Lead generation or e-commerce: connect Google Ads and Meta Ads to qualified leads, sales and margin, so you know exactly what to improve — and what is ready to scale.
For companies already investing €2,000/month or more in media, or ready to do so.
Choose your time directly · No long-term commitment · Confidential conversation
Consolidated data from 1 January to 17 August 2026 · Campaigns anonymised
01 · The gap
An account may need repair. It may also be ready to scale. In both cases, one question decides what happens next: what do your campaigns actually produce for the business?
Volume matters only when the right people answer, progress and become customers.
Promotions, product economics and existing customers can make revenue look healthier than the value it creates.
If the platform learns from low-quality actions, it will find more of them — faster and at a higher cost. Feed it the outcome the business actually values.
Automation amplifies the definition you give it. It cannot repair that definition for you.The question reporting must answer
A lead and an order do not follow the same economics. Track the measure that improves the decision, not the one that makes the campaign look best.
The useful question: which campaigns produce the opportunities your sales team genuinely wants to call back and move forward?
The useful question: which sales remain genuinely profitable after media, product costs, promotions and fulfilment?
02 · The 5 leaks
Before repairing or scaling, find where the chain breaks between spend and outcome.
Does the right person immediately understand why they should move forward?
CheckpointDoes your budget meet a market that can, will and is ready to buy?
CheckpointDoes the journey turn interest into action without adding friction or doubt?
CheckpointAre Google and Meta learning from real customers or from the easiest actions to measure?
CheckpointDo sales, revenue and margin close the loop back to the platform?
CheckpointA useful measure does not stop at the action: quality and value must travel back to Google and Meta.
CRM→Google / Metaquality signal returned
The platform learns to seek the profiles and sales that genuinely create value.03 · From analysis to progress
Every month follows a short cycle: understand, decide, measure and learn before correcting, consolidating or accelerating.
Campaign data is connected to qualified leads, sales, margin and field feedback. Reporting no longer stops at the platform.
Find the break in the promise, targeting, experience, signal or value before adding more budget.
Every priority answers a precise question, carries a hypothesis and has a business measure that can prove or disprove it.
The result informs the next decision. Scale what works and repair what weakens profitable growth.
Leadership, marketing and sales can connect every action to the question that triggered it and the result that will be used to judge it.
Continue while the relationship remains useful. Stop whenever it no longer does.
04 · Observable decisions
Two examples show how a business signal changes the work: qualified demand for lead generation and profitable growth for e-commerce.
Consolidated Google Ads view
Campaign details remain confidential. The operating scale remains verifiable.
Three situations, read in sequence: demand quality, local intent and commercial outcomes.
One or two enquiries a week, with too few matching an offer whose average order value was €17,000. The volume looked reassuring, but the sales team spent its time filtering. At that value, every poor enquiry costs twice: first the click, then the sales time.
The turning point did not come from a campaign setting. It came from the field: market research conducted in person with the target audience to understand what truly drives a buyer’s decision. That understanding shaped a dedicated sales page. The advertising was then rewritten to deliver exactly the promise made on that page.
From 1–2 enquiries a week to 2–3 enquiries a day over two years. Conversion rate rose from 1% to 3.5%. Cost per lead fell by 53%. More than 650 qualified enquiries in total.
Field researchObserve the target audience in context before changing any settings.
Dedicated sales pageWrite it from the research, not from the existing website.
Word-for-word alignmentBuild campaigns that deliver exactly the promise made on the page.
Qualification fed backJudge campaigns on usable enquiries, not submitted forms.
Your campaigns will never be better than your understanding of the audience. Settings come afterwards, in that order.
More than 160 stores, €22.7m in revenue and only 2,500 followers for the entire network. Measurement could not show which stores the website was actually helping. The digital programme still had to prove its value to a network of independent members.
Before spending more, two missing foundations were required: measurement that told the truth store by store, and an audience the brand would not have to buy again with every campaign. That is where the work began.
