FREN
Let’s talk about your campaigns

Online advertising: Google Ads and Meta Ads

Campaigns that reach the right people and are measured in customers.

Google captures the demand that already exists; Meta introduces your brand to people who aren’t looking for you yet. I run both together, with one goal: profitable sales, not just clicks.

Let’s talk about your campaigns See what I do

Google Ads · Meta Ads · Sales tracking · Testing

Who it’s for

You invest in advertising. Do you know what it returns?

01

Your campaigns run, but you don’t know what they return

Dashboards show healthy sales, yet your revenue doesn’t follow.

02

Every platform claims the sale

Google and Meta each count the same order: added up, they often exceed your real sales.

03

Your acquisition cost keeps rising

The same ads have run for months, audiences saturate, and every sale costs more.

04

You manage campaigns between meetings

You want someone who steers, tests and reports back clearly, without jargon.

Google Ads and Meta Ads, simply

Google captures demand, Meta creates it.

The two platforms don’t play the same role. Google shows your ad to someone who is already searching. Meta (Facebook and Instagram) puts you in front of people who aren’t searching yet but might be interested. Making them work together is what makes the whole profitable.

Capture demand

Google Ads: search, Shopping, Performance Max. You appear when a potential customer searches for your product or service.

Create demand

Meta Ads: Facebook and Instagram. You introduce your brand and retarget people who visited your site.

Tie it all to sales

Reliable tracking connects every euro spent to real orders, whichever platform they came from.

Google Ads

  • Captures demand that already exists
  • Search, Shopping, Performance Max
  • Best for selling to people already searching

Meta Ads

  • Creates demand, builds discovery
  • Facebook, Instagram, Messenger
  • Best for launching, awareness and retargeting
See my Meta Ads offer in detail

Not sure how to split between the two? We look at your numbers and I’ll tell you where the budget works hardest.

The profitability of your campaigns

How much is left once the advertising is paid?

A good ROAS isn’t enough: what matters is what’s left after the advertising. Set your assumptions and see from which ROAS your campaigns become profitable.

Orders per month
Revenue
ROAS
Cost per order
Result after advertising

Indicative, simplified simulation (first order only, no repeat purchases or fixed costs): it doesn’t predict a result.

What you get

Advertising run for profitability.

One steering for Google and Meta

A budget split by what pays off, not by each platform’s habits.

Campaigns structured to sell

Readable accounts: what captures demand, what creates it, what retargets.

Reliable sales tracking

Every order is correctly passed back to the platforms, so they optimise on accurate data.

Ads tested continuously

Several creatives, several hooks: we keep what sells and drop the rest.

Real numbers, not the platforms’

Total revenue, acquisition cost, margin: a view that compares what comes in with what goes out.

Clear reporting

A regular review, no jargon: what worked, what changes, and why.

What I do

From campaign structure to profitability.

Five pieces of work that follow on from each other. You can hand me all of it, or only the part you need.

01 · Structure and budget

Readable campaigns, a budget that works.

I start from your goals and your margin, then structure the accounts: what captures existing demand, what builds discovery, what retargets. The budget is split between Google and Meta according to what each channel really returns.

  • Google Ads: brand, search, Shopping, Performance Max.
  • Meta Ads: prospecting, retargeting visitors, existing customers.
  • Budget: split by profitability, reviewed regularly.
  • Targets: set from your margin, not a generic ROAS.

02 · Google Ads

Appear when your customers are searching.

Search ads, products featured in Google Shopping, Performance Max campaigns: I build the campaigns that capture existing demand, with clear ads and consistent landing pages.

  • Search: ads on the queries that lead to a purchase.
  • Shopping: your products, with photo and price, in the results.
  • Performance Max: run with controlled signals and exclusions.
  • Exclusions: we cut the queries that cost without selling.

03 · Meta Ads

Introduce your brand, then retarget.

Facebook and Instagram let you reach people who don’t know you yet. I test several creatives and hooks, keep those that sell, and retarget people who visited your site without buying.

  • Creative: visuals, video, hooks, tested regularly.
  • Audiences: broad targets and precise retargeting.
  • Retargeting: visitors, abandoned carts, customers.
  • Details: see my Facebook Ads consultant page.

04 · Tracking and attribution

One version of the truth about your sales.

Each platform claims the sales that suit it: added up, they often exceed reality. I set up reliable order tracking, then compare reported sales with your store’s real sales, so decisions rest on accurate numbers.

  • Conversion tracking: orders correctly passed back to the platforms.
  • Reported vs real sales: compared side by side.
  • MER: total revenue ÷ total marketing spend.
  • Acquisition cost: by channel and overall.

