Are your landing pages for PPC and organic traffic the same?

No. With PPC you need to pull your visitors in and get them to take action immediately. What I do is work on building the perfect PPC landing page, and then take that and modify it from a SEO perspective. Your PPC landing page is unlikely to be a good fit for SEO because it won't tie in with the content. SEO requires lots of content, while PPC doesn't need as much. You can pretty much duplicate your PPC landing pages and modify them slightly for each keyword you target, but with SEO all your content needs to be unique to rank well. With SEO what I would do is have all my unique content point to a pre-sell page, so the content is unique and can rank well, but you still get that call to action from the pre-sell.