From 2,500 to 36,000 followers in eighteen months, at €0.11 per follower, for a cumulative reach of around 1.46 million people. The engagement is complete and the figures are final.
Complete measurement auditConsent management, tracking plan, GA4 and Meta, with tagging that follows the sale through to in-store collection.
Store-level steeringTrack calls, direction requests and viewed store pages, location by location and city by city.
Community and seasonal campaignsMaintenance advice, the spring catalogue and network visibility.
Analyse who actually respondsOver the measured period, 73% of clicks came from people aged 55 and over, with major regional differences.
A rented audience disappears when the campaign stops. An owned community continues to work for you.
Projects worth several thousand euros, a local service area and one finding from the first month: more than eight contacts out of ten came by phone, not by form. Optimising for forms meant optimising against the real signal.
A leaking roof does not compare three quotes for two weeks. The customer calls the company that inspires confidence now. The advertising was built around that reality: be present at the moment of urgency and remove doubt from the advert itself.
Cost per contact divided by more than four in four months: approximately €29.60 in January, €12.60 in February and €6.72 in April.
Two separate messagesSeparate urgent work from planned projects, with campaigns for each intent.
Reassurance in the advertsFamily business, more than twenty years of experience, RGE Qualibat certification and ten-year guarantee.
A clearly local positionSpeak like a contractor from Gaillac and the Tarn, not a national roofing brand.
Calls as the primary conversionRepair measurement when a filter prevented leads from being recorded.
For work worth several thousand euros, advertising does not sell the project. It earns enough trust for the customer to pick up the phone.
Every context is different. These figures show what the method has produced, not a promise of identical results.
The question to ask nowWhat decision would become possible if campaigns finally connected to the business outcome?
Discuss your acquisition ↗05 · What experience changes for you
Lead generation, e-commerce, long sales cycles and profitability.
CertificationCertification validates platform knowledge. The real work is controlling what automation learns and amplifies.
2024, 2025 and 2026: comparing methods and staying current as platforms evolve.
An independent reference point on the senior expertise available for your campaigns.View the reference ↗
Platforms change quickly. These events provide better questions, opposing points of view and practices tested by other specialists.
One responsibility that never changes hands
You do not delegate either your judgement or your understanding of acquisition. You gain one accountable point of contact who connects teams, explains each decision and takes responsibility for the reasoning behind it.
Every tool in its place
Google, Meta, Microsoft, analytics and CRM tools support the decision. They do not define it.
Google Ads
Meta Ads
Microsoft Ads
LinkedIn Ads
TikTok Ads
Google Analytics 4
Google Tag Manager
Looker Studio
Merchant Center
Shopify
WooCommerce
HubSpotAnswers before a decision
Yes. The same discipline protects both situations: identify what already deserves more budget, what would break under additional volume, and which business measure should authorise the next step.
You work with one accountable senior consultant. No junior learns with your media budget. Work is prioritised around no more than three decisions at a time and the engagement remains month to month.
Yes. The economics differ, not the standard. Lead generation is connected to qualified opportunities and signed customers. E-commerce is connected to incremental sales, acquisition cost and margin.
A diagnostic framework covering the complete chain: Promise, Targeting, Experience, Signal and Value. It reveals where attention and budget stop turning into business outcomes.
No. It uses your website, customer journey and publicly visible signals, without access to your accounts. It produces a first hypothesis and the checks needed before a deeper diagnosis.
Because the value of the work should be judged every month. The relationship continues because it remains useful, not because a contract prevents you from leaving.
Two simple ways to begin
The leak will not stop while you wait.
There is one question this page cannot settle: yours. You have seen the method, the cases and the figures. What they cannot tell you is what this would mean in your situation. Two ways to find out. Neither commits you to anything.
This conversation establishes two things: whether your situation can produce more, and whether we are the right fit to do it together. You leave knowing whether it is feasible and where it would begin.