SEO and performance marketing only work together when the traffic that arrives actually turns into leads and sales - otherwise it's just an expensive set of visits.
Before launching a campaign, check: landing page speed, correctly configured analytics events, keyword relevance to the audience, retargeting setup, and a clear call to action.
Skipping even one of these usually means the budget burns on traffic that never converts - and that's only visible a week or two in, once it's too late to fix without losses.