google partner certified SEM specialists


At BOFU, we understand that online advertising is a key part of your business success. That's why we take a strategic approach to every Google Adwords campaign we manage. We work closely with you to understand your business objectives, target audience and competitors. Using this information, we develop a personalized advertising strategy that will maximize your visibility, conversions and ROI.

One of BOFU's major strengths is our ability to quickly execute Google Adwords campaigns. We understand that time is precious and you want concrete results as quickly as possible. Our responsive and experienced team implements your campaigns effectively and efficiently, ensuring your ads are delivered quickly to capture the attention of your target audience at the right time.

Strong performance is at the heart of our approach. We are committed to achieving tangible results for your business through our Google Adwords campaigns. By carefully monitoring performance, making regular adjustments and optimizing campaigns in real time, we maximize your ROI and ensure every dollar of your advertising budget is used wisely and profitably.

Concrete, fast and measured results

The advantages of using our Google Adwords Agency in Montreal

Our Google Adwords agency, certified Google Partner, offers you a complete range of services to maximize your online advertising results:

Creation of your campaigns by experienced professionals

Benefit from the expertise of our Google Partners certified Google Adwords specialists. We create personalized ads that maximize the return on your advertising investment.

Access to advanced tracking tools

Our experts use advanced monitoring and analysis tools to provide you with valuable insights into the performance of your campaigns. You can monitor the impact of your advertising strategy live.

Complete management of your ads from A to Z

A dedicated Google Adwords campaign manager takes care of every step, from launching to monitoring your ads. This saves you valuable time and allows you to focus on other aspects of your business.

Optimizing your advertising budget

We reduce advertising costs through constant optimization of your Google Adwords campaigns. Every dollar of your advertising budget is leveraged to bring you a positive return on investment.

Constant improvement of your campaigns

Our Google Adwords agency constantly analyzes the performance of your ads and makes the necessary adjustments to improve their effectiveness. You benefit from continuous optimization for ever better results.

Support and training

In addition to the creation and daily management of your Google Adwords campaigns, we offer training to monitor your performance and master the Google advertising platform yourself.

Trust our Google Adwords Agency in Montreal to maximize your online advertising success.

Our team of dedicated experts will implement a personalized strategy, adapted to your budget and your objectives, in order to position your business in the first search results and reach your prospects at the moment they are ready to consume your products or services.

Contact our Google Adwords Agency now for a free consultation and find out how we can help you increase your online sales, generate more leads and improve the visibility of your business on the web using Google Adwords.

Maximize your online advertising success

Why use a Google Adwords advertising agency?

Are you looking for an agency specializing in Google Adwords to optimize your online advertising strategy? Our Google Adwords Agency in Montreal is here to help you achieve your objectives and obtain remarkable results.

A Google Ads agency has the expertise and knowledge to take full advantage of Google's powerful advertising platform. Our certified Google Ads specialists are experts who are passionate about the latest AdWords trends and can answer all your questions, including:

  • How can I compete with my competitors on search engines today?
  • How can I position my business among the first results in Google searches immediately?
  • Which keywords should I target with my Google advertising to reach the right visitors?
  • How to set up a profitable Google Ads campaign?
  • What budget should I allocate to my Google Ads advertising to achieve my objectives?
  • How do I measure and optimize the impact of my Google Adwords campaigns?
  • How to create a Google My Business ad?

Searches, ads and apps

basis of a Google advertising structure

1. Types of Google Adwords advertising campaigns

It's important to choose the type of campaign that best suits your goals and target audience. By working with a specialist Google Adwords agency, you can get personalized recommendations and expert management of your campaigns to maximize their effectiveness.

Research campaigns

These campaigns serve text ads on Google search results. They are based on specific keywords and make it possible to target users who are looking for products or services related to these keywords. For example, if you run an online shoe store, you can create a search campaign to target users who search for terms like "running shoes" or "women's shoes."

Shopping Campaigns

These campaigns are intended for e-commerce sites and display ads containing product images, along with information such as price and product name. They are ideal for online retailers who want to promote specific products. For example, if you sell children's clothing, you can create a Shopping campaign to showcase your latest children's clothing designs with relevant images and details.

