{"id":17307,"date":"2025-12-01T15:10:56","date_gmt":"2025-12-01T15:10:56","guid":{"rendered":"https:\/\/donutzdigital.com\/?post_type=case_studies&p=17307"},"modified":"2025-12-01T15:11:44","modified_gmt":"2025-12-01T15:11:44","slug":"givers-leads-qualifies-google-ads","status":"publish","type":"case_studies","link":"https:\/\/donutzdigital.com\/fr\/case_studies\/givers-leads-qualifies-google-ads\/","title":{"rendered":"Case Study Givers : multiplier par 6,4 ses leads qualifi\u00e9s sur Google Ads"},"content":{"rendered":"\n

Client & Contexte<\/strong><\/h2>\n\n\n\n

Givers est une start-up am\u00e9ricaine du secteur de la sant\u00e9, qui accompagne les aidants familiaux \u00e0 b\u00e9n\u00e9ficier de programmes d\u00e9di\u00e9s. Pour soutenir son d\u00e9veloppement, l\u2019entreprise devait augmenter significativement le volume de leads qualifi\u00e9s r\u00e9ellement \u00e9ligibles \u00e0 ce type de programme.<\/p>\n\n\n\n

Apr\u00e8s plusieurs mois d\u2019accompagnement, un constat appara\u00eet clairement : si le volume de leads semblait satisfaisant, leur qualit\u00e9, et donc leur valeur r\u00e9elle pour l\u2019entreprise, restait insuffisante pour soutenir la croissance ambitieuse de Givers.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Le Challenge<\/strong><\/h2>\n\n\n\n

Avant toute optimisation, Givers g\u00e9n\u00e9rait d\u00e9j\u00e0 un flux important de leads, mais seuls une petite partie se r\u00e9v\u00e9lait v\u00e9ritablement qualifi\u00e9e. Le c\u0153ur du probl\u00e8me se situait dans la m\u00e9canique d\u2019optimisation : Google Ads se basait principalement sur des conversions superficielles, comme la simple soumission d\u2019un formulaire, un signal beaucoup trop faible pour refl\u00e9ter l\u2019\u00e9ligibilit\u00e9 r\u00e9elle recherch\u00e9e.<\/p>\n\n\n\n

R\u00e9sultat : un CPL conforme, mais une performance globale tr\u00e8s en dessous des attentes. Sans int\u00e9gration de la donn\u00e9e CRM, l\u2019algorithme n\u2019avait tout simplement pas les moyens d\u2019apprendre, ni de comprendre, ce qui caract\u00e9risait un lead de r\u00e9elle valeur.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Notre strat\u00e9gie<\/strong><\/h2>\n\n\n\n

La priorit\u00e9 a \u00e9t\u00e9 de r\u00e9aligner enti\u00e8rement Google Ads avec la valeur business, en fournissant \u00e0 l’algorithme un signal clair, propre et directement li\u00e9 \u00e0 l\u2019objectif final : l\u2019\u00e9ligibilit\u00e9.<\/p>\n\n\n\n

Nous avons ainsi restructur\u00e9 la logique d\u2019optimisation autour des donn\u00e9es CRM pour permettre au moteur d\u2019ench\u00e8res de reconna\u00eetre, puis de privil\u00e9gier les profils pr\u00e9sentant la plus forte probabilit\u00e9 d\u2019\u00eatre qualifi\u00e9s.<\/p>\n\n\n\n

En clarifiant les signaux, en supprimant les conversions parasites et en basculant vers des strat\u00e9gies d\u2019ench\u00e8res orient\u00e9es valeur, l\u2019algorithme a pu r\u00e9apprendre progressivement gr\u00e2ce aux donn\u00e9es qualifi\u00e9es import\u00e9es depuis le CRM. Cette \u00e9tape a \u00e9t\u00e9 d\u00e9terminante pour am\u00e9liorer la pr\u00e9cision du ciblage et renforcer la performance globale.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Les actions<\/strong><\/h2>\n\n\n\n

Int\u00e9gration de la donn\u00e9e CRM<\/strong><\/h3>\n\n\n\n
    \n
  • Import structur\u00e9 et syst\u00e9matique des leads qualifi\u00e9s directement dans Google Ads.<\/li>\n\n\n\n
  • Synchronisation hebdomadaire via GCLID pour garantir une donn\u00e9e fiable, fra\u00eeche et exploitable.<\/li>\n<\/ul>\n\n\n\n

    R\u00e9orientation des campagnes<\/strong><\/h3>\n\n\n\n
      \n
    • Priorisation progressive de la conversion \u00e0 forte valeur : le lead qualifi\u00e9 comme unique signal central.<\/li>\n\n\n\n
    • Simplification de la structure de conversion, suppression des signaux pr\u00e9c\u00e9dents afin de r\u00e9duire le bruit.<\/li>\n\n\n\n
    • Passage \u00e0 une strat\u00e9gie d\u2019ench\u00e8res orient\u00e9e valeur (tROAS), totalement align\u00e9e sur la qualit\u00e9 plut\u00f4t que sur le volume.<\/li>\n<\/ul>\n\n\n\n

      <\/p>\n\n\n\n

      R\u00e9sultats<\/strong><\/h2>\n\n\n\n

      En seulement six mois, les performances de Givers ont connu une transformation radicale :<\/p>\n\n\n\n

        \n
      • Le volume de leads qualifi\u00e9s a \u00e9t\u00e9 multipli\u00e9 par 6,4, soit +540 %.<\/strong><\/li>\n\n\n\n
      • Le CPL du lead qualifi\u00e9 a significativement baiss\u00e9<\/strong>, permettant d\u2019augmenter l\u2019acquisition \u00e0 moindre co\u00fbt.<\/li>\n\n\n\n
      • Le taux d\u2019\u00e9ligibilit\u00e9 s\u2019est nettement am\u00e9lior\u00e9<\/strong>, gr\u00e2ce \u00e0 l\u2019alignement parfait entre les signaux de conversion et la valeur r\u00e9elle recherch\u00e9e.<\/li>\n<\/ul>\n\n\n\n
        \"Leads<\/figure>\n\n\n\n

        <\/p>\n\n\n\n

        Impact business imm\u00e9diat : davantage d\u2019aidants r\u00e9ellement \u00e9ligibles int\u00e9gr\u00e9s au programme, une acquisition plus pr\u00e9visible, plus fiable et plus scalable.<\/p>\n\n\n\n

        En lead generation, l\u2019import CRM reste le levier num\u00e9ro un pour transformer Google Ads en un v\u00e9ritable g\u00e9n\u00e9rateur de valeur<\/strong>, plut\u00f4t qu’en simple producteur de volume.<\/p>\n\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"

        D\u00e9couvrez comment Givers a multipli\u00e9 par 6,4 ses leads qualifi\u00e9s en recentrant Google Ads sur la valeur business gr\u00e2ce \u00e0 l\u2019int\u00e9gration CRM.<\/p>\n","protected":false},"featured_media":17309,"template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[119,76],"tags":[],"white_paper_industries":[],"class_list":["post-17307","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","category-etude-de-cas","category-google-ads-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/17307","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":1,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/17307\/revisions"}],"predecessor-version":[{"id":17310,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/17307\/revisions\/17310"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/17309"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=17307"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=17307"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=17307"},{"taxonomy":"white_paper_industries","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/white_paper_industries?post=17307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}