Digital Marketing
A complete, independent audit of both your Google Ads and Meta (Facebook & Instagram) accounts to reveal wasted budget, missed opportunities and the levers that actually move performance. You leave with a prioritized action plan, actionable right away.
I'm Théo Maupilé, a freelance Paid Media specialist (Google Ads & Meta Ads) based in Barcelona, trained in a Top 5 global advertising group. This audit is a one-off diagnostic, not ongoing management : I analyze the structure, tracking, budget and creatives across BOTH your Google Ads and Meta (Facebook & Instagram) accounts, then hand you a written action plan prioritized by impact. No changes are made to your accounts, and there is no management commitment afterwards. Each audit is quoted per project, after an initial call.
See My Account Clearly
Who I am
I'm your growth partner. You work with the person who manages your bids, and who sees your marketing channels as one whole, connected to your landing page, your positioning, your offer and the innovation in your market. Together, we build an acquisition system made to last.
Five years of Paid Media, including one year at Mediabrands, a media group in the global top 5, and more than 100 companies supported. Now freelance, working directly with my clients.
Client reviews
Reviews published on Malt and LinkedIn, with the company logo: you can trace every one back to its source.
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
Career
Three steps, one specialty: online advertising managed for profitability.
Before 2021 – 2023
Google Ads specialist, official Google project
Trained on Google’s official best practices and on Google Ads betas, I managed campaigns for 40 companies and marketing agencies in the French-speaking market.
Then 2023 – 2024
Paid Media expert for Google Ads and Amazon Ads, a global top 5 media group
Over €400,000 in annual budget managed for luxury, automotive and e-commerce brands.
Today since 2023
Growth partner, working directly with my clients
More than 100 companies supported, budgets from €750 to over €100,000 per month, 61 five-star reviews on Malt and LinkedIn.
Growth partner
A campaign works at its best when everything around it works with it. These are the six areas I work on with my clients.
Every market follows the innovation adoption curve: a few pioneers, then the early adopters, then the majority. Each group buys for a different reason: the first ones want a head start, the majority wants proof.
My role: I place your customer on this curve, then compare your offer with what your market already provides. Together, we turn your difference into a message that speaks to the right part of the curve.
Algorithms learn like a student: with the right answer key, they improve fast. That answer key is your conversion data.
My role: I make your tracking reliable and send your real sales back to the ad platforms. I recommend starting here, because every other lever builds on it.
Behind every click there is a human being, with emotions and mental shortcuts. Many of our choices come from intuition, and reason comes afterwards to justify them.
My role: I start from your customer's buying psychology: what reassures them and what makes them act. I use proven mechanisms, such as social proof or the way an offer is framed, in your ads and on your page.
The click is bought, the page converts. Your page is a salesperson talking to all your visitors at once: every friction you remove makes your whole budget more profitable.
My role: I rank the friction points on the page that receives the click by what they cost. My recommendation starts with the first one to fix, the one that pays back fastest.
Advertising and AI tools change every month. Well chosen, they save hours and give you an early edge in your market.
My role: I explore for you. I test new features as soon as they ship, and your campaigns adopt the ones that have proven themselves. You get the right choice, with the reason behind it.
A good decision made once gives one result. Turned into a system, it runs every month and improves each time, like compound interest.
My role: I turn what works into a repeatable routine, with automated checks and regular reports. Your growth then rests on a method.
Pick a lever to see how I work on it.
The audit reviews the architecture of both accounts: Google campaigns, ad groups and match types; Meta campaigns, ad sets and audiences (broad prospecting, retargeting, lookalikes, exclusions). The goal is to spot what fragments budget and what deserves more investment.
A full check of your measurement on both platforms: Google Ads conversions, GA4, GTM and consent mode on one side; Meta Pixel, Conversions API (CAPI) and event deduplication on the other. Are your campaigns optimizing on reliable data, or in the dark? The audit proves it, or fixes it.
Analysis of budget allocation across platforms, campaigns and funnel stages: Google bidding strategies (tCPA, tROAS, Maximize conversions) and Meta learning phase, prospecting vs retargeting split. Where the money goes, what it returns, and where to reallocate first.
Review of Meta creatives (visuals, videos, hooks, angles), Google RSAs and extensions, and the consistency between ad, keyword/audience and destination page. On Meta the creative is the targeting; on Google it drives your Quality Score, your CPC and your conversion rate.
Scope
Six axes reviewed across both platforms, from the conversion signal to the landing page.
Google campaign architecture (Search, Performance Max, Shopping, Display) and Meta campaign / ad-set structure, alignment of objectives with the funnel, internal overlaps and duplicates. A clean structure is the condition for effective steering on both platforms.
Google Ads conversions, GA4, GTM and consent mode; Meta Pixel, Conversions API and event deduplication. We verify the algorithm optimizes on reliable signals, not noise: without it, every other decision is skewed. This is the first thing checked.
Keyword coverage, match types, and above all the search terms actually triggered: this is where wasted budget and off-target queries hide, for lack of solid negatives and exclusions.
Broad and Advantage+ prospecting, custom audiences (visitors, cart, engaged, email list), lookalikes and exclusions. We hunt for over-segmentation and already-acquired customers you keep paying to reach.
Budget split across platforms and campaigns, Google bidding strategies (tCPA, tROAS, Maximize conversions), Meta learning phase and prospecting / retargeting balance. Where the money goes, what it returns, and how to reallocate toward what performs.
Meta creative variety, rotation and fatigue by angle and format; Google RSA density and extensions; and the consistency between the ad, the audience/keyword and the destination page. A paid click landing on a slow or off-topic page is wasted budget.
