Should a website be perfectly SEO optimized first before running a PPC ad? earn by blogging adsense income

I have a friend who just launched a new e-commerce website. From an SEO standpoint, it is absolute shit. I want to help out with his SEO efforts but he wants to go straight to launching google ads to get traffic/sales. do I tell him his site needs to be well optimized first (SEO) before doing that or does it not really matter? this is kind of a "what needs to be prioritized first at this early stage - seo or ppc" question, pretty much.

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