Clicks that have nothing to do with you
You sell heat pumps, and you pay for “bike pump”. Without a list of negative keywords, Google broadens your queries and the bill follows.
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Google Ads consultant: pay for the right clicks, and only those.
Advertising on Google brings in enquiries from the first week. It also costs money every day it runs. I manage it alongside your organic SEO: we buy the clicks your website doesn't win yet, and we stop paying for the ones it already wins.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroWhat is a Google Ads consultant?
It's the person who decides where your advertising budget goes on Google: which searches to buy, in which area, at what times, and which ones to turn down. It's also called SEA (search engine advertising), as opposed to SEO, organic search.
The problem
The three leaks I find in almost every account.
Ads on your own name
You're already first organically for your brand, and you still pay for the click. Sometimes it's useful; often it's money handed back to Google.
Enquiries nobody counts
Calls and forms aren't fed back into the account. So campaigns are judged on the number of clicks, and the ones that were paying off get cut.
The answer
Four stages, in this order.
A campaign isn't set up in the Google interface. It's decided beforehand, by looking at what your website already gets without paying.
- Measure. Calls, forms, quotes: each enquiry is linked to the ad that produced it. Without that, you're flying blind.
- Sort. I separate the queries where you're already visible organically from those where you aren't. The budget goes to the latter.
- Target. Precise queries, an area drawn by hand, times that match yours, a list of negative keywords kept up to date.
- Hand over. Paid queries that pay off become pages on your website. When organic takes over, the advertising steps back.
In detail
What Google Ads support includes.
Enquiry tracking
Calls, forms, quote requests: I link them to the ads before spending the first euro.
Sorting the queries
I list the searches where your website already shows up organically. Those we don't buy, or very little.
The coverage map
The towns served, the ones to exclude, the hours when someone picks up the phone. Everything is decided with you.
The ads
Copy that states the service, the area and the lead time. I write several and keep the ones that bring in enquiries.
The negative keyword list
Jobs, free, second-hand, training, tutorial: every week, I remove the searches that cost without bringing anything in.
The landing pages
A precise ad must lead to a precise page. If it doesn't exist, I tell you which one to create and what to put on it.
Advertising and SEO
Why manage Google Ads together with SEO.
Both are read on the same results page, by the same customer. Managing them separately means paying twice, or leaving a gap.
- 1Search reports serve both
- The queries that bring in enquiries through ads become the next pages on your website.
- 2Organic brings the bill down
- When a page climbs into the top results, I lower the bid on that query, then cut it if enquiries hold up.
- 3Advertising covers the wait
- A new page takes weeks to rank. The ad holds the ground in the meantime, and no longer.
- 4A single dashboard
- For each service, you see what comes from organic, what comes from paid and what each enquiry cost.
How it works
How Google Ads support works.
- Week 1
Tracking and initial review
I set up call and form tracking. If an account exists, I record where the budget goes today.
- Week 2
The structure
One campaign per service and per area, the ads, the negative keywords, the broadcast hours. You approve before it goes live.
- Month 1
The first adjustments
Every week I read the searches actually paid for. I cut what produces nothing and strengthen what brings in enquiries.
- Months 2 and 3
Cost per enquiry
At last we reason on stable figures: what an enquiry costs, service by service, and what it brings in.
- After that
Organic takes over
Profitable queries get their own page. As it ranks, the share of advertising shrinks.
Making the choice
Google Ads, SEO, or both?
| Google Ads alone | Both, managed together | SEO alone | |
|---|---|---|---|
| Time to first enquiries | A few days | A few days, then fewer and fewer of them paid for | Several months |
| Cost of a click | Paid every time | Paid only where the website doesn't show up | None |
| When you stop paying | Enquiries stop | Organic carries on | Nothing changes |
| What you learn | The queries that convert | Those queries become pages | Slowly, by deduction |
| Suits you if | You're launching an offer or a season | You want enquiries straight away and a bill that goes down | You have time and little budget |
Advertising isn't the enemy of SEO. Badly set up, it replaces it at your expense; well set up, it prepares the ground for it.
It's for you if…
- You need enquiries this month, not in six months
- You're already paying Google without knowing what it brings in
- You're launching a service, a branch or a season
- You want organic to take over in the long run
It's not for you if…
- Nobody can answer the phone or call back the same day
- Your margin can't bear the price of a click in your industry: I'll tell you before we start
- You're looking for someone to “boost” an account without looking at the website behind it
In practice
What you get.
- An account you own, with your own access
- Tracking of enquiries, not just clicks
- One point of contact: me
- A monthly check-in: spent, obtained, decided
- Support with no minimum commitment
Pricing
How much does a Google Ads consultant cost?
Two amounts not to be confused: the budget paid to Google, which you pay directly, and my fees. I give you both after a free thirty-minute first conversation.
- The size of the area to cover
- The price of clicks in your industry
- The number of services to promote
- The state of the account: to be created or taken over
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
Google Ads: your questions.
What's the difference between SEA and SEO?
SEA is paid advertising on search engines, Google Ads first and foremost: you appear straight away, as long as you pay. SEO is organic search: longer to build, but every click is free. I work on both together so that the first funds the wait for the second.
Should I go through a Google Ads agency or a consultant?
An agency spreads your campaigns across several people. With a consultant, the person who decides is the person who answers you. For producing pages and visuals, I rely on my agency's team.
Who owns the advertising account?
You do. The account is opened in your name, and you keep the access and the history. If we stop working together, you leave with everything.
Do you guarantee a number of enquiries?
No. I commit to accurate tracking of what is spent and what is obtained, and to decisions you can check every month.
What advertising budget should I plan for?
It depends on the price of a click in your industry and the size of your area. I work it out backwards: how many enquiries you can handle, what an enquiry can cost, and therefore what it's reasonable to pay Google.
How quickly do you see results?
The first enquiries usually arrive in the days after going live. It then takes a few weeks of data to know what an enquiry really costs and to fine-tune the account.
Can you take over an existing account?
Yes. I start by reading the history: the searches paid for, the areas, the hours. Often we keep the account and its age, and rebuild the structure.
Do you also do Google Shopping and Performance Max?
Yes, for online shops. These campaigns leave a lot of decisions to Google; I frame them with a clean product feed and exclusions, and I compare their results with those of standard campaigns.
Should I bid on my own name?
Only if a competitor shows up on it or a platform takes the top line. Otherwise, you're paying for a click you'd have had for free.
Is there a minimum term?
No. I simply ask that the campaigns run long enough to have reliable figures before judging.
30 minutes · video call · with me
Be the one they remember.
Together we look at where you stand on Google and in AI, and what should change first.
Book a callFig. 1. A K. (The landscape was missing one.)