Acquisition: search, advertising, social
Your customers no longer look in the same place depending on what they want. One single logic: be present when the need appears, on the platform where it appears, without wasting budget.
Organic search: content, technical work and authority, built to last
Search advertising: Google Ads and Microsoft Ads, steered on cost per acquisition
Social advertising: Meta, TikTok, Pinterest, LinkedIn, chosen by audience
Intent research, keyword plans and creative angles
Continuous arbitrage between platforms, and between organic and paid
Your customers are searching, but no longer in the same place depending on what they want. A precise intent still goes through a search engine. A desire is born in front of a TikTok video or a Pinterest pin. A business purchase is decided after several passes on LinkedIn. The question stays the same: do they find you at the moment the need appears?
Reducing acquisition to Google is the most common mistake, and the most expensive. Google captures demand that already exists. Social platforms create demand before it is even formulated. They are not competitors, they are two different moments in the same journey.
The platforms we run
| Platform | What it actually buys | When it is relevant |
|---|---|---|
| Organic search | Duration: a position won keeps producing without budget | Always, but the effect is measured in months |
| Google Ads | Immediacy, on demand that is already formulated | Short-term revenue needs, a market actively searching |
| Microsoft Ads (Bing) | The same need, often at a lower cost per click | Business audiences and older users, alongside Google |
| Meta (Facebook, Instagram) | Attention and retargeting across a broad audience | Fast-decision, visual products, and recovering visitors |
| TikTok | Discovery: demand is created, not captured | Younger audiences, products that demonstrate well on video |
| Early intent, on projects being prepared | Interiors, fashion, weddings, DIY, long seasonality | |
| Targeting by job title and company, expensive but precise | B2B sales with long cycles and high order values |
Our approach
- Intent research. We start from real queries and behaviours: what your customers type, what they watch, and at which stage of their decision.
- Choosing platforms. We never switch on six at once. We start where your audience already is, and widen once the first ones are profitable.
- Organic search built to last. Technical work, content and authority together, with the new requirement of being cited by generative engines rather than merely ranked.
- Advertising steered on cost per acquisition. Search and social structured and optimised on cost per conversion, never on clicks or impressions.
- Continuous arbitrage. Every month we move budget towards what pays, which presupposes reliable measurement upstream. That trade-off has a calendar counterpart people neglect: deciding in advance which peaks deserve a real discount, and protecting the thirty days before them so you do not damage your reference price. We publish the retail calendar for Europe, the United States and Australia, with the date from which a promotion costs you discount points on the day itself.
The mistake to avoid Comparing cost per click across platforms. A TikTok click and a Google Ads click do not buy the same thing: one captures a discovery, the other a decision. The only comparison that means anything is the cost of acquiring a customer, measured over the real length of your sales cycle.
What you get
- A visibility audit, organic and paid, with priorities ranked by impact.
- A keyword and creative angle plan grounded in real intent.
- Structured campaigns on each platform retained, followed on cost per acquisition.
- One dashboard that compares platforms on the same rule, rather than six interfaces contradicting each other.
Who is it for?
For sites invisible in results, for those entirely dependent on paid who want to build an organic base, and above all for those who put their whole budget on one platform and discover how fragile that is the day its cost rises.
Frequently asked questions
Do we need to be on every platform?
No, and that is the surest way to succeed nowhere. Two platforms run well beat six skimmed over. We widen once the first ones are profitable and measurement keeps up.
Organic search or advertising first?
Often both, but not for the same reason. Advertising brings traffic straight away while organic search builds over several months. We balance the two against your cash flow urgency and your horizon.
Is Bing still worth it in 2026?
For some audiences, yes. Volume is far below Google, but so is cost per click, and business users are over-represented. It is a complement worth testing, not a foundation.
How do we know which platform really pays?
By comparing attributable revenue to real cost, over the same period and with the same attribution rule. That is impossible if measurement is broken, which happens more often than people think. It is the first thing we check.