SEA · landing pages
Institut Cassiopée
+65%
conversion on paid traffic, +22% engagement, 9 landing pages.
SYS/SEA
Paid and organic don't convert the same way.
SEA consultant: Google Ads, Meta Ads and landing pages that convert
SEA buys visibility on Google Ads and Meta Ads for the queries that matter. Paid traffic doesn't behave like organic: it needs dedicated landing pages and clean tracking so every paid click comes back as a conversion.
SEA is part of our Growth & Performance expertise — CRO, SEO, SEA and analytics.
SYS/FOR
Who it's for
Need leads while SEO builds up
Organic search takes months: paid kickstarts demand right away, while organic takes over.
Launch with an acquisition budget
A product or event to get in front of people fast, over a short window, with a clear conversion goal.
Paid channel that needs to scale
Campaigns already running but plateauing: we rework structure, audiences and landing pages.
SYS/SCOPE
What it covers
Six work streams — expand the one that applies to you.
Account structure
Google Ads and Meta Ads organized by intent and audience, so budget goes where it converts.
Dedicated landing pages
One page per campaign, aligned with the ad and the goal — not the homepage as a catch-all.
Conversion tracking
Reliable events and conversions (GTM, GA4) so decisions get made on numbers, not impressions.
Landing page A/B tests
Landing page variants tested until they reach statistical power, just like in CRO.
Looker reporting
A clear dashboard: cost, conversions and cost per acquisition tracked over time.
Audiences and exclusions
Audience lists, exclusions and negative keywords: stop paying for clicks that will never convert.
SYS/AI
What AI changes here
Three views of the same budget: what it used to buy, what agents speed up, and what can't be delegated.
Before
Every campaign launched with a single creative and a single landing page: you'd only find out what hadn't worked after the fact, with no variant to compare against.
Segment analysis came at the end of the month, once the budget was already spent.
With agents
Agents handle production and analysis, not the decision: generating more variants to test, reading segments faster.
In practice, a campaign now launches with several landing pages instead of one, and the gap between them can be read while the budget is still running.
Variants
Ad and landing page variants generated then put into testing, instead of a single fixed creative.
Segments
Segment analysis (device, audience, query) to see where paid actually converts, and reallocate accordingly.
What stays human
What stays human is the choice to cut or push a budget.
An agent reads a segment; it doesn't carry the responsibility for the money spent, nor for telling a client that paid isn't the right lever for them.
SYS/LOOP
How we work
A short loop, oriented around cost per conversion.
- 01Scope — goal and target cost per acquisition, before opening any budget.
- 02Structure — account, campaigns and audiences by intent; ads aligned with the pages.
- 03Connect — dedicated landing pages and clean conversion tracking (GTM, GA4).
- 04Test — landing page A/B tests and segment analysis, then decide: cut, adjust or push.
SYS/PROOF
Proof
| Metric | Before | After |
|---|---|---|
| Conversion on paid traffic | 100 | 165 |
| Engagement | 100 | 122 |
Base 100 = before the mini-site. Sources: +65% conversion on paid, +22% engagement, 9 dedicated landing pages.
SEA is a supporting lever at Shamalo, and this page doesn't claim otherwise: one publishable, quantified case study — Institut Cassiopée's SEA mini-site — plus campaigns run for Brainly and RX, whose numbers belong to their advertisers. We bring it in when it complements organic, not as the sole engine.
SYS/TOOLS
Tools
- Google Ads
- Meta Ads
- GTM
- GA4
- Looker Studio
SYS/FAQ
Frequently asked questions
SEA or SEO?
SEA buys a spot right now: the ad shows, the click comes in, the budget spends. SEO builds an asset: slower, cumulative, and it doesn't switch off with your credit card.
MoreLess
We often launch paid to kickstart things — leads, query learning, message testing — while the organic cluster builds up. Terms that convert in ads inform the SEO pages; well-crafted landing pages serve both.
If the budget stops, SEA stops. That's the deal. We say so before scaling a campaign that has no organic backup.
Google Ads or Meta Ads?
Google Ads captures demand that's already been expressed: someone types a query, you answer it. Meta Ads goes after an audience that isn't searching yet: interruption, creative, targeting. It's not the same mental game, nor the same buying cycle.
MoreLess
The right mix depends on the product. A long-cycle B2B piece of software usually lives on search first. A consumer offer, an event, a brand to build awareness for: Meta (or its social equivalent) makes more sense. We don't “run ads” generically.
Both require an aligned landing page and honest tracking. Without that, you're optimizing a phantom CPA.
Why dedicated landing pages?
Sending an ad to the homepage dilutes intent. The ad promises one thing; the homepage tells ten stories. A page aligned with the ad, one goal, one CTA: that's what converts. At Cassiopée, this logic drove part of the +65% on paid.
MoreLess
One landing page per campaign (or per message / audience) isn't waste: it's consistency. Agents speed up variant production; the studio reviews the offer and the tracking.
The Landing pages lever covers design and build; here, we cover the page's role within the ad account.
How much budget do you need to test?
Enough to accumulate conversions on each variant, otherwise the test isn't readable. Too small a budget produces jumpy curves and gut-feeling decisions — exactly what we're trying to avoid.
MoreLess
We scope the amount case by case during the call, based on expected CPA, market, and number of hypotheses. No published pricing on the site, on purpose: a number out of context is a trap.
If the budget doesn't allow for learning, better not to launch the campaign at all. We'll say so, and point you toward another lever (SEO, CRO on existing traffic, product).
Is tracking mandatory?
Yes, if you want to steer by anything other than clicks. GA4 / GTM conversions, possible import on the ads side, consistent events: without that, Google's or Meta's algorithms are optimizing blind — and so are you.
MoreLess
A written tracking plan, stable event names, a check after going live. It's the same discipline as the Analytics lever: paid doesn't get a “we'll see” tracking setup.
Consent banners and iOS data loss are real. We treat them as constraints, not as an excuse to measure nothing.
Are SEA and CRO the same work stream?
In practice, often yes. Buying traffic to a page that converts poorly means paying for a hole. Optimize the landing page, the offer, the form, then scale the budget: that's the healthy loop.
MoreLess
The studio holds both ends: account structure, creatives / messaging, landing pages, A/B testing. Agents help produce page and ad variants; the decision to scale stays human, read off conversions, not a vanity ROAS.
If you already have a media buyer, we can just own the pages and the measurement. That's what the call is for — splitting the scope.
When do you stop or scale a campaign?
Once there's enough signal to say whether the message / audience / page holds up — not on day one, not at the first spike. A CPA that “looks good” on 12 conversions isn't a decision.
MoreLess
Scaling means increasing budget on what held up, not duplicating everything. Stopping means documenting why — so the same hypothesis doesn't get relaunched under a different name in three months.
Agents don't hit “publish campaign.” They prepare; the studio decides with you.
Do you manage the account day to day?
We can scope, structure, launch and optimize a testing period. High-volume “always-on” management with hourly bid adjustments isn't what a one-person studio is positioned for — we say so clearly.
MoreLess
Where we're strong: connecting ad account + landing pages + measurement, producing variants fast, reading the data extract, deciding. Not replacing a media trading desk team.
If you need long-term daily piloting, we can lay the foundations and hand off, or work alongside your agency. Again: reinforcement, not a forced takeover.
SYS/NEXT
Next step
Describe the product and the goal: we'll tell you if paid is the right lever right now, or if it's better to kickstart things another way. Written scope within 48h, no commitment.
The other Growth & Performance levers