Hi, Théo Maupilé here!

🎓 Coaching (Training & Support). Who it's for:

You want to manage your campaigns yourself

You need to level up your skills

You're looking for one-off support on specific issues

What's included:

Training on Google Ads, Meta Ads or Google Tag Manager

Live review of your campaigns with recommendations

One-off support on technical issues

Sharing of best practices and methodologies

Available formats:

Single session (troubleshooting, one-off training)

Ongoing support (weekly or bi-monthly sessions)

Ideal if: you have time and want to build your expertise in-house

Monitoring (Ongoing Management). Who it's for:

You want to fully delegate the management of your campaigns

You're looking for long-term results

You don't have the expertise or the time in-house

What's included:

Full management of your Google Ads and Meta Ads campaigns

Daily optimizations (bids, budgets, audiences)

Creation and testing of new campaigns

Detailed monthly reports with performance analysis

Real-time dashboard (Google Looker Studio)

Monthly strategic follow-up meeting

Tracking setup and maintenance

Audit (One-off Diagnostic). Who it's for:

You want a quick diagnostic with no long-term commitment

You have an in-house team that will implement the recommendations

You want to validate the health of your current campaigns

What's included:

Full analysis of your existing Google Ads and Meta Ads accounts

Review of the campaign structure (keywords, audiences, bids)

Tracking audit (GTM, GA4, conversion pixels)

Technical configuration check

Detailed report with actionable recommendations

1 Q&A session (30 min) after delivery

What is NOT included:

Implementation of the recommendations

Ongoing campaign management

Support after delivery (except 1 Q&A session)

Ideal if: you want to identify your improvement areas before deciding on next steps

Week 1: Discovery and Diagnostic

Kick-off meeting to define your business goals and KPIs. Full audit of your existing Google Ads and Meta Ads accounts. Tracking check (GTM, GA4, pixels). Analysis of your competitors.

Week 2: Strategy and Setup

Presentation of the recommended Paid Media strategy with a 3-month roadmap. Secure access setup on the platforms. Tracking implementation if needed. Real-time reporting dashboard setup.

Coaching (Flexible budget)

No minimum ad budget required. Ideal if you're just starting out, want to learn, or have a limited budget. You invest in your skills before scaling your ad spend.

Audit (No minimum)

I can audit accounts with €0 in spend (pre-launch preparation), small budgets, or dormant accounts. The audit assesses your potential regardless of your current spend. Monitoring (Budget adapted to your maturity)

I'm open to working with different budgets depending on the maturity of your project. Every situation is unique and deserves a tailored approach.

Important to know before launching:

With a limited ad budget, the learning period of the Google Ads and Meta Ads algorithms gets considerably longer. The algorithms need conversion data to optimize your campaigns effectively.

Consequences of a budget that's too small:

Extended learning period (several months instead of a few weeks)

A/B tests difficult or impossible

Less precise optimizations

Positive ROI takes longer to reach

My recommendation:

For an optimal launch, a sufficient monthly budget lets the algorithms quickly collect the data they need and optimize your performance. During our first call, I'll tell you honestly whether your current budget matches your goals.

Project with a limited budget?

If your budget is tight, I recommend:

Starting with an Audit to identify the potential

Then Coaching so you can learn to manage it yourself

Moving to Monitoring when your budget grows

I always favor the approach best suited to your maturity and your means, rather than launching under-optimized campaigns.

Yes, a website (or landing page) that converts is important. Sending campaigns to a non-optimized site = wasting money. Why the website is crucial: Conversion rate directly impacted:

Even with qualified clicks, a bad website kills conversions. Example: €2 CPC, 100 clicks = €200 spent. Non-optimized site: 1% conversion = 1 lead at €200. Optimized site: 5% conversion = 5 leads at €40/lead. Google Ads Quality Score:

Google evaluates the quality of your landing page. Bad page = low Quality Score = higher CPC. Good page = high Quality Score = CPC reduced by 30-50%. Meta Ads user experience:

Meta penalizes slow or low-quality landing pages. Your cost per result increases if the experience is degraded.

Why a CRM is useful (but not a blocker):

Lead quality tracking:

You know which leads become customers. You calculate the true ROI of your campaigns. You identify which sources generate the best leads.

Offline attribution:

Many conversions happen offline (calls, meetings, quotes). A CRM lets you reconnect these conversions to your campaigns. Importing offline conversions into Google Ads = better Smart Bidding.

Segmentation and nurturing:

Not all leads convert immediately. A CRM enables nurturing (emails, follow-ups). Targeted remarketing on qualified leads that haven't converted yet.

