Google Ads that generate leads,
not just clicks.
Most SME Google Ads accounts waste 40–60% of their budget on irrelevant searches, poor bid strategies and landing pages that don't convert. We fix that — and build campaigns where every euro is accountable.
Paid search: capture demand at the moment of intent.
Running Google Ads profitably requires more than a budget and a login. Account structure, keyword strategy, match types, Quality Score, bidding algorithms and landing page experience all interact — and getting any one of them wrong quietly drains your return.
Wasted spend on broad match: Default keyword settings send your ads to searches that will never convert — costing you per click with no return.
Rising cost-per-click: Without a negative keyword strategy, you compete against irrelevant queries and drive CPCs up across the whole account.
No reliable reporting: Conversion tracking misconfigured or absent — making it impossible to know which campaigns are profitable.
Traffic that doesn't convert: Clicks land on a generic homepage rather than a dedicated, optimised landing page — and leave without acting.
Search, Shopping and Performance Max —
matched to your objective.
Search Campaigns
Keyword-targeted ads that appear when prospects search for your product or service. Tightly themed ad groups, precise match types, continuous negative keyword expansion.
Performance Max
AI-driven campaigns across all Google inventory — Search, Display, YouTube, Shopping, Gmail. Best deployed alongside Search for SMEs with defined conversion goals.
Shopping Ads
Product listings at the top of results. Feed optimisation, competitive bidding and structured product groupings that maximise return on ad spend.
Everything needed to run and win on Google.
From wasted budget to profitable campaigns
in under two weeks.
Free account audit
We review your live account, identify waste and show you exactly what we'd change — before any commitment.
Strategy & proposal
Campaign structure, keyword plan, budget scenarios and projected CPL or ROAS — delivered in 48 hours.
Build & launch
Full account build, tracking verified, campaigns live within 5 working days.
Weekly optimisation
Bids, negatives, ad copy and audiences reviewed weekly. Full report delivered monthly.
Questions SMEs ask about Google Ads management.
What is the minimum Google Ads budget for an SME?
We work from €1,000/month ad spend. Below that, data volume is too low to train bidding algorithms effectively. We model realistic CPL projections for your specific market before recommending a budget.
How long before Google Ads campaigns are profitable?
Most campaigns show meaningful data within 4 weeks. Smart bidding needs 30–60 days of conversion data to exit the learning phase. We set honest expectations — and hit them.
We already run Google Ads internally — can you audit them?
Yes. This is our most common starting point. We audit the existing account, identify structural and bidding issues, and come back with a ranked action plan before proposing anything else.
Do we keep ownership of the Google Ads account?
Always. Your account stays in your name. We manage it — you own it. No data is ever moved to an agency-owned account. Access can be revoked by you at any time.
Find out exactly where your
Google Ads budget is going.
Book a free 30-minute account audit. We'll review your campaigns live and show you the three biggest changes we'd make — whether we work together or not.
Book my free account auditNo commitment · No pitch · jbernard@ursayconsulting.com
Paid social that builds pipelines,
not just follower counts.
Google captures people already searching. Paid social reaches the right audience before they go looking — putting your offer in front of decision-makers at every stage of the buying cycle, on the platforms where they spend their time.
The right platform depends on
who you're trying to reach.
| Platform | Best for | Typical CPC (France) | Min. budget/mo |
|---|---|---|---|
| Meta (FB + IG) | B2C awareness, B2B top-of-funnel, retargeting | €0.40–€1.50 | €1,500 |
| B2B lead gen, decision-maker targeting | €6–€15 | €2,000 | |
| TikTok | Consumer brands, 18–34 audience, brand awareness | €0.20–€0.80 | €1,000 |
From audience strategy to monthly report.
Questions SMEs ask about paid social advertising.
Meta or LinkedIn — which is right for B2B?
Both, used differently. Meta for broader awareness and retargeting at lower CPCs. LinkedIn for precise decision-maker targeting where cost-per-qualified-lead justifies the higher CPC. We recommend the mix based on your average deal size and sales cycle length.
What is iOS tracking loss and can it be fixed?
