Advertising strategy construite for your situation
In-depth work on the structure of your campaigns — channels, messages, sequences — adapted to what you actually sell and who you address it to.
Professional benchmarks
What this work involves in practice
Developing an advertising strategy requires understanding the mechanics of audience, real budget constraints and measurable objectives — not just tendances du secteur.
Segmentation d'audience
Precise identification of relevant segments based on behavioral and available geographic data.
Architecture de message
Building communication axes by channel — search, social, display — according to the phases of the customer journey.
Budget allocation
Distribution of media spend according to conversion priorities, with scenarios ajustables en cours de campagne.
Metric tracking
Definition of KPIs adapted to each goal — awareness, qualified traffic, leads — with a coherent reading framework.
Common situations leading to a request
Budget spent, unclear results
Campaigns ran for several months without managers being able to explain what worked. Money goes out, data accumulates, but the reading reste opaque.
Launch without sector benchmarks
A new brand enters a market without internal advertising history. The generic benchmarks do not match the reality of the sector or zone geographic target.
Stagnant growth despite a solid offering
The product or service is well built, customer feedback is good, but campaigns can't reach the right people at the right time with the right message.
Transition to a new channel
A company used to one channel — organic SEO, word-of-mouth, trade shows — must now build a paid presence without in-house expertise.
What the work involves in practice
The collaboration takes place remotely, with structured exchanges at each step. No phase is outsourced — the same contact follows the file from start to finish.
Context reading
Analysis of the activity, past campaigns if any, real objectives and operational constraints — budget, human resources, timeline.
Channel mapping
Evaluation of relevant channels based on audience profile, buying behaviors and available formats — without systematically recommending the same platforms.
Strategy building
Drafting a detailed strategy document: objectives, targeting, message sequences, budget allocation and tracking metrics.
Implementation and adjustments
Support during launch, reading of first real data and adjustments based on gaps observed relative to initial hypotheses.
Transmission and documentation
At the end of the engagement, all decisions, tests and learnings are documented so internal teams can continue without external dependency.
What changes after the engagement
Data readability
Teams know which numbers to look at, in what order and how often. The dashboards cease to be sources of anxiety.
Evidence-based decisions
Choices of channels, formats and budgets are based on real analysis rather than intuitions or generic platform recommendations.
Adjustable campaigns
The strategy is built to evolve — not frozen in a static document. The adjustment mechanisms are integrated from the start.
What this service does not do
Some profiles do not match this type of support. Better to know before starting.
- No long-term daily management of advertising accounts — the work is strategic, not continuously operational.
- No visual creation or content production — strategy precedes creation, it does not replace it.
- No guaranteed results — performance depends on external factors that no one fully controls.
- Not suited for budgets below AUD 800 per month in media spend — below this threshold, data is not sufficient to learn from.
- No working in parallel with multiple providers on the same campaigns — strategic coherence requires clear coordination.
- No promises on return timelines — some markets take 6 to 8 weeks before producing actionable data.
Resolved situations — some concrete examples
Was spending AUD 2,400 per month on Google Ads for 14 months without being able to identify which keywords generated real mandates. Leads came in, but their quality restait inconnue.
Account restructuring, removal of 60% of non-qualifying keywords, conversion tracking setup by contact type. Cost per qualified lead halved par deux en trois mois.
Launched an online skincare range with a budget of AUD 1,500 per month. No advertising history, highly competitive market, target audience difficult to segment with standard parameters.
Two-phase strategy — targeted awareness for 6 weeks, then retargeting conversion. First recurring sale identified at week 9, stable acquisition cost from month 4.
Company used to trade shows and direct referrals. Forced shift to digital during the event closure period, without publicitaire interne.
Set up a LinkedIn Ads strategy targeting SME decision-makers. First qualified meetings obtained from week 5. Documentation complete, transmitted to the team at the end of the mission.