Skip to content
Strasbourg · All over Europe evren@websy.agency
Start a project
03 · Service 03 · Google Ads · SEA

Google Ads — SEA

Performance Max Feed-Only, Search, Shopping, feed management on Google Merchant Center, audience signals, conversion tracking, monthly optimisation.

Let's talk All services
03 types
Search · PMax · Shopping
13
PMax deliverables
90j
Optimisation plan
Feed-Only
PMax specialism
The problem

Where things usually get stuck.

  • You spend EUR 2-15K/month on Google Ads without knowing which campaign actually drives revenue.
  • Performance Max is a black box: 60 to 80 percent of budget leaks to YouTube/Display when you want Shopping.
  • Your conversions are off — GA4 and Google Ads show 20-40 percent gaps, your enhanced conversions aren't set up.
  • Your Merchant Center feed has 200+ errors and warnings: 30 percent of your catalogue never serves.
  • Your current agency talks about "branding" and "visibility" — but can't tell you what each ad group brings in.
My solution

The approach I bring you.

  • A 4-step loop — Setup, Measurement, Analysis, Optimisation — run every week. Every decision logged in a shared Google Sheet.
  • Feed-Only PMax speciality: pure Shopping + Search, zero YouTube/Display, +60-80 percent ROAS observed vs classic PMax across the 13 Trappe accounts.
  • Strict catalogue segmentation into 3 buckets — Heroes (10-20 percent of SKUs that do 60-80 percent of revenue), Mid, Starved — each with its own budget and tROAS.
  • Bulletproof conversion tracking: GA4 + GTM + Google Ads + enhanced conversions + server-side CAPI via Stape. EMQ validation 8/10 in 5 days.
  • Proprietary 12-criteria scoring model to audit any PMax campaign in 30 minutes — delivered as a written report after the one-off audit.
How it unfolds

Four steps, documented.

No black box: every phase has a concrete deliverable and a time window agreed up front. You know exactly where we stand, at any moment.

01 Audit

Audit compte & tracking

Full read of the account, conversions, audiences and Merchant feed. We find where the waste is before touching the bids.

02 Plan

Campaign strategy

Architecture Search + PMax Feed-Only + Shopping, segmentation Heroes/Mid/Starved, signaux d'audience et budgets ciblés.

03 Build

Setup & launch

GA4 + GTM + enhanced conversions tracking, cleaned feed, structured campaigns, listing groups, monitoring scripts.

04 Iterate

Weekly optimisation

Bilan hebdo, arbitrage budget, tests créa, exclusions, montée en charge progressive. Plan d'optimisation sur 90 jours documenté.

In concrete terms

What you get, line by line.

01 Full audit of your existing account: campaign structure, tracking, audiences, feed, ad quality, 12-criteria PMax scoring
02 Costed roadmap of priority actions (impact x effort) — you know what moves the needle from week one
03 Account architecture rebuild: brand Search, non-brand Search, Feed-Only PMax, classic PMax with assets, Demand Gen where it pays
04 Google Merchant Center setup and clean-up: primary feeds + supplementary feeds, GTIN, custom attributes, unprofitable product exclusion
05 Heroes / Mid / Starved listing-group segmentation with budget split and tROAS per bucket
06 Bidding strategy matched to maturity: Maximize Conversion Value for 2-3 weeks then transition to Target ROAS at -15 percent of observed natural ROAS
07 Audience signals built on Customer Match + dynamic remarketing + in-market audiences filtered by age/zone
08 Full conversion tracking: GA4 + GTM + Google Ads tags with consent mode v2, enhanced conversions on, server-side CAPI via Stape or WordPress container
09 Offline conversion import for B2B lead-gen: phone-call conversions + qualified lead + signed contract from HubSpot/Pipedrive
10 Systematic A/B Search ad rotation: 4 variations per ad group, strategic headline pinning, weekly search-term exclusions
11 Weekly reporting: 5-min Loom + Looker Studio dashboard + Slack message — you know what moved and why without opening Google Ads
12 Monthly review with prioritised actions: what we cut, what we scale, what we test next month
13 One-off flat-rate audit (alternative format): written report + scoring + roadmap, delivered in 7 business days, no long-term commitment
Tools & technology

The toolkit I use day in, day out.

Google Ads Google Merchant Center Google Ads Scripts Google Tag Manager GA4 Looker Studio Stape (server-side CAPI) PixelYourSite Pro BigQuery Google Sheets Optmyzr Loom Performance Max Insights Brand Lift Studies
Google Ads specialities

Trois levers complémentaires.

What's actually under the bonnet. Each column is a working sub-system, not a marketing line.

01 Capability

Performance Max Feed-Only

  • Modèle pure Shopping — pas d'assets parasites qui polluent l'algorithme.
  • Segmentation Heroes / Mid / Starved sur tout le catalogue.
  • Listing groups, filtres feed, exclusions produit pilotées à la marge.
12 critères scoring PMax propriétaire
02 Capability

Bulletproof Search & tracking

  • Architecture SKAG simplifiée ou thèmes Smart Bidding selon la maturité.
  • GA4 + GTM + Google Ads + enhanced conversions, déduplication systématique.
  • Import conversions hors ligne pour le lead-gen — CRM, ventes téléphoniques.
Enhanced conversions activées sur 100 % des comptes
03 Capability

Merchant Center & feed

  • Nettoyage des erreurs et avertissements bloquants en priorité absolue.
  • Feed supplémentaire pour titres, GTIN, custom labels et availability.
  • Surveillance hebdo de la disapproval et des prix scrappés concurrents.
Feeds + GMC audit mensuel inclus
Why me

What sets me apart in concrete terms.

01

Feed-Only PMax expertise — Validated on 13 Trappe accounts across 5 countries and 5 languages — a model still rare in the French-speaking market.

02

Proprietary 12-criteria scoring — Used to assess any PMax account in 30 minutes, shared with the client in full transparency.

03

Multi-country, multi-account operations — Documented monitoring cadence and a failure-mode runbook for when something goes sideways on a Saturday night.

04

<strong>Cadence et reporting documentés</strong> — Loom hebdomadaire de 5 min, tableau Looker Studio, Slack en continu. Pas de réunion de 1h pour vous dire ce qui tient sur 3 bullet points.

The real questions

What founders tell me ask me before you sign.

Not the generic "why choose us" FAQ — the real questions about budget, timeline and scope you're asking yourself at 10pm.

A more specific question?
  • What's the minimum Google Ads budget to get started?

    For e-commerce, plan on €1,500 to €3,000 in monthly media spend to get usable signals on PMax. For B2B lead-gen, you can start at €1,000. Below those thresholds the algorithm doesn't learn and your decisions are basically coin flips.

  • Performance Max or classic Search?

    Both, properly structured. PMax Feed-Only for Shopping, classic Search for brand queries and the top transactional keywords you want to control manually. All-PMax loses you control; all-Search misses the Shopping upside.

  • Do you also do one-off audits?

    Yes — one-off audit on an existing account with a written report, scoring across 12 criteria and a prioritised action roadmap. Fixed-price, delivered within 7 working days. Ideal if you want a second opinion before changing agency.

Let's start

Ready to take action on google ads — sea?

Let's discuss your project
Next service
Meta Ads — Social Advertising
Expertise & service areas

Digital marketing, e-commerce, local SEO & Google Ads — Strasbourg, Grand Est and Europe.

Services digitaux

Expertises spécialisées

Strasbourg & Grand Est

Europe & multilingue