PPC vs SEO Cannibalisation Analyser
Are your Google Ads campaigns competing with your own organic rankings? When paid and organic search overlap on the same keywords, you could be paying for clicks that would have come naturally, cannibalising your SEO investment.
Frequently Asked Questions
Cannibalisation occurs when your paid search ads compete with your organic search listings for the same keywords. When this happens, you may be paying for clicks you would have received for free through organic search, effectively wasting budget and reducing your overall ROI.
The tool matches your Google Ads search terms against your Google Search Console queries to identify overlaps. It evaluates your organic visibility (position and click-through rate) alongside your paid click share to determine whether each search term represents a cannibalisation risk. Results are categorised as High, Medium, or Low risk.
You’ll need two CSV exports:
- Google Ads Search Terms Report – Download from your Google Ads account under Reports > Predefined Reports > Basic > Search Terms
- Google Search Console Queries Report – Export from the Performance section of your Search Console account
In Google Search Console, go to Performance > Search Results. Set your date range (we recommend matching your Google Ads export period), then click Export > Download CSV. Note that the standard export is limited to 1,000 rows. For larger datasets, use the free “Search Analytics for Sheets” Google Workspace add-on.
- Strict Model: Flags cannibalisation only when you’re ranking in positions 1-3 organically AND paying for ads on the same terms. Best for identifying clear budget waste.
- Standard Model: Uses broader criteria including positions 1-5 and considers phrase/broad match variants. Better for spotting potential opportunities to reduce spend.
- High Risk: Strong organic presence (top positions, good CTR) combined with significant paid spend. Consider pausing or reducing bids.
- Medium Risk: Moderate overlap where testing reduced bids could be worthwhile.
- Low Risk: Limited overlap or weak organic presence. Paid spend is likely justified.
Yes. All processing happens directly in your browser. Your data is never uploaded to any server, stored, or shared. Once you close or refresh the page, your data is gone.
The tool is designed to handle large datasets of 20,000-30,000+ rows without issues. If you experience slow performance with very large files, try filtering your exports to focus on specific campaigns or date ranges.
Yes, the PPC vs Organic Cannibalisation Analyser is completely free. If you need help interpreting your results or implementing optimisations, contact Veon Media for a consultation.