It helps you compare paid and organic search performance across selected months, including impressions, clicks, CTR, AI Overview presence, keyword overlap, and cannibalisation signals.
What data do I need?
You need monthly GSC data for organic impressions and clicks, Google Ads data for paid impressions and clicks, AI Overview presence tracking, and optional SEMrush or Ahrefs keyword validation.
Is the tool fully automated?
No. You paste monthly data into the Data Master as values, then run the analysis. The workbook generates structured views without breaking the format.
What outputs does the template generate?
It generates Ads vs Organic analysis, AI Overview Impact, Influencing Keywords, paid vs organic CTR comparison, keyword-level performance views, and cannibalisation insights.
Who should use this template?
It is best for SEO, paid search, and growth teams that need to understand whether paid search is improving total visibility or diluting organic search performance.
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