Display campaigns

These campaigns serve display ads on Google partner websites, such as blogs, news sites, and forums. They offer extensive visibility and reach a wide audience. For example, if you own a travel agency, you can create a Display campaign to display attractive ads on popular travel websites, catching the attention of users interested in travel.

Video campaigns

These campaigns serve video ads on YouTube and other partner sites. They help tell a visual story and engage users in an immersive way. For example, if you are launching a new electronic product, you can create a video campaign to showcase your product's features and benefits, thereby capturing viewers' attention.

Maximum Performance

This new category of Google Ads campaigns is designed to maximize advertising performance across different digital channels. It uses smart bidding strategies to maximize your return on investment. Performance Max ads can show on Google Search, YouTube, Gmail, and the Display Network. For example, if you're a professional services company, you can create a Performance Max campaign to deliver ads tailored to each channel, reaching a wide audience with specific messages.

App campaigns

These campaigns are specifically designed to promote mobile apps. They serve ads on the Google Search Network, Display Network, YouTube, and even on the Google Play Store. The main goal of app campaigns is to get users to download and install your app. For example, if you have developed a fitness app, you can create an app campaign to target users interested in fitness and encourage them to download your app from Google Play Store.

2. Campaign objective

Configure your campaign objective according to your needs:

  • Online purchase
  • Phone calls
  • Contact form fills
  • Page Views
  • Page Reads
  • Downloading an app

Here are the different types of Google Adwords campaign objectives:

  1. Conversions objective: This objective aims to encourage users to take a specific action on your website, such as a purchase, registration or downloading an application.
  2. Lead generation objective: The objective is to collect valuable contact information from users interested in your products or services, through contact forms or phone calls.
  3. Website Traffic Goal: The goal is to attract as many qualified visitors to your website as possible, by increasing the number of clicks on your ads and directing traffic to specific pages.
  4. Brand Awareness Goal: The goal is to increase visibility and recognition of your brand, making your ads reach a wide audience and driving engagement with your content.
  5. Video Engagement Goal: This goal focuses on promoting video ads, encouraging users to view, interact, and engage with your video content on platforms like YouTube.
  6. Store visits objective: The objective is to drive traffic and visits to your physical stores by targeting users located nearby and providing them with relevant information, such as opening hours and directions.
  7. App Install Objective: This objective aims to encourage users to download and install your mobile application from platforms such as Google Play Store or Apple App Store.
  8. Customer Retention Objective: The objective is to promote special offers or loyalty programs to entice existing customers to return and make repeat purchases.

It's important to choose the campaign objective that best matches your business goals to maximize the performance of your Google Ads campaign.

3. Defining the audience

Choose an audience relevant to your industry. We analyze in depth the geographic targeting criteria and the characteristics of your target audience for our Google Adwords campaigns.

4. Investment proposal

Our Google Adwords agency offers you a campaign structure and a detailed investment proposal during our analysis and strategy development process.

5. Creating Ads

Once validated, our AdWords experts proceed to create your Google Adwords campaigns, optimizing your advertising placements to obtain the best results.

6. Monitoring and optimizing your campaign

Track the impact of your advertising strategy via a personalized dashboard. Our experts regularly optimize your campaign based on your performance.

7. Expected results & reporting

Our Google Adwords specialists provide you with an overview of performance through tables generated by Google Looker studio which talk about the following main KPIs:


ROI (Return on Investment) in the context of Google Ads measures the effectiveness of an online advertising campaign by comparing the net income generated to the expenses incurred. It allows you to assess the profitability and success of an advertising strategy on the platform.

ROAS (return on ad spend)

ROAS measures the revenue generated for every dollar spent on advertising. This is a key indicator for evaluating the effectiveness of your campaigns in terms of profitability.

CTR (click-through rate):

CTR measures the percentage of people who clicked on your ad compared to the number of impressions. A high CTR indicates that your ad is relevant to users.

CPC (cost per click)

CPC represents the average cost you pay each time a user clicks on your ad. It is important to monitor CPC to optimize your advertising budget.

Conversion cost

This KPI measures the average cost to get a conversion, whether it's a purchase, signup, or other desired action. It allows you to calculate the return on investment of your campaigns.

Conversion rate

The conversion rate indicates the percentage of visitors who took a desired action after clicking on your ad. It measures how effective your campaign is in getting users to take action.

