SEA, Google Ads
Paid search (SEA, Google Ads): capturing demand that's already searching, at the top of the results, at the right acquisition cost and without wasting budget.
Capture demand, or generate it?
Not all acquisition levers do the same job. Some go and find customers who don’t know you yet, others harvest those already looking for you, others convert and measure. SEA is first and foremost a lever to capture demand.
Generate demand
Create interest where it doesn't exist yet: you go and find the customer.
Capture demand
Harvest the intent already searching: the customer looks for you.
What I run in SEA
SEA is the lever of immediate demand: it puts you in front of people already searching for your type of solution. I scope the budget and goals, then orchestrate senior paid experts from my network. The approach starts with a pre-audit, continues with an activation phase, then enters a cycle of continuous improvement.
The pre-audit
Before spending a single euro intelligently, you have to understand the situation. The pre-audit estimates the achievable cost per lead, assesses the landing pages' conversion rate and identifies the best-performing messages. We analyse the account structure, the quality of the tracking (conversion measurement) and the relevance of the keywords.
The campaign structuring
Campaigns are organised by intent, to serve the right message at the right time: generic market queries, services offered, business use cases, competitor queries. We separate hot intents, close to purchase, from earlier-stage ones, and allocate budget accordingly.
Tracking, the foundation of everything
Without reliable measurement, optimisation is blind. I ensure operational conversion tracking, with a clear distinction between a simple contact, a marketing-qualified lead (MQL) and a sales-validated lead (SQL). That's what lets you steer on real indicators like cost per lead and cost per SQL.
Activation and optimisation
We first launch campaigns on high-intent queries, then steer in short cycles: we test messages and promises, cut what doesn't work, amplify what performs, reallocate budget. The following weeks serve to refine performance and drive down the acquisition cost.
What you get
- A costed pre-audit and recommendations.
- Structured campaigns and ad content (ads, landing pages).
- Unified tracking and a performance dashboard.
- Reporting with monthly and quarterly reviews.
It's for you if…
It's for you if you need fast, measurable results, for example to validate a market, prepare a fundraise or support a launch. It's also for you if you already spend on Google but your cost per lead is drifting or your measurement is uncertain. You want to capture immediate demand while keeping control of your budget.
I never treat SEA as an isolated channel. I run it within your go-to-market strategy: we look at how it connects with your message, your targets and your other levers, so it truly serves your growth and not a vanity metric.
We start from your context and priorities, define what will have the most impact, and put in place what's needed. Everything stays consistent with your overall sales strategy, because that's what counts.
Who does what
- Framing. I start from your go-to-market: whether this channel makes sense for you, now, and what exactly you expect from it. Sometimes the answer is that it does not.
- Introduction. I point you to someone from my network whose work I know, with a written brief rather than just an address.
- Execution. The expert delivers. I stay reachable whenever a decision touches your message, your targets or your pricing.
- Check. We look at whether what comes out actually serves your sales, not an isolated metric. If it does not work, I say so.
SEA in your GTM strategy.
Tell me where you stand. We look together at how to weave it into your go-to-market, and what it can do for your growth.