Organic + paid + AI Overview. One console.
The search-side observability layer. Detect organic-paid spend overlap, separate branded from non-branded queries, track AI Overview presence per query, and score SERP-feature opportunities — all on the same event bus your attribution and automation already use.
Organic and paid live in separate dashboards. The truth is in the overlap.
Most teams optimise paid in one tab, organic in another, and miss where they're paying for what they already own.
Three tools, three truths.
GSC for organic, Google Ads for paid, an SEO tool for SERP. Reconciling them is manual; the merge is a source of error.
"Look at our growth!" (Branded.)
Lump branded queries into "organic wins" and you're flattering yourself with brand-spend cannibalisation. Real growth comes from non-branded.
Position 1 isn't position 1 anymore.
When AI Overview surfaces above position 1, your CTR drops 30-60%. Most platforms don't track AIO presence; you can't optimise for it.
Unify. Detect. Score. Surface.
Every query joins organic + paid + SERP context, then runs through 5 detectors.
Join across surfaces
GSC + Google Ads + SERP API joined per-query. Adds AI Overview presence (from GSC searchAppearance) and SERP-feature inventory (from scrape).
5 detectors run
Organic-paid overlap, branded vs non-branded, AI Overview presence delta, SERP-feature gain/loss, snippet-ownership transfer. All run nightly + on-event.
Opportunity ranking
Each finding gets a traffic-weighted opportunity score. Prioritised in the queue so high-volume issues lead the team's day.
Dashboard + Alert + Auto-pull
Live console for ops. Slack alerts for high-confidence findings. Optional auto-action: pull paid bids on confirmed organic-paid overlap above threshold.
Three sources. Five detectors. Four surfaces.
The exact runtime topology. Hover any node to inspect.
Three concrete moves customers made.
Found organic + paid overlap
A $14M GMV brand was paying for branded keywords they already ranked organically for at position 1. Sumeru's overlap detector surfaced 47 queries where Google Ads spend was protecting position-1 organic. Pulling those bids saved $184k/yr with zero traffic loss.
Branded vs non-branded split corrected the dashboard
Reporting lumped all GSC clicks together. The non-branded-only view exposed that 'organic growth' was actually brand-spend cannibalisation. Re-allocated content team focus; non-branded organic grew 22% in 4 months.
AI Overview detection + defensive moves
Detected that 18% of top-50 queries had AI Overview present. Routed schema-fit and content-depth fixes to the appropriate pages; AI Overview citation rate moved from 4% to 47% over 8 weeks.
What's available where.
| Capability | Starter | Pro | Agency | Enterprise |
|---|---|---|---|---|
| GSC + Google Ads + SERP unified view | ✓ | ✓ | ✓ | ✓ |
| Organic-paid overlap detection | — | ✓ | ✓ | ✓ |
| AI Overview presence tracking | — | ✓ | ✓ | ✓ |
| Branded vs non-branded split | ✓ | ✓ | ✓ | ✓ |
| SERP-feature opportunity scoring | — | — | ✓ | ✓ |
| Per-region · per-device tracking | — | ✓ | ✓ | ✓ |
| Tracked queries (max) | 500 | 2k | 10k | 50k |
Find your overlap in 10 minutes.
We connect to your GSC + Google Ads, run the overlap detector, and walk through the top 30 queries where you're paying for what you already rank for organically.