Apple's App Tracking Transparency (iOS14+) blocks browser-based pixel tracking for a significant portion of iPhone users. We implement Meta Conversions API (CAPI) — server-side tracking that recovers 20–40% of conversions that would otherwise disappear from your reporting.
Do you produce the ad creatives?
We write all ad copy and provide detailed creative briefs. We don't produce video or static visuals in-house but work closely with your team or a trusted production partner. Strong creative is the single biggest performance lever in paid social.
How long before paid social campaigns are profitable?
Meta campaigns typically need 4–8 weeks of data before the algorithm stabilises. LinkedIn can show lead volume faster due to native lead gen forms. We set realistic expectations per platform before launch.
Which platform is right
for your business?
Book a free 30-minute assessment. We'll identify the right paid social channel mix for your audience, goals and budget — with honest projections on CPL and lead volume.
Book my free platform assessmentNo commitment · No pitch · jbernard@ursayconsulting.com
Your competitors are on page one.
Let's put you there instead.
On Amazon, the top three results capture over 60% of clicks. We manage your Sponsored Products, Brands and Display campaigns to maximise product visibility, defend your brand terms and convert shoppers at the point of purchase — at the ACoS your margins can support.
Amazon Advertising explained for
SMEs and e-commerce brands.
Competitors bidding on your brand: Rival brands running conquest campaigns on your product names, pushing you off your own search results.
Uncontrolled ACoS: Auto-targeting campaigns with no negative keyword management — paying for irrelevant clicks that never convert.
Poor product listings: Ad spend driving traffic to listings with weak titles, missing bullets or low-quality images — traffic that won't convert regardless of bid.
No SKU strategy: Spending evenly across all products instead of prioritising high-margin, high-BSR SKUs with the greatest return potential.
Three ad formats. One coordinated strategy.
Sponsored Products
Keyword and product-targeted ads driving traffic directly to individual listings. The highest-volume format — managed with manual match types, regular negative expansion and bid-by-placement strategy.
Sponsored Brands
Top-of-search banner ads with your logo, headline and up to three products. Used to defend brand terms, build category presence and drive awareness at the top of the funnel.
Sponsored Display
Audience-based ads that reach shoppers who viewed your products but didn't purchase — on Amazon, on partner sites and in apps. Effective for reducing cart abandonment and increasing repeat purchase.
Full Amazon Ads management, SKU by SKU.
From scattered campaigns to a profitable account structure.
Amazon account audit
We review campaigns, search term reports, ACoS by SKU and listing quality to find the highest-impact fixes.
SKU & budget strategy
Products ranked by margin and growth potential. Budget reallocated toward the SKUs with the best return.
Campaign restructure
Manual campaigns built, match types corrected, negative lists seeded from search term data.
Weekly optimisation
Bids adjusted, negatives expanded, new keyword opportunities harvested. Monthly review call.
Questions e-commerce brands ask about Amazon Advertising.
What is ACoS and what should it be for our products?
ACoS (Advertising Cost of Sale) = ad spend ÷ ad revenue. Target ACoS depends on your gross margin. For a product with 40% margin, a breakeven ACoS is 40% — we typically target 10–15% below breakeven to ensure profitability. We model this for each SKU at the start of every engagement.
We already have Sponsored Products running — can you just optimise them?
Yes. We audit your existing campaigns, identify structural issues and wasted spend, and propose a prioritised optimisation plan — before touching anything. Most inherited accounts we audit have 30–50% recoverable waste.
Do you improve our product listings too?
We audit all listings that receive paid traffic and provide specific recommendations for titles, bullets and images. Improving listing conversion rate is often the single highest-leverage change in an Amazon account — ads send traffic, but listings close the sale.
Do you work on Seller Central or Vendor Central?
Both. We work within your existing Seller Central or Vendor Central account with agreed access levels. Your account and its data stay entirely in your ownership.
Find out how much your Amazon account
is leaving on the table.
Book a free audit call. We'll review your Sponsored Products campaigns live and identify your top three revenue recovery opportunities — at no cost and no obligation.
Book my free Amazon auditNo commitment · No pitch · jbernard@ursayconsulting.com
Spending on ads without knowing
what's actually working?
