SEO and PPC both are different. If you want to boost your traffic and get leads in short time, PPC is best suited for your campaign. But if you intend to get long term traffic, nothing can beat SEO. Both the results are shown separately and should not be mixed together. You can see PPC ads on First 3 positions and bottom 4 positions on the Google SERP. The result which is displayed in between Top and Bottom PPC results are called organic results which are achieved through your SEO efforts. SEO results stay long on Google SERP and of course free, but as soon as you stop putting money in your PPC campaigns, your ads will stop showing on Google. Big companies hire Reputed SEO agencies like Radon Media(https://www.radon-media.com/) and put their efforts in SEO as 70% audience clicks on SEO results and the conversion rate of SEO visitors is higher than that of PPC.