How long until…?
For SEO we cannot control how, when, and why Google shows their organic results the way they do. We know the current methods to best show a site in search results and stay up to date on current trends and prepare for any changes that may be coming or that were surprises (and there are many Google surprises). But we cannot and will not guarantee rank nor promise a timeframe to see results. We can provide estimates based on our experience and knowledge but that is never a guarantee.
For PPC, once we begin making optimizations you will see results. However, there are numerous factors that change by the second that will impact how much or a result you will see and how long it will take. For example, a new competitor bidding on the same keyword as you will immediately impact your ROI, because now you are competing for that term and will have to pay more to show your ad versus them. Additionally, how well your site currently converts and performs (if we are not granted the conversion rate portion of the project) will impact results. And every little change done to a site has impact, regardless of how small or minor it might seem.