Louis Gras

Creation and optimization of Ads campaigns

Meta Ads and Google Ads

Implementation of GTM tracking

Landing Page Optimization

Support for RD Bâtir, a company in the building and renovation sector, in the implementation and optimization of its Google Ads campaigns focused on generating qualified quotes.

Objective: to fill the construction schedule while controlling the acquisition cost (CPA).

🔧 Actions taken

• Audit of the existing Google Ads account: structure, keywords, extensions, tracking

• Creation of new Search & Local Services Ads campaigns targeting key services (renovation, masonry, roofing, etc.)

• Ad optimization (A/B testing headlines and descriptions) to increase Quality Score and CTR

• Configuration of full tracking (GA4 + Tag Manager) to measure calls, forms, and quotes

• Continuous optimization of bids (tCPA / tROAS) and negative keywords to filter out unqualified searches

• Implementation of Data Studio reporting with conversion and cost-per-lead tracking

📊 Results obtained

• +190% qualified leads in 2 months

• Average CPA reduced by 47%

• Average CTR increased from 3.9% to 8.2%

• ROI x3.6 on main campaigns

• Notable increase in local quote requests via Google

🧠 Skills used

Google Ads (Search, Local Services), SEA strategy, lead acquisition, GA4 tracking, Google Tag Manager, Data Studio, A/B testing, bid management, ad copywriting, ROI, reporting and performance analysis.

As a freelance webmarketing professional, I assisted Débarras Normand, a service company specializing in clearing out houses, premises, and bulky items in Normandy, in comprehensively optimizing its online visibility, from traffic acquisition to qualified lead generation.

🎯 Mission Objectives:

– Strengthen digital presence in the local market

– Generate a constant flow of qualified quote requests via the website

– Optimize Google Ads advertising investments

– Create a professional and high-performing showcase website

💼 My interventions:

✅ Creation of a WordPress site optimized for local SEO

– Development of a responsive and fast WordPress site

– Writing of strategic pages (services, areas served, “About Us” page)

– Integration of conversion forms, call and lead tracking

– Content structuring (Hn tags, internal linking, optimized UX)

✅ Local SEO Strategy

– Technical and semantic SEO audit

– Research of targeted keywords in the “clearing out” sector + key cities in Normandy

– Optimization of the Google Business Profile listing

– Local link building and citations to improve positioning

✅ Google Ads Search Campaigns

– Creation of targeted campaigns for high-intent local queries

– Writing of optimized ads and creation of extensions (locations, calls, reviews)

– Monitoring click-through rate, CPL, and conversion rate

– Weekly adjustments to maximize ROI

📈 Results obtained:

– +230% qualified traffic in 3 months

– Forms conversion rate x2

– Average CPC decreased by 38% by optimizing keywords and audiences

– Improvement of local positioning (top 3 for several “clearing out + city” queries)

This experience demonstrates my ability to manage a complete digital acquisition strategy: SEO, SEA, and website. Ideal for local businesses looking to generate qualified prospects quickly.