05 · The link with your site

One ad, one page, the same promise.

A good campaign loses its efficiency if the page doesn’t keep the ad’s promise. I check consistency between your ads and landing pages, and rely on conversion rate optimization to fix what holds sales back.

  • Ad and page consistency: same offer, same arguments, same visuals.
  • Landing pages: tailored to each campaign.
  • Testing: on the page as well as the ad.
  • Going further: see my conversion rate optimization page.

Your campaigns are running, but sales aren’t following?

Get your campaigns audited

Ways of working

An audit to get clarity, ongoing management to keep moving.

Option 1

Ad account audit

Best if… you want to know what your current campaigns are worth and where the potential is.

You receive: a diagnosis of your Google and Meta accounts, sales tracking and landing pages, with a prioritised action plan.

Option 2

Monthly management

Best if… you want someone to run your campaigns day to day and report back.

Every month: campaign management, new creative tests, budget optimisation and a review meeting.

Option 3

Supporting your team or agency

Best if… you already have a team or an agency and want an outside view.

I take care of: reviewing your accounts, challenging choices, training your team and making the numbers reliable.

Portrait of Sophie Monteil, freelance digital marketing consultant in Toulouse
Sophie MonteilAdvertising

Why work with me

Why work with me on your online advertising?

I’m Sophie Monteil, an independent digital marketing consultant based in Toulouse, France. I’ve run campaigns across more than seven markets and supported more than twenty companies, in both B2B and B2C.

I don’t look at one platform in isolation. I connect Google, Meta, the site and your margins, so advertising serves your results and not just your dashboards.

See my background
01

Google and Meta run together

One view across both platforms: they don’t compete with each other or count the same sales.

02

I look at your site too

An ad that leads to a page that doesn’t convert is wasted budget. I look at the whole loop, down to the order.

03

Real numbers, not the platforms’

I compare reported sales with real sales and start from your margin to set targets.

04

One point of contact

The person who builds the campaigns is the person who explains the results, in plain language.

Method

How we work together

Four steps, with a review at each one.

  1. Step 1

    Audit

    We check sales tracking, account structure and landing pages, and spot the quick wins.

  2. Step 2

    Structure

    Targets from your margin, budget split between Google and Meta, campaign plan.

  3. Step 3

    Launch and test

    Campaigns go live, several creatives are tested, first learnings come in.

  4. Step 4

    Optimise and report

    Budget redirected to what pays off, clear reporting, new tests.

FAQ

Your questions

Google Ads or Meta Ads: which should I choose?
It depends on your offer. Google suits you to capture customers already searching for your product or service. Meta suits you to introduce a brand or product to people who aren’t searching yet, and to retarget visitors. Often the two complement each other: we look at your numbers to split the budget.
How much does online advertising cost?
There are two items: the media budget, paid directly to the platforms, and my fees. The budget depends on your goals and your margin; there’s no single amount. I work from a quote, after looking at your situation.
What minimum budget should I plan?
There’s no universal threshold: you need enough budget for the platforms to learn and to test several creatives over several weeks. We set it from your average order value, your margin and your goal.
What is a good ROAS?
It depends on your margin. With a 40% gross margin, you need a ROAS of at least 2.5 just to pay back the advertising (1 ÷ 0.40). A good ROAS is one that leaves you a profit, which is why I start from your margin to set targets.
Why don’t my sales match what Google and Meta report?
Each platform attributes sales by its own rules, and several can count the same order. Comparing reported sales with your real sales restores an accurate view of what advertising returns.
How long before I see results?
First fixes to tracking and structure can have a quick effect. Platforms need several weeks of learning, and creative tests take time too. I don’t promise results within days.
What does Performance Max do?
It’s a Google campaign type that serves your ads across several surfaces (search, Shopping, YouTube, display) from your products and creatives. Well run, it can be effective; poorly framed, it spends without selling. I set it up with controlled signals and exclusions.
Do you work with my agency or team?
Yes. I can review your accounts, challenge choices, train your team or run the campaigns for you. In every case I work with your access: the accounts stay yours.
Do you work in both B2B and B2C?
Yes. In B2C the challenge is selling online profitably. In B2B it’s often generating qualified enquiries or meetings.
How does this relate to your Meta Ads page?
This page presents my advertising support as a whole. My Facebook Ads consultant page details my work on Facebook and Instagram, with an explanation of ROAS, margin and MER.

Next step

Turn your advertising into a profitable lever.

30 minutes to look at your campaigns, your numbers and your site together, and see what I’d do first. No strings attached.

Let’s talk about your campaigns