Organic Search Traffic Value (vs Paid) Calculator

Compare organic and paid search traffic value. See conversion rates, revenue, and CAC for each channel to optimize your search marketing mix.

Monthly visitors from organic search

Monthly visitors from paid search (PPC)

Visitor-to-customer rate from organic

Visitor-to-customer rate from paid

Average revenue per customer

What you spend on PPC monthly

Organic Revenue = Organic Traffic × Conv Rate × AOV; Paid Revenue = Paid Traffic × Conv Rate × AOV; CAC = Ad Spend / Traffic
Organic: 25K visits, 3.5% conv, $150 AOV = $131K revenue at $0 CAC. Paid: 10K visits, 2.5% conv, $150 AOV = $37.5K revenue, $5K spend, $0.50 CAC. Organic delivers 3.5x more revenue at zero acquisition cost!

Why does organic traffic typically have higher conversion rates?

Organic traffic often converts better because: users find you via relevant search intent, trust organic results more than ads, already researching solutions (high intent), and clicks cost nothing so users aren't "shopping" just to see CPC impact. However, paid can capture immediate purchase intent.

What is the true cost of paid search traffic?

True cost = Ad Spend / Paid Visitors = CPC. But comparing to organic: if organic costs $0 per click but took 12 months to build, consider the "time investment value". Calculate: (Ad Spend) / (Paid Conversions) vs "what would paid conversions cost at organic CAC?"

How do I calculate the value of SEO investments?

Compare organic CAC over time: $0 CPC × (traffic growth rate) vs paid CAC. If organic generates 25K visits at $0 cost, that's $0 CPC vs $0.50 for paid = $12,500/month "saved". Track organic value as: Traffic × Conv Rate × AOV = "Attributed Revenue".

Should I shift budget from paid to organic?

Only if: paid CAC exceeds sustainable levels, organic has proven conversion rates, you can invest in content/SEO resources, and you can wait 3-6 months for results. A balanced approach often works best: paid for immediate traffic, organic for sustainable growth.