Two updates to two tables

I have to update two tables

UPDATE TableA 
SET a="a", b = 'b', date = GETDATE() 
WHERE c="c"

IF @@ROWCOUNT = 0 
    INSERT INTO TableA (c, a, b, date) 
    VALUES ('c', 'a', 'b', GETDATE())

UPDATE TableB 
SET d = 'd', date = GETDATE() 
WHERE e="e" AND f="f" 

IF @@ROWCOUNT = 0 
    INSERT INTO TableB (e, f, d, date) 
    VALUES ('e', 'f', 'd', GETDATE())

They are about 10k rows in each of those tables and I need to perform this as fast as possible because the data will be updated 100x per second.

I thought about this

BEGIN TRANSACTION;

UPDATE TableA
SET a="a", b = 'b', date = GETDATE()
WHERE c="c";

IF @@ROWCOUNT = 0
BEGIN
    INSERT INTO TableA (c, a, b, date)
    VALUES ('c', 'a', 'b', GETDATE());
END

UPDATE TableB
SET d = 'd', date = GETDATE()
WHERE e="e" AND f="f";

IF @@ROWCOUNT = 0
BEGIN
    INSERT INTO TableB (e, f, d, date)
    VALUES ('e', 'f', 'd', GETDATE());
END

COMMIT TRANSACTION;

But the thing is that the insert part will be executed only once for each device, the rest of the time it will be just updated. Is my method efficient? Perhaps I should prefill the table with initial values and omit the inserts in my operation?

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