If you are doing SEO and PPC in 2019, then you have to know that both go hand in hand.
For every paid word you target, Google is setting up a quality score. This quality score is based on how relevant your ad and also the landing page is. If you have a high-quality score, then you will pay much more for a click.
How relevant is your landing page for that keyword that you are targeting?
If you target a keyword for the organic search, then that same keyword must also be in your ads and the one that you are targeting.
After you see organic improvements for that page, you can modify your ad for other related keywords that is in your content.
Hope that this article will help you to reach your marketing objective.