SEO and Google Ads are two different ways to appear on Google, but with opposite mechanics. 🔍 SEO (Search Engine Optimization) Definition:

Optimizing your website to appear in Google's organic (non-paid) results. You don't pay for clicks. How it works:

Google analyzes your site (content, structure, links, authority). It ranks it according to its relevance for each search. The sites judged most relevant appear at the top of the organic results. Characteristics:

📅 Long-term results (6-12 months minimum). 💰 No cost per click (but time/content investment). 🎯 Continuous traffic once ranked. ⚠️ Dependent on Google's algorithms (out of your control). 💰 Google Ads (Paid Search - SEA) Definition:

Buying ad placements that appear at the top of or next to Google's search results. You pay for each click on your ad. How it works:

You bid on specific keywords. Google runs a real-time auction for every search. The best-ranked ads (bid + quality) are shown. You only pay when someone clicks.

Google Ads is Google's advertising platform that lets you run sponsored ads across its networks (search engine, YouTube, partner sites…). It mainly works on an auction system: advertisers pay when a user clicks on their ad (CPC model).

As a business, Google Ads lets you:

• Become visible on Google immediately

• Target people actively searching for your products or services

• Generate leads, sales or qualified traffic

• Track results precisely and optimize continuously

Used intelligently, it's one of the most profitable levers to grow your business fast.

Facebook Ads is Meta's advertising platform. It lets you run ads on Facebook, Instagram, Messenger, WhatsApp and other apps in the Meta network.

It's an ultra-powerful platform to:

• Target very precise audiences (age, interests, behaviors, geolocation…)

• Create engaging visuals adapted to each format (Stories, Reels, carousels, etc.)

• Generate awareness, leads or sales depending on your goals

• Track your results in real time and adjust your strategy easily

With over 3 billion active users, it's an essential channel to capture attention and grow your business.

Google Looker Studio (formerly Data Studio) is a free data visualization tool that turns your raw data into interactive dashboards. Simple definition:

Looker Studio connects all your data sources (Google Ads, Meta Ads, GA4, Search Console) and creates visual reports automatically updated in real time. What Looker Studio brings you: Data centralization:

All your Paid Media metrics in one place. No more juggling between 5 different platforms. Consolidated view of your overall performance. Real-time dashboards:

Automatic data refresh (no need to wait for my monthly report). 24/7 access from any device. You see exactly what I see. Full customization:

Dashboard tailored to your specific KPIs. Focus on what really matters for your business. Interactive filters (period, campaign, source, device).

Google Ads relies on a huge amount of real-time user signals, combined through artificial intelligence (machine learning & deep learning). These signals make it possible to serve the ad at the right time, to the right person.

Here are the main signals analyzed:

Browsing behavior

• Websites visited

• Recent searches on Google

• Videos watched on YouTube

• Apps used (Android)

• Pages of your site visited (via the tag)

Contextual data

• Time of day

• Day of the week

• Precise geographic location

• Device type (mobile, desktop, tablet)

• Operating system (iOS, Android, etc.)

User profile

• Demographic data (age, gender, language, parental status)

• Inferred interests

• Professional situation or education level (estimated by Google)

🔁 Past interactions

• Clicks on similar ads

• Actions on your site (add to cart, form, purchase…)

• Conversion history

• Data imported from your CRM (with consent)

Predictive signals generated by AI

• Detected purchase intent

• Predictable engagement level

• Probability of conversion or churn

• Membership in predictive segments (e.g. "Active buyers")

Google doesn't rely on a single signal: it cross-references all these elements in real time to adapt the bid, the ad and the delivery to each user, in a logic of automatic optimization.

Meta (Facebook & Instagram) relies on a huge amount of behavioral, social and contextual data to serve your ads to the people most likely to interact or convert.

Here are the main signals analyzed by its algorithm:

Activity on the platform

• Pages liked and followed

• Types of posts liked, commented or shared

• Groups joined

• Videos watched (duration, topic, format)

• Ads clicked or ignored

Off-platform behavior (via Pixel/API)

• Visits to your website or app

• Add-to-carts, purchases, forms filled

• Page views, session duration, visit frequency

• Multi-device connections (cross-device)

Contextual signals

• Geographic location

• Time of day / day of the week

• Device type (mobile, desktop)

• Connection speed / Wi-Fi usage

Intent signals & machine learning

• Purchase intent detected from similar behaviors

• Predictive engagement (probability of interacting or buying)

• Membership in dynamic segments (e.g. "Fashion lovers" or "Frequent travelers")

• Data cross-referenced with Instagram, WhatsApp and Messenger

Interactions with your brand

• Engagement rate on your previous ads

• Conversion history on your site

• Response to remarketing campaigns

• Integration of your CRM base (Custom Audiences)

Machine Learning (ML) is an artificial intelligence technology that allows algorithms to learn and improve automatically from your data.

