An agency specialising in SEA – certified Google Ads, Meta Ads & LinkedIn Ads experts.

Answer: A digital advertising campaign means running targeted ads on platforms such as Google Ads, Meta Ads (Facebook/Instagram) or LinkedIn Ads, according to your business objectives.

Each channel matches a specific moment in the customer journey:

• Google Ads: capturing immediate purchase intent (active search)
• Meta Ads: building awareness, working on discovery and retargeting
• LinkedIn Ads: targeting B2B decision-makers with professional precision

Management relies on concrete indicators, CPC (cost per click), CPA (cost per acquisition), ROAS (return on ad spend). The goal is to turn every euro invested into a measurable result, not just "visibility".

Answer: SEO (search engine optimisation) aims for free, lasting visibility by positioning your website on strategic queries. It is a long-term investment that builds your brand’s authority.

SEA (search engine advertising) buys immediate visibility through ad auctions. Results come from the very first days, but stop as soon as you cut the budget.

The winning strategy? Combine the two:

• SEO stabilises your traffic and lowers the cost of acquisition in the long term
• SEA accelerates growth, tests messages and captures immediate opportunities

At Oli-via-net, we orchestrate these two levers to maximise overall ROI. SEA funds growth while SEO makes it last. The set-up learns from every interaction and keeps improving.

Answer: Because they launch their campaigns without a clear structure, reliable tracking or continuous optimisation.

The 6 most costly mistakes:

1. Targeting that is too broad: you pay for unqualified clicks
2. Generic ads: a low click-through rate, poor quality, a high CPC
3. No analysis of search terms: your ads are triggered by off-topic queries
4. Badly configured conversions: impossible to measure the real ROI
5. No management: budgets are scattered with no strategic adjustment
6. Weak or negative customer reviews, which lower the click-through rate and the Quality Score

A complete audit identifies these leaks and turns advertising spend into a profitable investment. On average, we reduce the cost of acquisition by 30 to 50% in the first 60 days after restructuring.

Answer: It depends on your audience, your sales cycle and your objectives.

Google Ads:

• Ideal for capturing immediate purchase intent
• Works on Search (active search) and Display (banners)
• Fast ROI if the keywords are well chosen

Meta Ads (Facebook/Instagram):

• Excellent for awareness, discovery and retargeting
• Ultra-precise targeting by interests and behaviour
• Often a lower cost per click, but less direct conversions

LinkedIn Ads:

• Essential in B2B for targeting decision-makers by job, sector and company size
• A higher CPC (2 to 5 times Google), but highly qualified leads
• Profitable if your average order value justifies the cost of acquisition

Our recommendation: do not choose a single platform. A data-driven mix lets you follow the customer throughout their journey, discovery on Meta, search on Google, maturing on LinkedIn. It is this multichannel approach that maximises ROAS while improving data reliability.

Answer: Yes, provided you follow three rules:

1. Precise settings: job, company size, sector, location, seniority
2. A suitable message: LinkedIn is not Facebook — the tone must be professional, factual and value-focused
3. Rigorous tracking: connect LinkedIn to your CRM (HubSpot, Pipedrive, Salesforce) to track the real ROI right through to the sale

The main challenge: the CPC is 2 to 5 times higher than elsewhere (often €5 to €15). But if your average deal exceeds €2,000, the platform becomes extremely profitable.

A real example: for a B2B consultancy, we generated 47 qualified leads in 2 months with a €3,200 budget. 8 became clients, for total revenue of €68,000. ROAS: ×21.

LinkedIn Ads does not work for everyone — but when it does, it is the most profitable B2B channel.

Answer: Smart Bidding uses Google’s or Meta’s artificial intelligence to adjust your bids automatically in real time, according to:

• The user’s profile (history, device behaviour)
• The context (time, location, competition)
• The probability of conversion

Advantages:

• CPA reduced by 20 to 40% on average
• Considerable time savings (fewer manual adjustments)
• Automatic identification of the most profitable segments

Critical limits:

• Without clean tracking (GA4, Tag Manager, correctly configured conversions), the AI learns from bad data
• You need at least 30 conversions a month for the algorithm to be effective
• The first 2-3 weeks are a learning phase, during which costs can be unstable

Our method: we always start manually to validate the structure, then switch gradually to Smart Bidding once conversions are stable and tracking is impeccable.

Answer: The budget depends on the sector, the competition and your objectives. Here are the average thresholds we observe:

E-commerce:

• Minimum: €800 to €1,000/month
• Optimal: €1,500 to €3,000/month to test several audiences and formats

B2B leads:

• Minimum: €1,000 to €1,500/month
• Optimal: €2,000 to €4,000/month, especially on LinkedIn

Local services (tradespeople, healthcare professionals, coaches):

• Minimum: €500 to €800/month
• Optimal: €1,000 to €1,500/month

Why these thresholds? Below them, the algorithm does not have enough data to learn. You risk spending without ever reaching profitability.

