Launching and managing your Google Ads and Meta Ads campaigns
From auditing to monthly optimization: how I set up a campaign, how I set the initial budget and how I improve it month after month.
Callback within 24 hours, no obligation. Or Write to me on WhatsApp.
A three-step implementation
Each theme has its own approaches, but the framework remains the same: you know in advance what will be done, and in what order.
- 1
Frame your target
B2C or B2B, product or service, area, desired profile: your criteria become the rules of the campaign and the form.
- 2
Put everything in place
Branded landing page, form linked to your CRM or Google Sheets, two advertising channels and conversion tracking.
- 3
Drive by quality
Your feedback guides the campaigns: we cut what doesn't convert, we test new ads, and you receive the report.
Channels to choose from: Google Ads, Meta Ads (Facebook and Instagram), Microsoft Advertising, LinkedIn Ads.
In addition: Taboola native advertising, pre-roll video, SEO, email marketing and, currently being renovated, the Kelvin energy simulator.
Creating campaigns and ads
The initial setup determines the success of campaigns and their optimization potential. The more I segment and personalize approaches, the more I can tailor targeting and improve performance.
Audience analysis and conversion tracking
Depending on your business and products, I conduct a semantic analysis and a persona analysis of your target audience. I then create ad sets and meta visuals, as well as Google Ads ad groups.
Everything is configured with conversion tracking. Without it, the tool works blindly, and so does the service provider.
On Meta: putting the variants in competition
I compare several titles, descriptions, and visuals using dynamic ads, then I analyze the combinations with the distribution filter. I also consult the Meta advertising library to observe the market.
Example in heat pump: the title "Special Isère" obtained a slightly better cost per acquisition than "Free online application", with individualization by department.
On Google Ads: responsive ads and ad groups
Responsive ads combine headlines and descriptions, and the {Keyword:} syntax uses the searched keyword to improve click-through rate.
Each group of ads remains consistent with its keywords. For CPF training: one group focuses on general queries (eligibility test), and another on exact match queries (CPF Excel training). The results are viewed separately.
How to determine your advertising budget
There is no perfect rule: everything depends on the results at the time. Three factors come into play.
1. Your budget
With 400 € per month or with 10 000 €, The strategy is not the same: with 10 000 €, I can add Bing, native advertising, or other levers.
2. Natural optimization
Each lever has its own algorithm, hence the choice of a bidding strategy. This phase culminates after 2 to 4 weeks, and campaigns can still improve after 6 months.
3. The evolution of the campaign
A campaign that quickly generates leads and data can be optimized more quickly. The budget can then increase or stabilize.
Example of increasing daily budget in steps of 30 to 50 %, every 3 or 4 days.
The more volume you want, the higher the cost per lead for the same environment. Some clients are very satisfied with €30 per day: the cost per acquisition is not linear with the budget. My fees are detailed on the page prices, excluding advertising budget.
What happens after the launch
Even a perfectly configured campaign isn't optimal from day one. No service provider can predict your future results: to achieve long-term stability and cost-effectiveness, it needs ongoing maintenance.
- LaunchStarting budget, active conversion tracking
- Every 3 or 4 daysBudget adjusted in stages, based on feedback
- 2 to 4 weeksEnd of the algorithm learning phase
- A few weeksNew visuals, before the audience gets saturated
- Each monthOptimization and reporting of results
Monthly optimization, in practice
Adjusting bids and ad packages
Example on Google Ads, for an emergency intervention by call (searching for a glazier): the acquisition cost was too high on computer, because customers call from their mobile.
I do the same everywhere possible: zones, calendar, days, audience affinities. On Meta, I isolate the best titles, descriptions, and images.
Repetition rate, a false friend
Over time, your ads are seen and reviewed by the same audience. Too much repetition saturates the message and lowers performance. A few weeks is enough, then I redesign the visuals.
A minimum of repetition is still necessary to take action: I find the right balance with the click-through rate, the cost of acquisition and the quality of the ads.
Exclude leads already acquired
I exclude visitors who have already shown interest but rarely return. It's better to reach new people, or use retargeting with a personalized message.
Retargeting makes sense in specific cases, but it costs more: someone who has already clicked is less likely to click again.
Too much segmentation kills segmentation.
A small budget spread too thinly doesn't generate enough data to draw conclusions. An environment is needed where the results remain easily understandable.
Illustrative example of cost per lead for a swimming pool seller in Lyon.
Reporting and results
At a time that suits you, you will receive an analytical report: major operations carried out, acquisition costs and performance by ad group or by segmentation.
Examples of campaigns and pages can be seen on the page achievements.
Ranked #1 marketing consultant on Codeur.com in 2025
Codeur.com is the French platform for freelancers. I topped the Marketing Consultant ranking there, with 11,067 points as of November 8, 2025. In November 2026, I was 2nd in this ranking and 61st out of 413,000 in the overall ranking. See the updated rankings.
- Google Partner and Microsoft Advertising Partner
- 4.7/5 on Google, 25 public reviews
- Over 700 projects since 2012
- A single point of contact, without intermediaries
- Exclusive leads, accounts in your name
- Response within 24 hours, no obligation
Receive your free audit
Estimated cost and volume for your area. I'll call you back within 24 hours.
- Free and without obligation
- Separate fees and advertising budget
- Direct exchange with Anthony Ménard