Simple definition:

ML analyzes millions of signals in real time to make better advertising decisions than a human could manually. It continuously learns from your results to optimize your campaigns.

How ML works in Google Ads:

Multi-signal analysis:

ML simultaneously examines hundreds of signals for each user: device used (mobile, desktop, tablet), precise geographic location, time and day of the week, browser and operating system, browsing history, behavior on your site.

Continuous learning:

The more conversion data your campaigns collect, the more precise ML becomes. It identifies the patterns of who converts and when. It automatically adjusts its strategy based on the results.

Google Tag Manager (GTM) is a tag manager that makes tracking easier without modifying your website's code.

Simple definition:

GTM is a container that centralizes all your tracking tags (Google Ads, Meta Pixel, GA4). One single installation on your site, then everything is managed through the interface.

Why it's essential:

Adding tags without a developer. Quick tracking changes. Preview-mode testing before publishing. Autonomy for marketing.

What I set up in GTM:

Conversion tracking (purchases, leads, sign-ups). Custom events (clicks, scrolling, videos). Ad pixels (Google Ads, Meta, LinkedIn).

To appear on Google Maps as a sponsored result, you need to use Google Ads with the right local setup. You just have to:

• Create or claim your Google Business Profile (formerly Google My Business)

• Connect it to your Google Ads account

• Link your location extension in your ad campaigns

• Target local keywords or searches related to your geographic area

Once set up, your business can appear at the top of the results on Google Maps with the "Ad" label, which strongly increases your local visibility.

Search intent: technical validation, troubleshooting

Verifying your conversion tracking is crucial to avoid optimizing on incorrect data.

Quick verification methods:

Method 1: Full manual test

Open your site in private browsing. Click on one of your Google Ads or Meta Ads. Perform the conversion action (form, test purchase). Check in Google Ads / Meta Ads that the conversion is counted (delay: 2-24h).

Method 2: Google Tag Assistant

Install the "Google Tag Assistant" Chrome extension. Browse your site. Check that the tags fire at the right moment. Especially on the post-conversion confirmation page.

Method 3: GTM Preview mode (if you use GTM)

Open Google Tag Manager. Enable "Preview" mode. Browse your site and perform a conversion. Check in the "Preview" tab that the conversion tag fires.

Method 4: Conversion reports in the platforms

Google Ads: Tools > Conversions > check that recent conversions appear. Meta Ads: Events Manager > Test Events > check events in real time.

Signs your tracking is broken: 🚨

No conversions recorded even though you have sales/leads

🚨 Number of conversions ≠ actual number in your CRM/order system

🚨 Sudden drop in conversions without any campaign change

🚨 "Tag not fired" message in Google Tag Assistant

🚨 All conversions have the same value even though the amounts vary

Consent Mode V2 is an update to Google's consent management system. It helps better respect user privacy in Europe (GDPR) by making sure Google tags (like Google Ads or Google Analytics) only fire if the user has agreed to the use of advertising and analytics cookies.

With V2, Google requires consent management platforms (CMPs) to be certified and to send two new consent signals: ad_user_data and ad_personalization. Without them, campaigns risk being limited (especially audiences and conversions).

A Google forwarding number is a unique phone number generated by Google Ads that redirects to your real business number. It lets Google Ads measure the calls generated by your ads (call conversions): call source, duration, time.

It's the foundation of call tracking in call assets and call campaigns: nothing changes on your side, the call reaches you as usual.

Search intent: fundamentals, definition adapted to your industry. A conversion is any valuable action you want to measure and optimize in your campaigns. Simple definition:

It's the end goal you set for your ad campaigns. Each conversion represents a concrete, measurable business result. Conversion types depending on your business: E-commerce:

Main conversion: completed purchase (finalized transaction). Micro-conversions: add to cart, checkout start, account creation. Lead generation:

Main conversion: contact form submitted, quote request. Micro-conversions: white paper download, newsletter sign-up, click on the phone number. SaaS / Subscriptions:

Main conversion: free trial sign-up, paid subscription. Micro-conversions: account activation, first use of a key feature. Local services:

Main conversion: phone call, appointment booking. Micro-conversions: directions request, "call" click on mobile. B2B with a long sales cycle:

Main conversion: qualified demo request, sales meeting booked. Micro-conversions: pricing page view, case study download. How to define YOUR conversions: Ask yourself these questions:

Which user action has value for my business? What brings me closer to a sale or revenue? Which action indicates serious interest? Prioritize:

Main conversion = the highest-value action (the one you want to maximize). Secondary conversions = useful intermediate steps to track. Assign a value:

E-commerce: value = transaction amount (dynamic). Lead gen: estimate the average value of a lead that becomes a customer. SaaS: customer lifetime value or first-month value.