Before increasing your budget, you need to know what's already broken. Our 48-hour paid media audit covers every active channel — account structure, targeting, tracking and creative — and returns a ranked action plan, not a 60-slide report.
More budget applied to a broken account
just loses money faster.
Unaccountable spend: Budget is leaving the account every month, but you can't confidently attribute revenue to specific campaigns or channels.
Fragmented setup: Campaigns built by different people at different times, with inconsistent naming, overlapping audiences and conflicting bid strategies.
Broken or incomplete tracking: Conversion events aren't firing correctly, so your data is unreliable and bidding algorithms are optimising for the wrong signal.
Declining performance: ROAS or lead volume has dropped and you don't know if it's the account, the market or the creative.
Every channel. Every lever.
Every finding with a fix attached.
From account access to written findings
in 48 hours.
Scoping call
30 minutes to understand your goals, channels and the specific symptoms you're experiencing.
Read-only access
We request view-only access to your ad platforms. No changes are made without your explicit approval.
48-hour audit
Full diagnostic across every active channel. Each finding documented with evidence and a specific recommended fix.
Findings delivery
Written action plan delivered. Issues ranked by impact. Presented to your team with a live Q&A session.
Questions SMEs ask about paid media audits.
What does a paid media audit actually include?
A systematic review of account structure, keyword strategy, audience targeting, creative performance, conversion tracking and competitor positioning across all active paid channels. Output: a written action plan with issues ranked by estimated revenue impact and specific recommended fixes.
Is the audit free?
The scoping call is free. The full audit is a paid engagement. If you then move to a managed service with us, the audit fee is credited against your first month's retainer.
Will you make changes to our accounts during the audit?
No. We only require read-only access during the audit phase. Nothing is changed without your explicit approval — every recommended change is presented to you first.
What happens after the audit?
You receive a written action plan you can implement yourself, share with your team, or have us implement as part of a managed engagement. The decision is entirely yours — the audit stands alone.
Stop guessing why your ads
aren't performing.
Book a free scoping call. We'll discuss your current setup and tell you exactly what an audit would cover, what we'd expect to find and what it would cost — before you commit to anything.
Book my free scoping callNo commitment · No pitch · jbernard@ursayconsulting.com
Misconfigured tracking is
costing you more than you think.
If your conversions aren't firing correctly, your bidding algorithms are optimising for the wrong signals. Every euro you spend on ads is less efficient than it should be. We audit and rebuild your measurement layer — GA4, GTM, Meta Pixel and CAPI — so your campaigns can finally perform to their potential.
Having analytics installed and having
analytics that works — are different things.
GA4 misconfigured: Migrated from Universal Analytics but events, conversions and custom dimensions were never set up correctly for your funnel.
GTM tags not firing: Tag Manager was set up once, never audited — leaving gaps, duplicate fires and outdated tags polluting your data.
iOS signal loss on Meta: Browser-based Pixel alone misses 20–40% of conversions post-iOS14 — your reported CPL is lower than your real CPL.
No unified reporting: Data scattered across five platforms with no single source of truth — making decision-making slow and unreliable.
Clean data from every platform you run ads on.
From broken tags to trustworthy data in two weeks.
Tracking audit
We audit every tag, event and conversion across GA4, GTM, Meta and Google Ads. Full gap analysis delivered.
Implementation plan
Prioritised list of fixes, new setups and config changes — reviewed and approved before we touch anything.
Build & QA
All tags deployed, conversion events verified and tested across devices, browsers and user flows.
Dashboard & training
Looker Studio report live and connected. Walkthrough session with your team so data drives decisions.
Questions SMEs ask about GA4, GTM and conversion tracking.
What is GA4 and why do we need it configured properly?
GA4 is Google's current analytics platform, replacing Universal Analytics since July 2023. Unlike UA, GA4 requires deliberate configuration to track conversions correctly. Without proper setup — correct events, conversion goals and custom dimensions — your data does not reflect real user behaviour, and your Google Ads campaigns optimise toward incorrect signals.
We already have GA4 installed. Do we still need this?
