Louis Gras

Assisted Paul Racing Shop, an e-commerce specializing in motorsport equipment (rims, helmets, rally accessories), in optimizing its digital acquisition strategy.

The objective of the mission was to improve product visibility on Google, increase qualified traffic to the site, and optimize the profitability of advertising campaigns.

To achieve this, I implemented a strategy focused on Google Ads and Google Shopping, with in-depth work on campaign structure and optimization of the product feed in Google Merchant Center.

Interventions

• Structuring and optimizing Google Ads campaigns (Search, Shopping, Performance Max)

• Optimizing product feed in Google Merchant Center

• Improving product titles and attributes to increase relevance in Google Shopping

• Analysis and cleaning of search terms with negative keyword implementation

• Optimizing click-through rate (CTR) and acquisition cost

• Performance analysis and optimization recommendations

Expected results

• Increased product visibility in Google Shopping

• Generation of qualified traffic to the e-commerce site

• Improved campaign performance and return on advertising investment (ROAS)

I currently work as a Media Buyer for a marketing agency specializing in lead generation, with a focus on performance marketing and multi-channel acquisition for international clients (USA, France, and Europe).

My role is to design, manage, and scale ROI-oriented advertising campaigns, with a central objective: to generate qualified leads in volume and at a controlled cost, in competitive environments.

-> Management of Google Ads campaigns (Search, Display, YouTube) focused on lead generation

-> Management of Meta Ads campaigns (Facebook & Instagram) for B2B and B2C acquisition

-> Advanced structuring of advertising accounts (campaigns, ad sets, audiences, keywords)

-> Audience research and testing (broad, lookalike, intent-based, geo-targeted US & Europe)

-> Advertising copywriting and continuous A/B testing (hooks, angles, CTAs)

-> Optimization of bids, budgets, CPL, and conversion rates

-> Collaboration with teams on landing pages, forms, and conversion funnels

-> Daily performance analysis via GA4, pixels, and dashboards

-> Reduction of CPL by 20 to 45% depending on markets and verticals

-> Increased lead volume while maintaining quality

-> Successfully scaled campaigns across several countries (US / FR / EU)

-> Continuous improvement of ROAS and overall profitability

-> Implementation of scalable and reproducible optimization processes

-> American clients (US): competitive markets, high volumes, high ROI requirements

-> French & European clients: local and international targeting, multilingual

-> Various sectors: insurance, real estate, services, construction, e-commerce, pure lead gen

Objective: generate qualified contacts at a controlled cost, while maximizing campaign ROI.

- Complete audit of existing campaigns (structure, keywords, ads, extensions)

- Refinement of tracking & conversions (Google Tag Manager + GA4)

- Restructuring of the account around SKAG / business themes logic

- Creation of high-performing ads with A/B testing on titles and CTAs

- Continuous optimization of Quality Score and smart bidding (tCPA / tROAS)

- Setup of Data Studio reporting for KPI tracking (CPC, CPA, conversion rate, ROI)

- +185% qualified leads in 3 months

- Average CPA reduced by 42%

- Landing page conversion rate increased from 3.2% to 7.1%

- Campaigns are now profitable and scalable (controlled budget increase)

🧠 Skills used

Google Ads, SEA strategy, copywriting, landing page optimization, A/B testing, Google Tag Manager, Google Analytics 4, Data Studio, ROI reporting, B2B/B2C lead generation.