https://theomaupile.com/en/blog/freelance-paid-media-google-ads/ Google Ads, Meta Ads and Paid Media articles and guides by Théo Maupilé: strategies, tracking, ROI optimisation and the latest updates. en-US Tue, 29 Sep 2026 10:00:00 GMT https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-is-firebase/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-is-firebase/ Tue, 29 Sep 2026 10:00:00 GMT Firebase is Google's platform for building and running mobile and web apps: databases, user sign-in, notifications, crash reports, analytics. For... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-is-chatgpt-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-is-chatgpt-ads/ Sat, 12 Sep 2026 08:00:00 GMT ChatGPT Ads is OpenAI's ad platform. Your ads show up below ChatGPT's answers when the topic of the conversation matches what you offer, and you buy... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-is-bigquery/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-is-bigquery/ Fri, 04 Sep 2026 14:00:00 GMT BigQuery is Google Cloud's data warehouse. You load tables into it, you query them in SQL, and you pay for the bytes each query reads. For someone who... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/bigquery-google-ads-beta-conversion-data/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/bigquery-google-ads-beta-conversion-data/ Fri, 04 Sep 2026 10:00:00 GMT Google Ads can now read a BigQuery table and attach it to a conversion action you already have. Nothing new to create, no campaign to rebuild: the same... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/are-my-google-ads-and-meta-ads-campaigns-profitable/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/are-my-google-ads-and-meta-ads-campaigns-profitable/ Fri, 04 Sep 2026 09:00:00 GMT Your Google Ads account shows a 4x ROAS . Your Meta account shows a 12 EUR cost per lead. Both numbers are green, and you still cannot say whether your... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-for-nonprofits-how-to-get-10000-a-month-in-free-search-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-for-nonprofits-how-to-get-10000-a-month-in-free-search-ads/ Thu, 13 Aug 2026 09:00:00 GMT Google gives eligible nonprofits up to $10,000 USD every month to run search ads, at no cost. Not a discount, not a trial: a monthly advertising credit... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/journey-aware-bidding-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/journey-aware-bidding-google-ads/ Thu, 06 Aug 2026 09:00:00 GMT Journey-aware bidding learns from every stage of your lead journey. The prerequisite: a CRM that sends back lead status and a working offline import. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-tag-gateway-check-that-yours-is-actually-carrying-your-data/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-tag-gateway-check-that-yours-is-actually-carrying-your-data/ Thu, 06 Aug 2026 00:00:00 GMT Google Tag Gateway loads your Google scripts from your own domain. The five-minute check in the Network tab that proves your data gets through. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-vs-facebook-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-vs-facebook-ads/ Mon, 03 Aug 2026 09:00:00 GMT Google Ads or Facebook Ads? If you only have the budget (or the energy) for one channel, the question deserves better than a hot take. I run both daily... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/ppc-vs-seo/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/ppc-vs-seo/ Mon, 03 Aug 2026 08:00:00 GMT PPC or SEO? It is one of the first questions businesses ask me when they want leads or sales from Google. Both channels target the same results page,... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-track-clv-to-cac-ratio-the-metric-that-reveals-true-ad-profitability/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-track-clv-to-cac-ratio-the-metric-that-reveals-true-ad-profitability/ Fri, 10 Oct 2025 00:00:00 GMT Spending €10,000 on ads and generating €30,000 in revenue sounds profitable. But what if half of those customers never buy again? Return on ad spend (... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-run-local-search-ads-get-more-local-customers-finding-you-in-2025-step-by-step/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-run-local-search-ads-get-more-local-customers-finding-you-in-2025-step-by-step/ Wed, 01 Oct 2025 00:00:00 GMT Want more customers finding your business on Google Maps? Promoted pins help you capture high-intent searchers right when they're looking for... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-set-up-google-ads-phone-call-conversion-tracking-step-by-step/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-set-up-google-ads-phone-call-conversion-tracking-step-by-step/ Thu, 24 Jul 2025 07:51:07 GMT Calls from your ads, from your website, mobile clicks or CRM imports: the 4 ways to track call conversions in Google Ads, and how to set each one up. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-set-enhanced-conversions-in-google-ads-to-improve-attribution-accuracy/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-set-enhanced-conversions-in-google-ads-to-improve-attribution-accuracy/ Mon, 21 Jul 2025 14:02:59 GMT Why tracking accuracy matters in a privacy-first world Since the rollout of GDPR and the rise of browser-level tracking restrictions (like ITP on... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/aligning-ai-with-human-expectations-how-to-master-llm-perception-match/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/aligning-ai-with-human-expectations-how-to-master-llm-perception-match/ Sun, 20 Jul 2025 11:19:13 GMT AI models like ChatGPT now play an active role in how people discover and assess brands. From early research to buying decisions, large language models... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-track-llm-traffic-in-ga4-to-increase-visibility/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-track-llm-traffic-in-ga4-to-increase-visibility/ Sun, 20 Jul 2025 10:07:42 GMT AI assistants powered by LLM s like ChatGPT, Claude, or Gemini are becoming a new way to get traffic But most marketers don’t know it’s already... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/seo-ia-and-generative-engine-optimization-how-to-get-featured-in-ai-search-in-2025/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/seo-ia-and-generative-engine-optimization-how-to-get-featured-in-ai-search-in-2025/ Thu, 26 Jun 2025 00:00:00 GMT News‐Driven Innovation Frameworks June 26, 2025 Published on: June 26, 2025 Hey! It’s Théo today. We’ll speak about the topic of SEO IA and Generative... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/smarter-google-ads-spend-starts-with-the-lin-rodnitzky-ratio/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/smarter-google-ads-spend-starts-with-the-lin-rodnitzky-ratio/ Tue, 24 Jun 2025 00:00:00 GMT Hey! It’s Théo today. We’ll speak about the topic of smarter decision-making in Google Ads. If you want to know whether your budget is driving real... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/gclid-gbraid-wbraid-how-google-ads-adapts-to-apple-s-privacy-changes-what-every-google-ads-expert-needs-to-know/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/gclid-gbraid-wbraid-how-google-ads-adapts-to-apple-s-privacy-changes-what-every-google-ads-expert-needs-to-know/ Mon, 23 Jun 2025 00:00:00 GMT Hey! It’s Théo today. We’ll speak about the topic of tracking parameters in Google Ads, especially the ones that confuse even advanced marketers: GCLID... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-are-mcc-scripts-in-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/what-are-mcc-scripts-in-google-ads/ Tue, 17 Jun 2025 00:00:00 GMT MCC Scripts are Google Ads Scripts that run at the Manager Account level (MCC). They let you automate tasks across multiple Google Ads accounts at... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ai-shopping-how-virtual-try-on-and-gemini-ai-are-transforming-e-commerce-google-try-it-on/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ai-shopping-how-virtual-try-on-and-gemini-ai-are-transforming-e-commerce-google-try-it-on/ Fri, 06 Jun 2025 00:00:00 GMT Hey! It’s Théo today. We’ll speak about how Google’s latest AI Shopping innovations are transforming e-commerce and customer buying behavior. Buying... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-scripts-7-reasons-to-manage-your-paid-search-management/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-scripts-7-reasons-to-manage-your-paid-search-management/ Wed, 04 Jun 2025 00:00:00 GMT Hey! It's Théo today. We'll speak about the topic of Google Ads automation, and more specifically: the 7 benefits of using Google Ads scripts to manage... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/answer-engine-optimization-the-next-evolution-in-search/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/answer-engine-optimization-the-next-evolution-in-search/ Tue, 03 Jun 2025 00:00:00 GMT The way users search for information is changing rapidly. With the rise of AI-powered search engines, voice assistants, and chatbots, traditional SEO... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-keyword-signals-unlock-better-google-ads-results/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-keyword-signals-unlock-better-google-ads-results/ Tue, 03 Jun 2025 00:00:00 GMT Choosing between Broad Match, Phrase Match, or Exact Match often raises questions for advertisers. Understanding how Google Ads interprets keyword... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/master-keyword-matching-in-google-ads-to-boost-campaign-performance/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/master-keyword-matching-in-google-ads-to-boost-campaign-performance/ Tue, 27 May 2025 00:00:00 GMT Hey! It’s Théo today. We’re diving into one of the most underestimated levers in paid advertising: keyword matching in Google Ads . Understanding how... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-activate-google-ads-expert-mode/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-activate-google-ads-expert-mode/ Fri, 23 May 2025 00:00:00 GMT Google Ads opens your first account in simplified mode. Switch to Expert Mode in one click, at setup or from Tools & Settings, and control every setting. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/more-conversions-in-google-ads-understand-the-concept-of-conversion-modeling/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/more-conversions-in-google-ads-understand-the-concept-of-conversion-modeling/ Mon, 19 May 2025 00:00:00 GMT With Consent Mode, Google Ads estimates the conversions hidden from cookies and feeds them to Smart Bidding. How conversion modeling works, in plain words. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/do-you-know-how-much-you-should-pay-per-lead-on-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/do-you-know-how-much-you-should-pay-per-lead-on-google-ads/ Tue, 22 Apr 2025 00:00:00 GMT If you’re running Google Ads or Facebook Ads , you’ve probably asked yourself: What’s a good cost per lead ? Knowing your ideal CPA (Cost Per... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/looking-for-a-b-test-inspiration-for-google-ads-here-are-7-fresh-ideas-to-explore/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/looking-for-a-b-test-inspiration-for-google-ads-here-are-7-fresh-ideas-to-explore/ Mon, 14 Apr 2025 00:00:00 GMT If you run Google Ads as a freelance paid media expert or traffic manager, testing should be part of your routine. It helps you understand what... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/call-to-action-vs-call-to-outcome-which-drives-more-conversions/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/call-to-action-vs-call-to-outcome-which-drives-more-conversions/ Fri, 11 Apr 2025 00:00:00 GMT The impact of your message in Google Ads or Meta Ads campaigns In the world of Paid Advertising, every word counts. A simple change in wording can turn... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/the-secret-to-profitable-scaling-isn-t-more-spend-it-s-marginal-roas/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/the-secret-to-profitable-scaling-isn-t-more-spend-it-s-marginal-roas/ Wed, 02 Apr 2025 00:00:00 GMT If you’re running Facebook Ads or Google Ads, you’re probably tracking ROAS and CPA religiously. But here’s the truth: these metrics can be dangerously... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-gives-advertisers-more-control-over-pmax/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/google-ads-gives-advertisers-more-control-over-pmax/ Wed, 12 Mar 2025 00:00:00 GMT Important news for the Google Ads community ! Google listened to advertisers and will now allow up to 10,000 negative keywords , giving more control... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/welcome-to-talent-arena/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/welcome-to-talent-arena/ Tue, 11 Mar 2025 00:00:00 GMT Last week, I attended Talent Arena , an exciting three-day event that brings together digital industry professionals with leading tech companies and... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/bumper-ads-the-6-second-solution-to-your-marketing-challenges/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/bumper-ads-the-6-second-solution-to-your-marketing-challenges/ Tue, 21 Jan 2025 00:00:00 GMT Bumper ads are 6-second video ads viewers watch in full: when to use them, and how to land one clear message that sticks. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/data-exclusions-in-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/data-exclusions-in-google-ads/ Sun, 19 Jan 2025 00:00:00 GMT Stop letting tracking errors drain your budget. Here’s the fix! Use Data Exclusions to stabilize Smart Bidding when tracking issues arise: Think of... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-i-use-4-keyword-types-to-turn-searches-into-customers-in-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-i-use-4-keyword-types-to-turn-searches-into-customers-in-google-ads/ Mon, 06 Jan 2025 00:00:00 GMT Informational, navigational, commercial, transactional: the 4 Google Ads keyword types, and the ad message that turns each search into a customer. https://theomaupile.com/en/blog/freelance-paid-media-google-ads/maximizing-results-with-seasonality-adjustments-in-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/maximizing-results-with-seasonality-adjustments-in-google-ads/ Wed, 01 Jan 2025 00:00:00 GMT Seasonality adjustments are a powerful tool for optimizing campaign performance during short-term, high-impact events. How They Work 1. Predict... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-use-search-theme-prioritization-to-align-pmax-search-in-your-strategy/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-to-use-search-theme-prioritization-to-align-pmax-search-in-your-strategy/ Wed, 25 Dec 2024 00:00:00 GMT Here is how the auction works • Only one of these keywords can match the search term and trigger an ad to enter the auction. • The table below outlines... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/are-you-using-the-full-value-of-your-customer-list-in-google-ads/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/are-you-using-the-full-value-of-your-customer-list-in-google-ads/ Tue, 17 Dec 2024 23:00:00 GMT In an increasingly competitive digital environment, brands that leverage their customer base in their Paid Media campaigns gain a real edge. Yet this... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/roas-vs-mer/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/roas-vs-mer/ Sat, 07 Dec 2024 23:00:00 GMT In the world of freelance paid media , it is common to rely on performance indicators to assess campaign effectiveness. Two metrics often stand out:... https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-i-use-data-consolidation-to-boost-google-ads-performance/ https://theomaupile.com/en/blog/freelance-paid-media-google-ads/how-i-use-data-consolidation-to-boost-google-ads-performance/ Thu, 14 Nov 2024 00:00:00 GMT Struggling to manage too many Google Ads campaigns at once? If you’re juggling multiple ad sets targeting similar products, audiences, or goals, it...