Our advice: it is better to concentrate your budget on a single well-targeted channel than to spread €300 across three platforms. Concentration makes optimisation possible.

Answer: Immediate results (0 to 7 days):

• First clicks as soon as the campaign goes live
• First conversions possible if the structure is solid

Learning phase (3 to 4 weeks):

• The algorithm adjusts bids and identifies the most profitable audiences
• The cost per acquisition gradually stabilises

Mature optimisation (2 to 3 months):

• ROAS reaches its full potential
• Campaigns become predictable and scalable

Be careful: a badly structured campaign can run for months without ever becoming profitable. That is why the initial audit and set-up are decisive.

Answer: ROAS (Return On Ad Spend) measures the revenue generated for every euro spent on advertising.

Formula: ROAS = revenue generated ÷ advertising spend

Example:

• You spend €1,000 on ads
• You generate €5,000 in sales
• ROAS = 5,000 ÷ 1,000 = 5.0 (you earn €5 for every euro invested)

But ROAS is not enough. You also need to track:

• CPL (cost per lead): how much does each sales contact cost?
• CAC (customer acquisition cost): how much does each new customer cost?
• LTV (lifetime value): how much does a customer bring in over their lifetime?

A real example:

• A ROAS of 3.0 may seem average
• But if your gross margin is 70% and your customers buy again 4 times a year, it is excellent

At Oli-via-net, we bring these indicators together in a unified Looker Studio dashboard, so you can see the profitability of every campaign, channel and segment in real time.

Answer: Reliable tracking rests on a solid technical stack:

1. Google Tag Manager (GTM):

• Centralises all your tracking tags (Google Ads, Meta Pixel, LinkedIn Insight Tag)
• Tracks custom events (add to basket, download, completed form)
• Avoids cluttering the source code with dozens of scripts

2. Google Analytics 4 (GA4):

• Analyses multichannel conversions (cross-device attribution)
• Measures the complete user journey
• Identifies the pages that convert best

3. Looker Studio (formerly Data Studio):

• Clear, automated, personalised reporting
• Connects all your sources (Google Ads, Meta, LinkedIn, GA4, CRM)
• Real-time visualisation, cost per click, conversion rate, ROI, ROAS trends

Without this stack, you are flying blind. We install this infrastructure from day one to ensure decisions are based on reliable data, not intuition.

Answer: Weekly monitoring (essential):

• Search term analysis (adding negative keywords)
• Bid adjustments on high-performing segments
• Testing new ads
• Budget checks (saturation or under-use)

Complete monthly analysis:

• Overall review, ROAS, CPA, conversion rate
• Identifying new opportunities (new keywords, audiences, formats)
• Adjusting the overall strategy (reallocating budget between channels)

Quarterly optimisation:

• Overhauling the ad creatives
• Testing new platforms or formats (Performance Max, Demand Gen, etc.)
• Competitor analysis

A common mistake: leaving campaigns to run for weeks with no intervention. The result is systematic waste and stagnating performance.

A high-performing campaign is managed every week, like a financial dashboard.

Answer: Primary indicators (the 3 most important):

1. Conversion rate: the percentage of visitors who become leads or customers
2. CPA (cost per acquisition): how much each conversion (lead or sale) costs
3. ROAS: the return on ad spend (revenue generated ÷ ad budget)

Secondary indicators (to refine):

4. CTR (click-through rate): measures how attractive your ads are
5. CPC (cost per click): keeps competitive pressure in check
6. Quality Score: Google’s rating, which directly affects your costs
7. Impression share: measures your share of voice on your keywords
8. Frequency (Meta Ads): how many times the same person sees your ad

Beware of vanity metrics:

• Impressions do not pay your bills
• A high CTR without conversions is useless
• Only the indicators linked to acquisition cost and revenue really count

We set up automatic alerts on critical indicators. If the CPA exceeds the threshold, if ROAS falls, or if a campaign burns budget without converting, we step in immediately.

Answer: AI is transforming digital advertising along 4 key dimensions:

1. Bid optimisation:

• Real-time adjustment according to the probability of conversion
• CPA reduced by 20 to 40% on average
• Automatic identification of the most profitable segments

2. Predictive targeting:

• Lookalike audiences based on your best customers
• Behavioural scoring to prioritise warm prospects
• Automatic exclusion of unprofitable profiles

3. Generating and testing ad creatives:

• Performance Max (Google) automatically generates ad variants
• Large-scale A/B tests (headlines, descriptions, visuals)
• Identifying the messages that convert best

4. Forecasts and alerts:

• Anomaly detection (cost spikes, falling conversions)
• Predicting the budget needed to reach your objectives
• Automatic optimisation recommendations

The result: more precise, faster and more profitable management. But AI only performs well if it is fed clean, complete data (tracking, CRM, conversion history).

Answer: Yes, but with strategic supervision.