Number of conversions

This KPI counts the total number of conversions achieved through your campaign. It allows you to quantify the results obtained.

Lost shared impression (IS Lost Share)

This metric measures the share of impressions you could have gotten but lost due to factors like lower bids or poor ad quality. It helps you identify missed opportunities.

Bounce rate and time on page

The bounce rate assesses whether visitors leave your site after just one page, indicating the relevance and quality of the landing page. By also analyzing the time spent, we can measure the engagement of prospects to assess the effectiveness of our content, advertising and audience.

Landing Page Quality and Quality Score

The quality of your landing page impacts your ad rank and cost per click. The Quality Score assesses the relevance of your ad, landing page, and keywords. A high score improves your ad position and lowers the cost per click.

Google Ads Frequently Asked Questions

Here are all the most frequently asked questions that our customers and prospects ask us


Google Ads is an online advertising solution offered by Google to businesses to promote their products and services on Google Search, YouTube and other websites. Previously called Google AdWords and Google AdWords Express, Google Ads allows advertisers to select specific goals for their ads, such as driving more phone calls or visits to their website. Advertisers can also customize their budgets and targeting, and stop or restart their ads at any time.

The Google Ads auction system allows advertisers to bid for display of their ads based on target keywords and placements. The highest bid for a given keyword and specific placement will win the ad display for that search or placement.

PPC (Pay-Per-Click) marketing is a form of online advertising where advertisers pay each time a user clicks on their ad. Ads are displayed on search results, social networks, websites, etc. PPC campaigns are often managed through advertising platforms such as Google Ads, Facebook Ads, LinkedIn Ads, etc.

The benefits of using Google Ads for online advertising include the ability to reach a targeted audience, control your advertising costs, track your campaign performance in real time, and customize your ads for different types of ads. devices and advertising channels.

Ad Rank is a score that determines your ad's position on search engine results pages (SERPs). It is calculated based on different factors such as your bid amount, quality of your ad and landing page, expected click-through rate, etc.

To create a successful Google Ads campaign, it's important to start by defining your advertising goals and your target audience. Then choose the right keywords for your ads, create relevant and engaging ads, and make sure your landing page is relevant to your ad. Finally, monitor your campaign's performance and make any necessary adjustments to improve results.


It is recommended to create at least three quality ads for each ad group, with a precise structure to optimize the relevance of the ads and integrate as many keywords as possible in the titles of the ads. It is also important to use RSA ads (responsive search ads) and to select the option "Optimize rotation: prefer the best performing ads".

To track and analyze the performance of your Google Ads campaigns, use Google Ads built-in tracking tools to monitor clicks, impressions, conversion rate, and ROI. Also use third-party analytics tools for a more complete overview of your advertising performance.

To effectively target your audience on Google Ads, use demographic and geographic data to define your target audience. Also use targeted keywords to reach people who are actively searching for your products or services, and use advanced targeting options, such as remarketing and interest-based targeting, to reach more specific audiences.

A negative keyword is a search term that you exclude from your ad campaign. This helps ensure that your ad won't appear when users search for that term. Negative keywords are often used to avoid costly clicks on search terms that aren't relevant to your business.

Types of campaigns

  • Search Network Campaigns: These ads are usually in text format and appear on Google search results pages when someone searches for a product or service similar to yours.
  • Display Network campaigns: These ads are usually image-based and can appear on websites or apps that your customers access.
  • Video campaigns: These video ads are typically 6 or 15 seconds long and appear just before or while the user is watching a video on YouTube.
  • Shopping Campaigns: These ads allow online merchants to promote their products directly on Google, displaying images, titles and prices of their products on Google search results pages.
  • Max Performance: This campaign displays your ad across multiple Google advertising channels, such as the Search Network, Display Network, YouTube, and Discover, to reach the greatest number of potential customers.
  • App campaigns: These ads promote your app on the Google Play Store or Google Search Network.

When it comes to payment models, Google Ads offers several options, including:

  • Cost per click (CPC) or pay per click (PPC): You only pay if someone clicks on your ad.
  • Cost per impression: Payment is based on the number of times your ad was shown, regardless of whether the user clicked on it or not.
  • Cost per engagement: You pay each time a user completes a predefined action, such as watching a video ad.

What are the benefits of Google Ads Smart Campaigns for businesses?

