How the integrated approach works
Integrated search marketing from ITForce is a strategic combination of SEO, GEO and paid search. We cover the whole cycle: from the initial audit and strategy to technical fixes, content optimized for search engines and generative AI platforms, campaign setup and analytics.
On the way to a decision, a buyer goes through several stages. The job of an integrated strategy is to be present at each of them, including when the first contact happens in an AI assistant.
SEO brings visibility in classic search results for informational and commercial queries, builds trust and steady traffic with no cost per click. GEO puts your brand into the answers of ChatGPT, Google AI Mode and other generative systems — even when the user does not click through right away. Paid search adds speed: it shows the site for relevant queries immediately, lets us test hypotheses and supports sales at launch or in peak season.
The most valuable part is how the channels feed each other. We can launch a paid campaign for a group of keywords, check how it converts on real money — and focus SEO and GEO on the topics that have already proven profitable. That removes the most expensive SEO mistake: six months of work on queries that bring visitors but not customers.
Analytics plays a separate role. We don’t just push traffic — we track how people behave on the site, where they get stuck and where they drop off, whatever the source: classic search, ads or an AI interface.
Who it is for
Integrated search marketing works for businesses that need inquiries, calls and sales rather than visits. It is especially relevant for:
- online stores that need to grow in organic search and get orders from ads at the same time;
- local and regional businesses that want to own their area;
- B2B companies with long sales cycles that need deep analytics and precise targeting;
- brands entering new markets or launching new products;
- companies already doing SEO or ads separately and hitting the ceiling of one channel.
Benefits of integrated search marketing
1. Coverage at every stage of the funnel
Different channels catch people in different states: an informational query in organic search, comparing options in an AI answer, readiness to buy in an ad. The mix makes sure you don’t lose the buyer at the stage your main channel doesn’t cover.
2. More presence on the results page
Organic and paid results together give you more space on one page: the site can hold a paid position and an organic one, and be cited in the AI answer. That literally pushes competitors off the screen.
3. Less dependence on one channel
An algorithm update, rising bids, a change in user behavior — any of these can break a single-channel strategy. Several sources of traffic make the result more resilient.
4. Data for budget decisions
End-to-end analytics shows which channel brings the inquiry and which one only assists. The budget moves toward what works, so marketing spend becomes controlled rather than intuitive.
5. More conversions, not just more traffic
The strategy includes usability analysis, landing page work and hypothesis testing. We look not only at how many people came, but at what stops them from leaving an inquiry.
6. Long-term effect
SEO, content and GEO keep working after the active phase, supporting branded traffic and rankings. Ads give control here and now. Together they cover both the short and the long run.
Pricing and what affects it
The cost of integrated search marketing depends on the complexity of the project and the goals. An integrated plan (SEO + PPC + analytics) starts at $1,500 per month; SEO for English-language markets starts at $1,200, Google Ads management at $550 per month.
What drives the scope:
- competition and the number of keywords — more keywords and stronger competitors mean more work in SEO and PPC;
- the size of the site — optimizing a large catalog takes more time;
- geography — several regions or countries add localization and campaign work;
- campaign types — Shopping, Performance Max, Search, remarketing and other formats differ in effort;
- the current state of the site — the more technical issues, the more time goes into fixing them before growth starts.
How the invoice works. The monthly payment is always split into two independent parts, shown as separate lines:
- the team’s work — a fixed fee for specialists’ time and professional software;
- external costs — ad budget, link placements, copywriting, developer hours for site changes.
The split matters: at any moment you know whether you are paying for people’s work or for purchases. The ad budget is spent in your own Google Ads account, and you see every dollar in the interface.
Paid separately:
- a site and ad account audit — from $500 when ordered on its own;
- content strategy and copywriting beyond the agreed volume;
- website changes, if you don’t have your own developer — from $35/hour.
The full list of rates is on our pricing page.
