Online advertising for Quebec B2B companies
Google Ads, Meta and LinkedIn, measured through to the lead.
A campaign is judged on the inquiries it brings in. Before touching the budget, Ephrem verifies that every conversion is counted correctly, then adjusts the ads and the page they lead to.
Book a strategy consultationA wrong number is expensive
Google Ads optimizes against whatever you tell it to count. When an order is counted several times or a conversion stops reporting, the algorithm bids on bad data, and your reports no longer tell you what is working. Tracking comes before anything else.
Google Ads
For reaching the people who are already looking for what you offer. Ephrem reviews the account structure, the queries, the ads and the bids, and cuts what spends without returning anything.
- Audit of the existing account
- Account and campaign structure
- Keyword research and exclusions
- Ad copywriting
- A/B testing of ads and landing pages
- Remarketing
Meta and LinkedIn Ads
For reaching the people who are not searching yet. LinkedIn lets you target by job function and company type, which matters in B2B. Daniel Ringuet, Ephrem's founder, taught LinkedIn Ads at La Fusée in 2022 and 2023.
- Audience definition
- Creation of ads and visuals
- Offers matched to each stage of the decision
- Lead tracking through to the CRM
Tracking and reports
Every action that counts is verified before launch, then compared against your actual sales. The monthly report covers cost per lead and inquiries, not only clicks.
- Conversion tracking setup and verification
- Comparison between Google Ads, Analytics and your sales
- Budget management by campaign
- Monthly performance report
Landing pages
Performance depends as much on the page as on the ad. Ephrem adjusts both at the same time: promise, form, proof and speed.
- Consistency between the ad and the page
- Page design and build
- Short forms
- Conversion and automation after the click
What Ephrem has seen on mandates
A Google Ads campaign for a medical liability lawyer. The campaign led straight to her professional profile page: her bio, her areas of law and a contact form. She received 15 calls in one month from launch, which she considered a very high number in such a narrow area of law.
Conversions counted 4 to 5 times. At an online retail and B2B services company, in September 2026, every order was counted 4 to 5 times in Google Ads. Ephrem brought the tracking back to one conversion per order and reworked the bids. The following month, comparing against the store revealed another break: no purchases counted on 202 clicks, while sales were still coming in.
Step 1: Audit
The account, the conversion tracking and the landing pages, before spending another dollar.
Step 2: Structure
Campaigns, audiences, queries and ads, built around your offers and your margins.
Step 3: Launch
Tracking is tested and the page is ready before the budget starts running.
Step 4: Optimization
Exclusions, bids and ads are adjusted against real inquiries, with a report every month.
Frequently asked questions
How long before results show up?
Traffic arrives within a few days, since it is bought. Judging a campaign takes longer: the algorithm needs to accumulate conversions, and your sales cycle needs time to turn a click into a qualified lead.
What budget should we plan for?
The budget depends on the cost per click in your market, your conversion rate and the value of a client. The consultation is where that calculation gets done for your situation.
Google Ads or LinkedIn Ads?
Google Ads fits when your clients are already searching for your service. LinkedIn Ads fits when you need to reach a specific job function inside a type of company, often at a higher cost per click. The choice depends on your offer and the value of a client.
Does every campaign need a landing page?
Not always. What matters is that the click lands on a page that delivers on the ad's promise, with a simple way to reach you. A dedicated page becomes useful when a specific offer has no good page on your site.
Can you take over an account that is already running?
Yes. The mandate then starts with an audit of the account and the tracking, because the history can contain conversion actions that are obsolete or counted incorrectly.
Further reading
Where to start
In 30 minutes, Ephrem goes through your campaigns, your tracking and the page your ads lead to. You leave knowing which leaks to fix first.