What I missed from the article was the question if the author measured the goal performance of their advertising. Also the ROI. Additionally it is (or should be

What I missed from the article was the question if the author measured the goal performance of their advertising. Also the ROI. Additionally it is (or should be) common knowledge to check if you are canabalizing your SEO results because in your niche you are not working against other organic search results or advertising of your competitors. Because this would have potentially shown from the get go if advertising in this case was unnecessary or if it supported the business until SEO had cached up.