The client's starting goal
Vendor of document management, archiving and e-invoicing software, active in France, Switzerland and Belgium with about €5,000 a month on Google Ads. The account was chasing volume: clicks were rising, lead quality stayed uneven, and every offer was managed the same way even though their margins were worlds apart. We shifted management to the value of each offer.
Key actions
We assigned a value to each offer with the client, to make decisions on what a lead brings in rather than what it costs. Budget was refocused on the market that signs, and quality tracked all the way to the deal.
- One value per offer, validated with the client, fed into bidding
- Budget refocused on France: Switzerland and Belgium stopped
- Qualified leads and deals tracked with the client, not just form submissions
- Regulatory-intent searches isolated in a dedicated ad group, budget capped at their margin
The impact
In 2025, the account generated 43 deals for about €1M in quotes, with 628 conversions for about €63k invested. In France, conversions grew 14% at a CPA of about €83, and Search engagement rate hit a record 64% despite fewer clicks.
In 2026, the regulatory segment costs €19.58 per conversion, versus about €93 on average across the account: budget goes where margin justifies it.
