Digital marketing

Digital marketing in one block: Google Ads, SEO and CRM working together

Programmatic Google Ads and SEO: your ads and your pages are built from your data, and your CRM follows every lead through to the sale. Every sale tells your campaigns where to bet, and you see your revenue coming instead of discovering it.

Why everything in one block

Programmatic Google Ads and programmatic SEO share the same principle: generating ads and pages in series from your data (catalogue, areas, services, use cases) rather than writing them one by one. One page per real search, one ad leading to it, and both update when your data changes.

Sold separately, they deprive each other. Advertising tells you within a few weeks which searches turn into customers, while SEO takes months to learn it. SEO, in turn, lets you stop paying for ads where you already rank at the top. And without a CRM, neither knows which lead signed: they optimise clicks instead of sales.

That is why we do not do cherry picking, ads from one provider, SEO from another and the CRM from a third. Each provider optimises its own figure (clicks, rankings, leads) and nobody sees the full path, from search to signature. In one block, a single measure counts: what each channel brings in as sales.

  1. Google search (paid), then Generated ad
  2. Google search (organic), then Organic result
  3. Generated ad , then Programmatic page
  4. Organic result , then Programmatic page
  5. Programmatic page , then CRM record and source

The same search finds your ad or your organic result. Both lead to the same page, generated from your data, and the lead enters the CRM with its source.

  1. New lead , then Ready to buy?
  2. Ready to buy? (ready), then Sales rep alerted
  3. Ready to buy? (unsure), then A person decides
  4. Ready to buy? (to nurture), then Content by email
  5. Content by email (click, visit), then Score updated

A decision model compares each lead with your ideal customer. Sales only calls those who are ready, the others receive content that answers their questions, and every sign of interest updates their score.

  1. Deal moves forward , then Quarter forecast
  2. Deal moves forward (no news), then Stalled deal
  3. Deal moves forward (won), then Sale signed
  4. Quarter forecast , then Management review
  5. Stalled deal , then Sales rep follows up
  6. Sale signed , then Value to Google Ads
  7. Value to Google Ads , then Bids adjusted

Each deal moves from stage to stage. A rule recalculates the quarter’s forecast, a deal with no news triggers a follow-up, and the value of each signed sale goes back to Google Ads, which bets on what sells.

Swipe to follow the diagram

  • Rule, no AI
  • Decision model
  • Language model or agent
  • Person

Connected to your tools

Ad platforms, Search Console and your CRM exchange their data. For a tool missing from this list, we go through its API.

Google Ads Google Search Console Google Analytics Google Merchant Center Google Tag Manager Microsoft Ads Meta Ads Twenty Odoo Dolibarr
HubSpot Shopify Astro n8n Gmail Outlook Looker Studio BigQuery Webhooks et API

The market in figures

What public statistics, research and industry studies measure. Each figure links to its source, and when the author sells consulting or AI, we say so.

27.8%

of French companies paid for advertising on the internet in 2024, against 32.6% across the EU.

Source: Eurostat, 2024 survey on ICT usage in enterprises, data extracted 14 October 2026

Companies with 10 or more people, excluding agriculture, mining and finance (isoc_cismt database).

34.7%

of EU companies that use AI use it for marketing or sales: it is their most common use, ahead of business administration (31%).

Source: Eurostat, 2025 survey on ICT usage in enterprises, data extracted 14 October 2026

Companies with 10 or more people that use AI, excluding agriculture, mining and finance (isoc_eb_ai database).

+50%

more ads per person for teams pairing a human with an AI, with better copy but more uniform content; teams of two humans make better images.

Source: arXiv, Ju and Aral, “Collaborating with AI Agents”, working paper, version 3, 5 February 2026

Experiment with 2,234 randomly assigned participants and 11,024 ads, tested in real conditions on a social network; journal publication not confirmed.

What you gain

Sales you see coming

Your pipeline is tracked stage by stage, with the quarter’s sales forecast. You anticipate a slow month instead of suffering it.

Advertising that bets on what sells

The value of signed sales flows from the CRM back to Google Ads. Bids follow what brings in money, not what gets clicks.

Leads that no longer get lost

A lead not yet ready is not forgotten: they receive, at the right pace, what answers their questions, and sales is alerted when they come back.