Almost certainly. Having GA4 installed and having it configured correctly are different things. Most SME GA4 accounts we audit have missing conversion events, incorrectly set up goals or no custom dimensions — making the data unreliable for optimisation decisions.
What is CAPI and do we need it if we already have the Meta Pixel?
Meta Conversions API (CAPI) sends conversion data from your server directly to Meta, bypassing the iOS tracking restrictions that block browser-based Pixel data for a large portion of iPhone users. If you run Meta Ads, CAPI is not optional — without it, you're missing 20–40% of conversion signals and your algorithm is underperforming as a result.
Which platforms does your Looker Studio dashboard connect?
Our standard dashboard connects Google Ads, Meta Ads, GA4 and LinkedIn Ads into a single view. We can extend to Amazon Advertising, TikTok Ads or any platform with a Looker Studio connector. All data refreshes automatically — no manual export required.
Your ad performance is only as good
as your tracking.
Book a free 30-minute tracking audit. We'll review your GA4 and GTM setup live and show you the most critical gaps — whether we work together or not.
Book my free tracking auditNo commitment · No pitch · jbernard@ursayconsulting.com
Generating leads is only half the job.
Converting them is the other half.
Most SMEs invest in paid media to generate leads — then let those leads go cold because there is no structured process to follow up, educate and convert them. A well-built CRM and nurture sequence can double your close rate without increasing your ad spend.
Your CPA doesn't end at the form submission —
it ends at the signed contract.
Leads go cold: Without a follow-up sequence, most leads forget about your business within 48–72 hours of submitting a form.
No pipeline visibility: You don't know which leads are warm, which are stalled and which have already bought from a competitor.
Manual follow-up: Sales time wasted on outreach that should be automated — and personalised based on where the lead came from.
Paid media disconnected from sales: Leads from Google and Meta arrive in a spreadsheet — not a structured pipeline — losing source attribution in the process.
From scattered contacts to
a pipeline that closes deals.
CRM setup & structure
Pipeline stages, deal properties, lead scoring and contact segmentation built around your actual sales process — not a generic template.
Lead nurture sequences
3–6 automated email flows written, configured and tested. Triggered by lead source, behaviour or stage — moving prospects toward a decision without manual effort.
Ad-to-CRM connection
Google, Meta and LinkedIn leads delivered directly to your pipeline with source attribution preserved — so you know which campaigns generate revenue, not just leads.
Everything needed to close more of
the leads you're already generating.
From first contact to closed deal —
structured and automated.
Sales process mapping
We map your current lead journey — from first touch to close — and identify exactly where prospects drop off.
CRM configuration
Pipeline, properties and automations built to mirror your real sales process. Existing data migrated.
Sequence build & test
Email copy written, automations configured, triggers tested across all lead sources before go-live.
Integration & go-live
Ad platforms connected, team trained, pipeline live. 30-day monitoring period with adjustments included.
Questions SMEs ask about CRM and lead nurturing setup.
What is lead nurturing and why do SMEs need it?
Lead nurturing delivers structured communication to prospects not yet ready to buy — building trust and keeping your business top of mind until they are. Forrester Research found that companies with nurturing programs generate 50% more sales-ready leads at 33% lower cost. For SMEs with paid media budgets, it's the highest-ROI improvement available because it requires no additional ad spend.
Which CRM do you work with?
We're platform-agnostic — HubSpot, Salesforce, Pipedrive and others. If you don't have a CRM yet, we recommend based on your team size, sales cycle and budget. For most French SMEs, HubSpot Starter provides the right balance of capability and cost to start.
We have a CRM but nobody uses it. Can you fix that?
This is the most common starting point. We simplify the structure, automate the routine tasks and build the process so that adoption follows naturally — rather than requiring manual discipline to maintain.
How long before we see results from a nurture sequence?
Improved close rate and time-to-close for warm leads typically become visible within 30–60 days of the sequence going live. We review open rates, reply rates and pipeline velocity at 30 days and adjust accordingly.
Stop letting paid media leads
go cold before they convert.
Book a free 30-minute pipeline review. We'll map your current lead journey and show you exactly where prospects are dropping off — and what a structured CRM and nurture process would change.
