You need more traffic. That’s a given. But where do you invest your next dollar? Do you play the long game with SEO, building a foundation for “free” traffic, or do you hit the accelerator with paid ads for instant results?

Answering the SEO vs PPC question isn’t about picking a side. It’s about understanding how the top brands make them work together.

Instead of debating theory, we’re going to break down the live strategy of a powerhouse direct-to-consumer brand to see how they solve this exact problem.

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Disclaimer: Eulav is not affiliated with, endorsed by, or a partner of Brooklinen. This analysis is based on publicly available information as of September 2025 and is for educational purposes.

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The Teardown: How Brooklinen Dominates Both SEO & Paid Ads

The Brand: Brooklinen, the mega-successful DTC brand that transformed the bedding industry. They are a perfect example of a brand that masters both organic and paid channels.

1. Brooklinen’s SEO Strategy: The Moat of Trust

Brooklinen’s SEO isn’t just about selling sheets; it’s about becoming the go-to authority on everything sleep and home comfort. This is their defensive moat—a long-term asset that generates consistent, high-trust traffic.

• Content Hub: Their blog answers questions customers have, like “What’s the Best Thread Count?” or “How to Wash Linen Sheets.” This captures shoppers at the top of the funnel.
  
• Keyword Domination: They don’t just rank for “bed sheets.” They target high-intent keywords like “best percale sheets” and “linen duvet cover,” capturing customers who are ready to buy.
  
• The Result: This strategy builds a massive foundation of organic traffic. Search for bedding-related questions and you’ll likely find Brooklinen.
  

2. Brooklinen’s Paid Ads Strategy: The Surgical Strike

While SEO builds their fortress, paid ads are their special forces—deployed for specific, immediate objectives. From their public Meta Ad Library, their ads are highly targeted and conversion-focused.

• Retargeting Power: A large portion of their ad spend goes into retargeting. Visitors who browse but don’t buy see reminders of the exact products they viewed.
  
• Offer-Driven Creative: Their ads almost always highlight a clear, compelling offer: “15% Off Your First Order,” “Free Shipping,” or a seasonal sale. The focus is closing the deal, not just awareness.
  
• The Result: Paid ads give them predictable, scalable traffic. Launch a new product or sale, and they can instantly bring thousands of buyers to the page.
  

The Verdict: How to Choose Your Strategy

Brooklinen proves the real winner is not SEO or PPC, but a smart combination.

• Start with Paid Ads if: You’re a new store needing immediate sales and data. Perfect for testing product-market fit.
  
• Invest in SEO from Day One if: You’re building a sustainable brand that wants consistent growth without total reliance on ad spend.
  
• The Power Move: Use data from ad campaigns to fuel SEO. The best-performing paid keywords and offers should guide your organic strategy.