Google Ads Smart Campaigns use technology to automatically monitor and improve your ads over time, which can help businesses achieve optimal results in the first month. Benefits of these campaigns include automatic bid optimization, personalized ads, multi-channel delivery, and real-time performance analysis. However, the exact timeframe for achieving optimal results depends on factors such as ad copy and local competition.


Advertising costs on Google Ads vary depending on many factors, including the keywords you choose, your maximum bid, the quality of your ad, and the competition for those keywords. There is no fixed cost for Google Ads advertisements. You can set your own daily budget and bids, based on your advertising goals.

There is no minimum budget for Google Ads advertisements. You can set your own daily budget based on your advertising goals. However, it's important to keep in mind that the more you're willing to spend, the more likely you are to achieve your advertising goals.

Billing on Google Ads is based on a pay-per-click (PPC) system. You only pay when someone clicks on your ad. You can set a maximum daily budget for your ads and the amount you're willing to pay for each click on your ad. Google charges your account each time your daily budget is reached or at the end of each month, whichever comes first.

Other than ad click costs, there are no additional costs associated with Google Ads. However, it's important to keep in mind that to get good results, you might need to spend some money on creating quality ads and optimizing your ad campaign. You may also consider working with a digital marketing professional to help you maximize the results of your advertising campaign.

The best budget strategy for your Google Ads campaigns will depend on your business goals and business model. That said, here are some budget strategy options you can consider:

  1. Daily budget: You set a maximum amount you're willing to spend on your ad campaigns each day. Google Ads automatically distributes your daily budget evenly across the day.
  2. Target bid strategy: You set the maximum cost-per-click (CPC) you're willing to pay for each click on your ad. Google Ads then adjusts your bids based on that goal and the competition for the keywords you're targeting.
  3. Target CPA strategy: You set the maximum cost per acquisition (CPA) you're willing to pay for each conversion (e.g. sale, signup, or enquiry). Google Ads then adjusts your bids to maximize the number of conversions you get while meeting your CPA goal.
  4. Target return on ad spend (ROAS) strategy: You define the return on ad spend (ROAS) you want to achieve (for example, for every $1 spent, you want to generate $2 in revenue). Google Ads then adjusts your bids to maximize the ROI of your campaigns.

It is important to note that the choice of budget strategy will depend on your objectives and the characteristics of your business, as well as the competition for the keywords you are targeting. It's also important to regularly monitor and adjust your campaigns to optimize your budget and get the best possible results.

Google Ads uses an auction system to determine the cost of each click on an ad and to determine whether the ad appears in search results. Bids can vary based on many factors, such as how much your competitors are willing to pay for similar clicks, your ad's performance history, the level of competition for particular keywords, and more.

This means that while you can set a daily and monthly budget for your campaign, there's no guarantee that you won't spend more than that budget. There are two main situations where Google Ads can exceed your budget:

  1. Spending above daily budget: Google Ads can spend more than your daily budget, but will never spend more than 2 times the daily budget multiplied by the number of days in the month. For example, if you have a daily budget of $50, Google Ads can spend up to $100 in a day, but will never spend more than $1,500 (30 days x 2 x $50) in total for the month.

This happens because Google Ads adjusts daily spend based on fluctuations in keyword demand and bid, so some days may be more expensive than others, but the costs may be offset on subsequent days.

  1. Spending above monthly budget: Google Ads may be spending more than your monthly budget if you have higher-than-expected cost days and reach your full monthly budget earlier than expected. In this case, Google Ads may continue to serve your ads and charge you additional fees until the end of the month.

To avoid going over your budget, it's important to regularly monitor your campaign's performance and set bids based on your available budget. You can also set cost-per-click (CPC) limits or bid strategies to help you keep costs under control.

Google Ads Agency

  1. Expertise: Google Ads agencies have qualified experts who have extensive experience with Google Ads advertising campaigns. They can help you build an effective strategy based on your business goals and budget, as well as improve your ad relevance, keyword quality, and website conversion rate.
  2. Save time and effort: Running a Google Ads ad campaign can be time-consuming and effort-intensive. By using an agency, you can focus on your core business and let the professionals take care of managing your advertising campaigns.
  3. Maximizing advertising budget: Google Ads agencies can help you maximize the effectiveness of your advertising budget by using optimization techniques to get a better return on investment (ROI). They can also track the results of your advertising campaigns in real time and adjust strategies accordingly to maximize results.
  4. Access to advanced tools and technologies: Google Ads agencies have access to advanced tools and technologies to improve the management and optimization of advertising campaigns, such as performance monitoring tools, data analysis software and remarketing technologies.