Conversions can be attributed differently depending on whether the user clicked on your ad or only saw it. Click-through conversions: Definition:

The user clicked on your ad, then converted within a defined time window (usually 30 days). Example:

A user sees your Google ad → clicks → visits your site → buys 3 days later → conversion attributed to your ad. Default attribution window:

Google Ads: 30 days (customizable 1-90 days). Meta Ads: 7 days after click (customizable 1-28 days). View-through conversions: Definition:

The user saw your ad but did NOT click, then converted within a short time window (usually 1 day). Example:

A user sees your Display ad on YouTube → doesn't click → searches your brand on Google 2 hours later → visits your site directly → buys → view-through conversion. Default attribution window:

Google Ads Display/YouTube: 1 day (customizable). Meta Ads: 1 day after view (customizable). Why this distinction matters: Impact on attribution:

If you count EVERYTHING (clicks + views), you overestimate the impact of your campaigns. If you count ONLY clicks, you underestimate it (especially for Display/Video campaigns). Impact on optimization:

Google's Smart Bidding can include view-through conversions. It can optimize for impressions rather than actual clicks. Risk of overestimating the performance of Display campaigns.

Search intent: optimal setup, technical understanding. The attribution window defines how long after a click or an impression a conversion can still be attributed to your ad. Simple definition:

It's the maximum delay between the interaction with your ad (click or view) and the conversion for it to be counted. Concrete example:

7-day window: a user clicks on the ad on Monday → buys on Wednesday = conversion counted. A user clicks on Monday → buys the following Monday (8 days) = conversion NOT counted. Available options: Google Ads (click-through conversions):

1 day, 7 days, 30 days (default), 60 days, 90 days. Google Ads (view-through conversions):

1 day (default), 7 days, 14 days, 30 days. Meta Ads:

1 day, 7 days (default), 28 days after click. 1 day after view.

Enhanced Conversions improve tracking accuracy by securely sending hashed customer data (email, phone) to Google. Simple definition:

When a user converts on your site, Google receives their email/phone (hashed and anonymized). Google can then better attribute that conversion even when cookies are blocked. Why it has become important: Growing cookie limitations:

iOS 14+ blocks Safari tracking. Firefox and Brave block third-party cookies. Ad blockers are increasingly used. You lose 20-40% of traditionally tracked conversions. Enhanced Conversions compensate:

Recover 5-15% of lost conversions. Improve Smart Bidding accuracy (more data = better ML). Complement cookie-based tracking.

Google Analytics vs Google Tag Manager: which one should you use to track conversions? Advantages of GA4

• Full analysis of the user journey (events, conversions, traffic sources…)

• Cross-device and cross-platform tracking (app + website)

• Custom reports and predictive analysis with AI

• Event-based model, more flexible than Universal Analytics. Advantages of Google Tag Manager

• No dependency on a developer: you set up the tags yourself

• Versioning and the ability to test changes before publishing

• Centralization: GA4, Meta, LinkedIn, everything can go through GTM

• Powerful triggers: you choose when and where a tag fires (click, scroll, form…)

In GA4, everything is an event. A conversion event is an event marked as particularly important for your business. Simple definition:

GA4 automatically records dozens of events (page_view, scroll, click, etc.). You decide which ones are "conversions" by marking them manually. GA4 vs the old Google Analytics: Universal Analytics (old):

Goals configured in the interface. Predefined types (destination, duration, pages/session, event). GA4 (new):

Everything is an event. You create custom events. You mark them as a "conversion" in one click. GA4 event types: Automatic events (collected by default):

page_view, scroll, click, file_download, video_start, session_start. No configuration needed. Enhanced measurement events (optional):

Scroll (90% of the page), outbound clicks, site searches, video engagement. Enabled/disabled in the GA4 settings. Recommended events (to configure):

purchase, add_to_cart, begin_checkout, generate_lead, sign_up. Names standardized by Google (following the recommended naming is best practice). Custom events (created by you):

Anything specific to your business. E.g. "demo_requested", "quote_downloaded", "tool_used".