EdgeAngel, SEA agency.
Data-driven Google Ads & Bing Ads management adapted to the challenges posed by AI and new search behaviors.

Most SEA agencies focus on bid management and surface-level campaign optimization.

At EdgeAngel, we consider SEA as a data-driven acquisition ecosystem, at the intersection of technology, business strategy, and data. Our approach is built on three inseparable pillars:

• The data foundation, with reliable data feeds, first-party tracking and server-side to guarantee the quality of the signal sent to algorithms.
• Financial steering, with management based on POAS, margins, and LTV/CAC rather than ROAS alone.
• Full-funnel strategy, with a clear articulation between growth campaigns and performance campaigns.

This holistic vision allows breaking through classic performance ceilings and transforming SEA into a profit lever, not just a volume driver.

Optimizing an SEA account solely on global ROAS can be misleading. This type of management often favors overexposure to existing customers or conversions that would have happened naturally.

We implement advanced bidding strategies based on:

• Actual gross margin (POAS), not apparent revenue.
• New customer acquisition and LTV/CAC ratio.
• Campaign incrementality measurement.

Through dedicated tests (Causal Impact, Geo-lift), we answer a key question: "What is the value truly created by this advertising budget, beyond standard attribution?". This approach allows allocating SEA investments where they generate net profit.

Signal loss due to adblockers, Safari ITP, and the progressive end of third-party cookies is today one of the main bottlenecks for SEA campaign performance.

A GTM Server-Side implementation allows:

• Making data collection reliable through a first-party domain.
• Sending enriched conversions directly to platform APIs (Enhanced Conversions).
• Improving automated bidding strategy performance by providing a more complete and reliable signal.

Combined with Consent Mode and advanced conversions, server-side is the fuel that allows Google algorithms to operate effectively in a privacy-first environment.

Performance Max and Shopping are only "black boxes" when the signals sent to algorithms are poor or poorly structured. Our role is to take back control.

We intervene on several key levers:

• First-party audience quality and signals sent to Google.
• Advanced product feed optimization (titles, descriptions, attributes, categories).
• Continuous creative asset production (images, videos, copy) to guide AI towards the most profitable audiences.

By combining data, feeds, and creative, we steer algorithms towards your best conversion opportunities instead of letting them run blindly.

We treat SEA and SEO as a single search territory, not as silos. Specifically, we jointly analyze paid and organic performance to identify overlap zones.

Our approach:

• Avoiding unnecessary spend on queries already well covered organically, especially Brand Search where waste is common.
• Protecting strategic keywords where competition bids aggressively and organic coverage alone isn't enough.
• Using SEA as a laboratory: conversion rate data by intent collected through paid inform and prioritize the SEO content strategy.

Our conviction: SEA and SEO are not in competition. Coordinated coverage strengthens presence across the entire search journey, from informational to transactional queries.

The product feed is the foundation of any Shopping and Performance Max strategy. A poorly structured feed mechanically limits visibility and relevance of the ads served by Google.

Shopping algorithms can only recommend what they understand. If your titles are truncated, attributes incomplete, or categories poorly mapped, your products are invisible on the most profitable queries. We optimize every dimension of the feed:

• Enriched titles and descriptions based on actual user queries, not supplier data sheets.
• Critical attributes systematically filled (GTIN, color, size, material, condition).
• Consistency between the feed, landing page, and search intent: a mismatch is penalized by the Shopping Quality Score.

This is foundational work, often underestimated, but it's what separates a catalog that runs profitably from one that burns budget.

Our model adapts to your maturity and needs. We don't believe in captive 12-month contracts with no exit clause.

Three engagement formats:

• Audit and setup: project-based fee to overhaul account structure, tracking, and bidding strategy. Ideal for a diagnosis before committing.
• Monthly management: ongoing support with dedicated senior consultants. Compensation is indexed on the scope managed, with a commitment to means and transparency.
• Consulting and coaching: strategic support for your internal teams or current agency, without operational management.

In all cases: full access to accounts, shared reporting, and freedom to leave if results don't meet expectations. We retain clients through value created, not through contracts.