In summary, using a Google Ads agency can help you maximize the results of your advertising campaigns, save time and effort, and use advanced tools and technologies to optimize your advertising budget.

Choosing a Google Ads agency can be a difficult task, as there are many agencies offering similar services. Here are some tips to help you choose the right Google Ads agency for your needs:

  1. Check their experience and certifications: Make sure the agency has a proven track record of managing Google Ads advertising campaigns and has relevant certifications such as Google Ads Partner certifications. Agencies that have certifications prove that they have undergone extensive training and have the skills necessary to effectively manage Google Ads advertising campaigns.
  2. Ask for references and testimonials: Ask the agency to provide you with references from previous clients and testimonials to get an idea of ​​their experience and success in managing ad campaigns.
  3. Evaluate their work process: ask the agency to explain their work process for managing ad campaigns. Make sure they have a clear and consistent way to manage ad campaigns and use advanced tools to track and optimize performance.
  4. Understand their expertise and specialization: Each agency may have a particular expertise or specialization. Make sure the agency you choose has the expertise and specialization needed to manage your ad campaigns, based on your goals and industry.
  5. Assess their communication and transparency: Make sure the agency has clear and transparent communication throughout the ad campaign management process. They should be able to clearly explain their strategy and results to you, as well as provide regular performance reports.
  6. Assess their availability and flexibility: make sure the agency is available to answer your questions and resolve any issues that may arise. Also, make sure they are flexible and able to adapt to your needs and constraints.

By following these tips, you can find a Google Ads agency that suits your needs and can help you get better results from your Google Ads advertising campaigns.

Using a Google Ads Partner agency can be advantageous for several reasons:

  1. Deep Expertise: Google Ads Partner agencies have been trained and accredited by Google, which means they have deep expertise in online advertising best practices and the latest Google algorithm updates.
  2. Access to advanced features: Google Ads Partner agencies have access to advanced features of the Google Ads advertising platform, such as remarketing, retargeting, location targeting and ad personalization features.
  3. Performance tracking: Google Ads Partner agencies have access to advanced performance tracking tools that allow them to monitor the performance of your ad campaigns in real time and optimize bids and strategies to maximize results.
  4. Save time and effort: Google Ads Partner agencies can take over the management of your ad campaigns, allowing you to focus on your core business and save time and effort.
  5. Access to premium resources and support: Google Ads Partner agencies have access to premium training resources, technical assistance, and support from Google, allowing them to resolve issues quickly. problems and ensure the success of your advertising campaigns.

In summary, using a Google Ads Partner agency can provide you with increased expertise, access to advanced features, improved performance tracking, savings in time and effort, and access to resources and superior support to ensure the success of your advertising campaigns.

Yes, you can manage a Google Ads campaign yourself, but it will depend on your skill level and knowledge of online advertising and the particular Google Ads platform.

Google Ads is a powerful advertising platform that offers a wide variety of targeting and setting options. Although it can be relatively easy to use, the success of your campaign will depend on how you set it up and manage it.

If you have experience with online advertising and a good understanding of Google Ads fundamentals, then you might want to consider doing it yourself. However, if you are new to the field or unsure of your skills, it may be best to hire a qualified professional to help you set up and manage your campaign.

Either way, it's important to thoroughly research online advertising strategies and best practices, and understand Google Ads metrics before launching a campaign to maximize your return on investment.


Our Process

appel-exploratoire-bofu-Bofu Agence Marketing


Our process always begins with a phone call, a virtual meeting or a face-to-face meeting. We want to take the time to get to know you and learn more about your business, its needs and its goals.

This will allow us to identify the value we can bring to it.


What our customers say about us

I've had my best season in company history year after year for 3 years now! I sold my snow removal business and thanks to Bofu's marketing know-how, I can focus on my specialty: hydroseeding. Thanks guys!

Pierre-Luc Beaulne, President at Hydro-Pro Seeding