Less spend for the same searches

Where your pages already hold the top organic results, the ad is no longer essential. The budget goes to the searches SEO does not hold yet.

Your whole market covered

One page per product, per city or per use case, generated from your data and updated with it. Each one carries real information: nothing hollow, nothing that exposes your site to a Google penalty.

A single measure

Every month, what each channel brought in as leads, deals and sales. No more reports from three providers contradicting each other.

Who it is for

  • Your team of 20 to 500 people sells in a market where customers search on Google before they call.
  • You already pay for advertising, but nobody knows how many sales it brought in.
  • Your catalogue, areas or services are many, and your site does not cover them page by page.
  • Your leads come in then fade for lack of follow-up, and your sales forecasts rely on gut feeling.

What you receive

  • Tracking set up before any spend: every form, call and sale linked to its source.
  • Your Google Ads campaigns generated from your data, and kept up to date with it.
  • Your programmatic pages, one per real search, in one or several languages.
  • The SEO engine that scans your Search Console every day and prepares content for review.
  • Your CRM set up for lead nurturing: lead scoring, content sequences, alerts to sales.
  • The pipeline and its sales forecast, with an alert on every stalled deal.
  • A single monthly report: what each channel brings in, from search to sale.

Prerequisites

We only work on compatible systems: that is what lets us connect advertising, pages and CRM without patchwork. Before we start, you need:

  • A Google Ads account in your name, with administrator access for us.
  • Google Tag Manager, Google Analytics and Search Console in place, or our access to install them.
  • A GDPR-compliant consent banner, connected to Google’s consent mode.
  • A site that accepts generated pages: Astro, a headless CMS, or WordPress and Shopify opened through an API.
  • Your data exportable: catalogue, areas or services in a file, a feed or an API.
  • A CRM opened through an API, or your go-ahead to install Twenty.

How it goes

  1. Tracking

    We link every form, call and sale to its source, before spending the first euro.

  2. Data

    We structure your catalogue, areas or services to generate pages and ads.

  3. Launch

    Campaigns, pages and CRM start together, with the first nurturing sequences.

  4. Management

    Every week, the budget goes to what sells; every month, a report and the sales forecast.

Lead nurturing and pipeline, in plain words

Nurturing a lead

Lead nurturing means guiding a lead who is not yet ready to buy: sending them, at the right moment, what answers their questions, rather than chasing them for nothing or forgetting them.

A score rather than a hunch

Each lead gets a score based on who they are and what they do: pages viewed, emails opened, a price request. Above a threshold set with you, sales is alerted.

Content already written

The sequences reuse the pages and articles produced for SEO: the work done for Google also convinces those who already know you.

The pipeline, to forecast

Each deal moves from stage to stage, each with its probability of closing. Their sum gives the quarter’s forecast, and a deal with no news for too long triggers an alert.

Frequently asked questions

Why not buy only the advertising, or only the SEO?

You can, but you pay for data you do not use. Advertising quickly finds the searches that sell, SEO then holds them without paying for each click, and the CRM says which ones actually signed. Apart, each works blind on half of the path.

Is programmatic SEO not mass content that Google penalises?

Not when each page carries real data and answers a real search. Google penalises pages produced to manipulate rankings, not those that serve useful information. If needed, we generate fewer pages, and every template is reviewed before publication.

Do we need to change CRM?

Not necessarily. If yours opens through an API, we connect it. Otherwise, we install Twenty, or Dolibarr and Odoo when more is needed, as in our CRM offer.

When do we see results?

Advertising gives its first signals within a few weeks, once tracking is in place. SEO is counted in months. The sales forecast becomes reliable when enough deals have gone through the pipeline, and we tell you when that is the case.

Why not a Google Ads automation tool at €100 a month?

Because it is not the same job. Such a tool analyses an existing account and suggests adjustments, which someone still has to approve. It does not set up sales tracking, generate your pages, connect your CRM or forecast your sales. We deliver the whole system and run it, and we use those tools when they save us time.

What about Microsoft Ads or Meta?

They are added when your customers are there. Google remains the starting point, because that is where your customers express their need by searching for it.

Rarely just one service. Most of our clients combine several: build your cart and ask for a bundled quote, a set of services gets a better price.

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