Google SEA strategy

SEA, or Search Engine Advertising, is an essential component of any successful digital marketing strategy. At Pivotal, we specialize in setting up effective paid search campaigns to help our customers gain visibility on search engines. 

SEA enables you to appear at the top of search engine results with targeted advertising, generating qualified traffic to your websites. In this article, we detail our approach and the benefits SEA brings to our customers, as well as the specific actions we implement to optimize paid ads.


Advantages of SEA Search Engine Optimization

Search Engine Optimization (SEA) offers many advantages for companies wishing to improve their online visibility and achieve their business objectives. Here are some of the main benefits:

  1. Gain immediate visibility: Unlike Search Engine Optimization (SEO), which takes time to bear fruit, SEA provides instant visibility on search engines. By running paid ads, your products or services appear immediately at the top of search results.
  2. Precise targeting : Paid search campaigns allow you to target specific audiences based on criteria such as geographic location, age, interests and online behavior. This ensures that your ads are seen by the people most likely to be interested in your products or services.
  3. Budget control : SEA offers considerable budgetary flexibility. You can define a daily or monthly budget and adjust your spending according to campaign performance. This allows you to control costs and optimize return on investment.
  4. Measurability and Analysis : ATS platforms like Google Ads provide detailed tracking and analysis tools. You can measure conversion rates, cost per click (CPC), return on investment (ROI) and other key metrics to assess the effectiveness of your campaigns.
  5. Increased traffic : By appearing at the top of search results, sponsored links attract significant, qualified traffic to your website. This traffic is often made up of visitors with a high purchase intent, which increases the chances of conversion.
  6. Complementarity with SEO : SEA and SEO (Search Engine Optimization) are complementary. While SEO aims to improve organic rankings over the long term, SEA offers immediate results. Together, they maximize the visibility and effectiveness of your digital marketing strategy.
  7. Adaptability : Paid search campaigns are flexible and can be quickly adjusted according to performance. This means you can adapt your strategies in real time to maximize results.

The actions implemented to optimize paid ads

At Pivotal, we implement a series of specific actions to ensure that your paid search campaigns are as effective as possible. Here are seven key actions we take:

Keyword search and selection

We carry out in-depth keyword research relevant to your products or services. Using specialized tools, we identify the best-performing search terms that are most likely to generate qualified traffic. This step is crucial to ensuring that your ads appear for the most relevant queries.

Creating attractive ads

Compelling ad copy is essential to grab users' attention and get them to click. We design clear, punchy ads that highlight the benefits of your products or services, with effective calls to action.


Segmentation and targeting

To maximize the effectiveness of your campaigns, we segment your audience according to various demographic and behavioral criteria. This enables us to deliver specific ads to precise market segments, increasing conversion rates.

Budget optimization

We manage and optimize your advertising budget to ensure the best possible return on investment. By constantly monitoring performance, we adjust bids and budget allocations to maximize the effectiveness of every euro spent.

Use of optimized landing pages

Landing pages play a crucial role in the conversion rate of paid ads. We design and optimize specific landing pages for each campaign, ensuring that they are consistent with the ads and offer a fluid, compelling user experience.

Analysis and reporting

We provide detailed reports on the performance of your campaigns. Using tools like Google Analytics and Google Search Console, we analyze data to identify strengths and areas for improvement. These insights enable us to continually refine your campaigns for better results.

A/B testing and continuous fine-tuning

To constantly improve performance, we set up A/B tests on your ads, landing pages and keywords. By testing different variants, we identify the most effective elements and optimize your campaigns accordingly.

Case study: Successful SEO with Pivotal

To illustrate the effectiveness of our SEO approach, let's look at a concrete case study. One of our customers, an online boutique specializing in wellness products, wanted to increase its online sales and visibility. Thanks to our Search Engine Advertising strategy, we were able to achieve impressive results in just a few months.

Background and objectives

The online store was facing stiff competition and was struggling to stand out in search results. Its main objectives were:

  • Increase qualified traffic to the website
  • Improve the conversion rate of visitors into buyers
  • Reduce cost per acquisition (CPA)
  • Increase brand visibility

Results obtained

Thanks to our methodical and strategic approach, we were able to achieve remarkable results for our client:

  • Increase in Qualified Traffic : The site recorded a 150% increase in qualified traffic in just three months.
  • Conversion rate improvement : The conversion rate doubled from 2% to 4%, resulting in a significant increase in sales.
  • Cost-per-acquisition (CPA) reduction : Thanks to constant optimization, the cost per acquisition has been reduced by 30%.
  • Increased Brand Visibility : Advertisements have increased brand awareness, attracting new customers and retaining old ones.

Frequently asked questions about creating a website 

How does Pivotal set up a SEA campaign?

At Pivotal, we start with in-depth keyword research relevant to your products or services. We then create attractive ads, define optimized advertising budgets, and segment the audience for precise targeting. We regularly analyze performance and adjust campaigns accordingly.

What tools do you use to manage SEA campaigns?

We use specialized tools such as Google Ads, Semrush, Google Analytics and Google Search Console to manage, optimize and analyze SEA campaigns. These tools enable us to track performance and identify opportunities for improvement.

What's the difference between paid ads and sponsored links?

Paid ads and sponsored links are essentially the same thing. They appear at the top or bottom of search results and are marked as "Ad" or "Sponsored Link". These links are paid for by advertisers for each click they receive.

How much does a SEA campaign cost?

The cost of an SEA campaign depends on a number of factors, including targeted keywords, competition, daily budget and bids. At Pivotal, we work with you to define a budget tailored to your objectives, and optimize spending to maximize ROI.

How can SEA help my company stand out from the competition?

SEA enables you to position your company immediately at the top of search results, even in highly competitive markets. By targeting specific keywords and creating attractive ads, you can attract users' attention and encourage them to choose your products or services over those of your competitors.

How long does a SEA campaign last?

The duration of an SEA campaign can vary according to your objectives and budget. Some campaigns can be one-off to promote a special offer, while others can be ongoing to maintain constant visibility. At Pivotal, we can advise you on the optimum duration for your needs.


How do you measure the success of a SEA campaign?

We measure the success of an SEA campaign using several key performance indicators (KPIs), such as click-through rate (CTR), cost per click (CPC), conversion rate, return on investment (ROI) and volume of traffic generated. We analyze these metrics to assess campaign effectiveness and make any necessary adjustments.

What are the best times to run SEA ads?

The best times to run SEA ads depend on your target audience and their online behavior. We analyze traffic and conversion data to identify periods of high activity, and adjust ad delivery schedules accordingly to maximize impact.