Book my free pipeline reviewNo commitment · No pitch · jbernard@ursayconsulting.com
How to invest your marketing budget
before you spend a single euro.
Running paid media without a strategy is how SME budgets disappear. We build a custom paid media strategy — channel selection, budget model and 90-day execution roadmap — so you invest with clarity, not guesswork, from day one.
Most SMEs choose channels by convention,
not by evidence.
No channel rationale: Running ads on multiple platforms because "everyone does it" — without knowing which one your customers actually use at the buying stage.
No budget model: Arbitrary budget allocation with no projection of what CPL, ROAS or lead volume to expect — making it impossible to evaluate performance objectively.
Unclear audience definition: Targeting too broadly and reaching people who will never buy, inflating CPCs and diluting campaign relevance across every channel.
No KPI agreement: No shared definition of what success looks like — so every result is open to interpretation and accountability is impossible.
A plan you can execute on
from day one.
Which paid media channel is right
for your SME?
The right channel depends on your audience, deal size and sales cycle. This framework is a starting point — a strategy engagement models your specific situation in detail.
| Your situation | Recommended starting channel | Why |
|---|---|---|
| B2B, high deal value (€5k+), long sales cycle | LinkedIn + Google Ads | Decision-maker targeting + search intent capture |
| B2B, mid deal value, short sales cycle | Google Ads + Meta retargeting | High-intent search + affordable retargeting |
| B2C e-commerce, repeat purchase | Meta + Google Shopping | Prospecting + product-level intent |
| B2C e-commerce, Amazon seller | Amazon Ads + Meta | Retail conversion + top-of-funnel demand |
| Consumer brand, 18–35 audience | TikTok + Meta | High reach, low CPM, video-led brand building |
| Local service business, Île-de-France | Google Ads (Search) | Geo-targeted high-intent queries, local CPCs |
Strategy delivered in two weeks.
Discovery call
90 minutes. We understand your business, goals, competitive landscape and current marketing setup.
Research & analysis
Market analysis, competitor media investment research and audience sizing per channel.
Strategy draft
Channel mix, budget model and 90-day roadmap delivered in a clear written document — not a slide deck to file away.
Presentation & revision
Strategy presented to your team. One round of revisions included. Final handover with implementation guidance.
Questions SMEs ask about digital marketing strategy.
How do I choose the right digital marketing channels for my SME?
Channel selection depends on your audience type (B2B vs B2C), average transaction value, sales cycle length and minimum viable budget per platform. LinkedIn requires €2,000+/month to generate meaningful data; Google Ads from €1,000/month; Meta from €1,500/month. We model all three scenarios before recommending a mix.
How much should an SME in France spend on digital marketing?
A B2B SME in Île-de-France starting with paid search and one social channel should budget €3,000–€6,000/month in ad spend to generate sufficient data for optimisation. Our strategy engagement models three budget scenarios — conservative, base and aggressive — with projected CPL and ROAS for each, before any spend is committed.
We already have a strategy. Do we still need this?
If current results are not meeting your targets, the strategy likely needs revisiting. We can audit an existing strategy as efficiently as building one from scratch — identifying the specific assumptions that no longer hold and the channel or budget decisions that should change.
Can you implement the strategy after delivering it?
Yes — most clients move into a managed service engagement after the strategy. The roadmap becomes our shared execution plan. You can also implement it independently or with an internal team — the document is designed to be actionable without us.
Invest your marketing budget
with a plan, not a guess.
Book a free 30-minute strategy consultation. We'll assess your current situation and tell you exactly what a strategy engagement would cover, deliver and cost — before you commit to anything.
Book my free strategy consultationNo commitment · No pitch · jbernard@ursayconsulting.com
Make it stand out.
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Dream it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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Build it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
A structured approach to consistent paid social results.
Platform selection
We assess your audience, goals and budget and recommend the right channel mix — not the most expensive one.
Audience & creative brief
Audience segments mapped, creative brief written and tracking verified before a single euro is spent.
Campaign launch
Campaigns structured, paced conservatively in week one, scaled as performance data builds.
Test, optimise, scale
Winning audiences and creatives scaled weekly. Underperformers paused. Monthly review with you.