To reveal
What I most often find when auditing Google Ads and Meta accounts, and what it actually costs.
On Google: mis-configured conversions, duplicates, missing consent mode. On Meta: a Pixel alone without a well-deduplicated Conversions API. Either way the algorithm optimizes on degraded signals and budget goes to the wrong place. It is the most serious problem, because it skews every other decision.
On Google, broad match without close monitoring of search terms or a solid negative list burns budget on queries that will never convert. It is often the fastest saving to activate right after the audit.
A PMax launched without brand exclusions, a clean product feed or audience signals often captures already-acquired brand traffic and inflates a misleading ROAS. Without guardrails, it optimizes for itself, not for you.
Running the same creative for too long tires the audience: costs climb, engagement drops. On Meta the creative is the targeting; without regular rotation of angles and formats, performance erodes mechanically.
Splitting the budget across tiny audiences means none collects enough conversions to exit the learning phase, and audiences overlap internally. Often, fewer and broader ad sets perform better.
Changing bids or budgets every day, cutting campaigns or creatives too early: automated strategies and the Meta learning phase never get time to stabilize. Constant tinkering stops the accounts from finding their rhythm.
Try it yourself
My full audit checklist runs 187 checks. Here are 28 of them, the ones that catch most problems. Tick as you read : your browser remembers where you left off.
The trap : without a written direction, the account runs on gut feeling, and every change of mind restarts the learning phase.
The trap : negative keyword lists that exist in the account but are not applied to anything.
The trap : this is the category that rules the others. If the input data is wrong, everything you check next optimizes noise.
The trap : sharp budget swings. Beyond +10 to 20% per week, you restart the learning phase and pay for it in performance.
The trap : Google hides roughly 40% of real search terms. Waiting to see bad queries is not enough : exclude by business logic, upfront.
The trap : spending acquisition budget on people who are already customers.
How it works
A simple, structured process is what produces a reliable diagnosis.
You give me read access to your Google Ads account (and GA4 / GTM) and to your Meta Business Manager (ad account, Pixel, product catalogue). I extract the performance history, the account structure and the tracking configuration. Nothing is changed on your campaigns.
I review every lever by hand on both platforms: structure, tracking (Google conversions + GA4 + Meta Pixel/CAPI), keywords and search terms, audiences, budget and bidding, creatives and ads, and post-click consistency. I isolate what holds performance back and where budget leaks.
You receive a detailed written diagnosis and an action plan ranked by impact and ease of implementation, from a creative quick win to a structural project. We go through it together so you leave with decisions, not just a report.
By your side for the duration of the audit, with a document you keep and use afterwards.
See My Account ClearlyFAQ
Everything businesses ask me before commissioning a Paid Media audit of their Google Ads and Meta accounts.
It is a complete, independent diagnostic of both your Google Ads and your Meta (Facebook & Instagram) accounts: structure, tracking, budget and bidding, keywords and audiences, creatives and ads, and post-click consistency. The goal is to identify what works, what holds your performance back and where budget is wasted on each platform, then translate it into a concrete, prioritized action plan. It is a one-off diagnostic, not ongoing management.
For businesses, freelancers and marketing teams who already run campaigns on Google Ads, on Meta, or on both, and want an expert eye to fix, validate or level up their accounts while keeping control of how they are run.
Yes. It can focus on one platform or both. Each channel is analyzed on its own specifics: Google (structure, keywords and search terms, bidding, RSAs, Quality Score) and Meta (audiences, creatives and angles, Pixel + Conversions API), always with a global, consistent performance view.
Read access is enough: your Google Ads account (and ideally GA4 and GTM to check the tracking), and your Meta Business Manager (ad account, Pixel, and product catalogue if you run e-commerce). I need no editing rights. The audit is done entirely without touching your campaigns.
Depending on the size and complexity of the accounts and the scope covered, the audit usually takes a few days. You receive a detailed written diagnosis, backed by concrete examples and prioritized recommendations, followed by a debrief.
The audit is a one-off diagnostic: it photographs your accounts at a moment in time and hands you a prioritized action plan, with no commitment to continue. Management is a continuous engagement where I steer, optimize and evolve your campaigns month after month. Many clients start with an audit, then decide whether they want ongoing support.
Yes. Every point raised comes with a clear recommendation, ranked by impact and ease of implementation. You leave with a roadmap you can act on directly, whether you implement it yourself or hand the follow-up to me.
A full audit every 6 to 12 months is recommended. The higher the budget invested or the faster your goals evolve, the more useful it is to regularly review structure, tracking and performance across both platforms to stay aligned with your business priorities.
That’s the right time for it. The audit reviews both accounts by hand: structure, tracking (Google conversions, GA4, Meta Pixel and Conversions API), search terms, audiences, budget and bidding, creatives and post-click consistency. You get a written diagnosis and a prioritized action plan, whichever provider you choose next. Read access is enough, and nothing is changed on your campaigns.
The usual causes are creative fatigue, a learning phase restarted by edits made too often, over-segmented audiences, and tracking that loses or double-counts conversions. The audit checks each of them on your account, starting with the Pixel, the Conversions API and event deduplication, and tells you which one is at work.
The Paid Media audit covers both platforms, each on its own specifics: structure, keywords, search terms, bidding and RSAs on Google; audiences, creatives, Pixel and Conversions API on Meta. It takes a few days depending on the size of the accounts, and ends with a debrief so you leave with decisions you can act on.
Each platform claims its own conversions, so reading them one by one can hide the real picture. The audit looks at how your budget is split across platforms, campaigns and funnel stages, what each part returns, and where to reallocate first.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
Answer 7 quick questions and let’s plan a 20-minute call, no strings attached.