What can be automated:

• Product feed updates (e-commerce)
• Bid adjustments according to predefined rules
• Synchronisation between ad platforms and the CRM
• Alerts if a budget is exceeded or performance drops
• Weekly reporting

Tools used:

• Google Ads scripts: for complex automatic adjustments
• n8n / Make: to connect your tools (CRM, GA4, Sheets, Slack)
• Zapier: for simple automations between applications

What must remain human:

• The overall strategy (which channels, which budgets, which objectives)
• Creativity (messages, storytelling, brand tone)
• Critical analysis (correlation vs causation, market context)
• Trade-off decisions (budget reallocation, launching new formats)

Our approach: automation executes, humans decide. We automate everything that can be automated to free up time for strategic analysis and creative optimisation.

Answer: No, but it can improve them considerably.

What AI does well:

• Generating variants of headlines and descriptions based on your best ads
• Automatically testing dozens of combinations (large-scale A/B testing)
• Identifying the wording that generates the best click-through and conversion rates
• Adapting the message in real time to the context (device, location, time)

What AI does not do (yet):

• Understand emotion and cultural context
• Tell a consistent brand story
• Adapt the tone to your unique positioning
• Create a disruptive message that stands out

The winning combination: human creativity + AI optimisation

At Oli-via-net, we create the concepts and differentiating messages, then use AI to:

• Test 20 variants of the same concept
• Identify the segments where each message works best
• Automate delivery of the right message to the right person at the right time

AI does not replace creative strategy — it deploys it at scale, with precision.

Answer: Because a bad set-up often costs more than an agency’s fees.

What an experienced agency brings:

A solid structure from the start:

• Optimised campaign architecture
• Impeccable tracking (GTM, GA4, conversions)
• Precise targeting and negative keywords

Technical and strategic expertise:

• Knowledge of the latest platform developments
• Sector benchmarks (you know whether your performance is good or bad)
• Access to professional tools (Semrush, Optmyzr, advanced Looker Studio, Majestic, ChatGPT in professional mode...)

An ROI mindset, not a spending one:

• Every euro must be justifiable
• Continuous optimisation, CPA reduced by 30 to 50% on average
• Dynamic budget reallocation towards what works

Huge time savings:

• You focus on your core business
• The agency manages, tests, adjusts and reports — every week

A real example: a client had been managing their Google Ads campaigns alone for 18 months with a budget of €1,200/month. Average CPA: €180.

After a complete restructuring and 60 days of optimisation, CPA was €78 (−57%). Same budget, but 2.3 times more conversions.

Answer: The results stop almost immediately.

SEA (paid advertising) offers instant but not lasting visibility:

• You stop the budget → your ads disappear
• Your traffic falls sharply (sometimes by 60 to 80% if you relied solely on SEA)
• Your leads and sales collapse

That is why an SEO + SEA mix is the winning strategy:

• SEO builds lasting, free visibility (after the initial investment). It is your stable traffic base.
• SEA brings immediate traffic, tests messages, captures seasonal opportunities and accelerates growth.

Our recommendation:

• Use SEA to fund rapid growth
• Reinvest part of the profits in SEO and AI SEO to gradually reduce your dependence on paid traffic
• Keep a permanent SEA budget on your most profitable campaigns

The long-term goal: bring SEA down from 80% to 40-50% of your total traffic, while maintaining (or even increasing) your conversion volumes thanks to SEO.

Answer: A good agency must be able to justify every euro spent.

The 7 criteria for assessing your agency:

1. Transparent, complete reporting:
   • The real cost of acquisition (not just clicks or impressions)
   • Conversions measured right through to the sale (not just completed forms)
   • ROAS trends month by month
2. Direct access to your ad accounts:
   • You must own your Google Ads, Meta Ads and LinkedIn Ads accounts
   • You must be able to view the data in real time
   • Be wary of agencies that "keep the keys"
3. A detailed list of the optimisations made:
   • Which adjustments were made each week?
   • Which tests were launched?
   • Which strategic decisions were taken, and why?
4. Constant ROI improvement:
   • A good agency should reduce your CPA by 20 to 40% in the first 90 days
   • ROAS should improve quarter after quarter
   • Performance should be compared with sector benchmarks
5. Responsiveness and proactive communication:
   • A reply within 12 hours at most
   • Immediate alerts in the event of a problem (cost spike, falling conversions)
   • Regular optimisation proposals (no passive waiting)
6. No opaque contract or abusive commitment:
   • The terms must be clear (fees, duration, notice)
   • You must be able to leave with your data and your accounts
7. Strategic recommendations beyond execution:
   • A good agency challenges your offer, your website and your conversion funnel
   • It does not just "keep the campaigns running"

At Oli-via-net, you receive:

• A Looker Studio dashboard updated in real time
• A detailed monthly report with analysis and recommendations
• Full administrator access to all your ad accounts
• A monthly strategic review meeting

If your current agency does not meet these criteria, it may be time to reassess your partnership.