How the work is organized
1. Goals and analysis (5–10 days)
- a briefing: your business, margins, target audience and expectations;
- the current state of the site: technical audit, link profile, content;
- the market and competitors — the gap with them defines timelines and budget;
- indicative KPIs.
2. Integrated strategy
- SEO strategy: priority queries, content plan, link strategy;
- PPC strategy: campaign types, account structure, bidding strategies, ads;
- budget split between channels.
3. Preparation and setup
- keyword research and clustering;
- technical optimization: structure, speed, indexing, mobile;
- new content and optimization of existing pages;
- Google Ads account and campaign setup;
- web analytics and conversion tracking.
4. Monitoring and scaling
- strategy adjustments based on data;
- PPC optimization: ad tests, bid adjustments, search terms and negative keywords;
- scaling the campaigns and directions that work.
What to expect in terms of timing. Ads bring first clicks on the day they are approved, and first inquiries usually within the first weeks. In organic search, first movement in a moderately competitive niche is usually visible after about three months, top-10 rankings for mid-volume queries take around six months, and 30–50% of the keyword set in the top 10 can take up to a year. In highly competitive niches, top-10 rankings for high-volume queries take 18–24 months. That is exactly why the combination makes sense: it closes the gap between "we need inquiries now" and "we need independence from the ad budget later".
Tools we use
Keyword research: Google Keyword Planner, Ahrefs and Semrush. Rankings and links: SE Ranking and Ahrefs. Technical audits: Screaming Frog. Web analytics runs on GA4 and Google Tag Manager, with reports in Looker Studio focused on conversions and business results. Where needed, we add Hotjar or Microsoft Clarity for behavior analysis.
Generative search brought a new class of tools — AI visibility monitoring such as Otterly.AI, which shows whether assistants mention your brand and who they name next to you. Classic SEO tools can’t do that.
Why ITForce
- Channels that work together: the long-term effect of organic search and the speed of paid traffic — with one strategy instead of two independent contractors.
- Google Premier Partner: a status Google gives to the top 3% of partners for proven quality and client results.
- Since 2015: eleven years in a market that has gone through dozens of updates and the arrival of generative search.
- Everything in your accounts: analytics, Search Console, the ad account. If we part ways, you keep all the data, settings and history.
- Transparency: a contract, monthly Looker Studio reports, an explanation of every step and a dedicated project manager.
Where we work
Our team is based in Ukraine and works with companies in the US, the EU, Canada and Israel. The market doesn’t matter — the strategy adapts to it. English-language markets are budgeted separately: links and copywriting there cost several times more.
FAQ
How much do SEO and PPC services cost?
An integrated plan (SEO + Google Ads + analytics) starts at $1,500 per month for the team’s work. SEO for English-language markets starts at $1,200 per month, Google Ads management at $550 per month. The ad budget is paid separately, directly to Google. The final scope is fixed in a proposal after a short call.
Should I start with SEO or PPC?
If you need inquiries soon, start with paid search — it brings data within weeks and shows which queries convert. If there is established demand and you can wait, SEO lowers the cost of acquisition over time. In most competitive niches the answer is both, with paid search funding the period while SEO gains momentum.
Can SEO and PPC work together?
Yes, and that is the point of an integrated plan. Paid search tests keywords on real money, SEO then focuses on the queries that proved profitable, and analytics shows which channel brings the inquiry and which one assists.
How long until we see results?
Ads bring first clicks on the day they are approved; first inquiries usually come within the first weeks. In SEO, first movement in a moderately competitive niche is usually visible after about three months, and top-10 rankings for mid-volume queries take around six months. These are typical ranges, not guarantees — targets are agreed after an audit.
Do you work with companies outside Ukraine?
Yes. Our team is based in Ukraine and works with clients in the US, the EU, Canada and Israel. English-language markets need their own keyword research, content and links, so they are budgeted separately.
How to get started
Leave a request on the site. After a short call, we will send a proposal with the scope of work, the budget and the metrics you can judge us by — including an honest answer to whether you need an integrated plan right now or one channel is enough.
