Cathena
First Google Ads campaign for a pan-African ERP integrator
320 $ Budget invested
- Advertising
Services
Ad Marketing
We build and run your Google Ads and paid social campaigns, from the choice of keywords to conversion tracking.
The problem we solve
Most of the companies we work with have never advertised online. Acquisition runs on word of mouth: it works up to a point, then it stops growing. When a first campaign does get launched, it is usually a boosted post, with no landing page built to convert and no tracking installed. Money leaves, a few clicks arrive, and nobody can say what they were worth.
We work with SME budgets, not major-advertiser budgets, and we say so plainly: the job is to put a limited amount where buying intent is strongest, then correct it against the numbers. For Cathena, a pan-African ERP integrator, a first Google Search campaign of $320 produced 16,900 impressions, 975 clicks at $0.33 per click, a 2.9% CTR and 20 conversions. At that scale every wasted keyword is visible — which is the point: no budget is big enough to hide a mistake.
What you receive
Campaign plan and keyword list
The ad groups, the keywords kept, the keywords excluded and the budget assigned to each, in a document you keep.
Ad copy, written and tested
Headlines, descriptions and extensions written in French, and in English if your market calls for it, with at least two versions per ad group so they can be compared.
Landing page aligned with the ad
A page that repeats the promise made in the ad and asks for one action only, built with you or fixed on your existing site.
Conversion tracking, installed
Google Tag Manager and Google Analytics configured, with a written definition of what counts as a conversion and what does not.
Monthly report with the numbers
Spend, impressions, clicks, CPC, CTR, conversions and cost per conversion, followed by what we conclude and what we change next month.
Ad accounts in your name
The Google Ads account and the social ad accounts are created under your ownership: the history and the access stay with you if we stop working together.
How we work
01
Define what a conversion is
We decide with you what counts: a completed form, a call, a demo request. Everything that follows depends on that definition, including what the numbers mean when you read them at the end.
02
Find the searches that express it
From that definition, we look for the keywords typed by people ready to buy, and set aside the ones that look like demand without being it. Keyword research done without a precise goal produces volume, not customers.
03
Align the page and set up tracking
The keywords we keep dictate what the landing page has to say. We align it, then install tracking before the first spend — installed afterwards, it cannot recover the data already lost.
04
Launch small to get data
We launch on a reduced budget over a short period. The goal at this stage is not the result: it is to learn which keywords convert and which spend the budget without producing anything.
05
Cut, rewrite, reallocate
With that data, we cut what does not convert, rewrite the weak ads and move budget to what works. This is the stage where CPC falls and CTR rises — not the launch.
Related work
See all work