{"id":5517,"date":"2026-03-17T11:00:00","date_gmt":"2026-03-17T10:00:00","guid":{"rendered":"https:\/\/digitalised.io\/?p=5517"},"modified":"2026-03-30T16:00:04","modified_gmt":"2026-03-30T14:00:04","slug":"google-ads-agency-paris-guide-2026","status":"publish","type":"post","link":"https:\/\/digitalised.io\/en\/google-ads-agency-paris-guide-2026\/","title":{"rendered":"Google Ads Paris agency: choose, manage, monetize (2026)"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"5517\" class=\"elementor elementor-5517\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3127bf0a e-flex e-con-boxed e-con e-parent\" data-id=\"3127bf0a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7a9f801 elementor-widget elementor-widget-text-editor\" data-id=\"7a9f801\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<article style=\"max-width: 780px; margin: 0 auto; font-family: 'Plus Jakarta Sans',Inter,sans-serif; color: #68697a; font-size: 17px; line-height: 1.75;\"><!-- Author Block (top) --><p><\/p>\n<div style=\"display: flex; align-items: center; gap: 14px; margin-bottom: 32px; flex-wrap: wrap;\">\n<p><img decoding=\"async\" style=\"width: 48px; height: 48px; border-radius: 50%; object-fit: cover;\" src=\"https:\/\/digitalised.io\/wp-content\/uploads\/2026\/03\/julia-rose-digitalised.jpeg\" alt=\"Julia Rose, founder of Digitalised\"><\/p>\n<div style=\"display: flex; flex-direction: column; gap: 2px;\"><span style=\"font-weight: 600; color: #000000; font-size: 15px;\">Julia Rose, Digitalised Marketing Specialist<\/span><span style=\"font-size: 13px; color: #68697a;\">Published March 9, 2026 \u00b7 Updated March 10, 2026 \u00b7 8 min read<\/span><\/div>\n<p><span style=\"background: #F5F7FA; color: #3333ff; font-size: 12px; font-weight: 600; padding: 4px 12px; border-radius: 20px; letter-spacing: 0.5px;\">Google Ads<\/span><\/p>\n<\/div>\n<p><!-- Styled Table of Contents --><\/p>\n<nav style=\"background: #F5F7FA; border-radius: 12px; padding: 24px 28px; margin-bottom: 40px;\" aria-label=\"Article Summary\">\n<p style=\"font-weight: bold; color: #000000; font-size: 18px; margin: 0 0 16px 0;\">Contents<\/p>\n<ol style=\"margin: 0; padding-left: 20px; list-style: none; counter-reset: toc;\">\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">1.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#pourquoi-agence-google-ads\">Why hire a Google Ads agency in Paris<\/a><\/li>\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">2.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#que-fait-agence-google-ads\">What a Google Ads agency actually does<\/a><\/li>\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">3.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#criteres-choix\">The 7 criteria for choosing the right agency<\/a><\/li>\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">4.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#erreurs-courantes\">The errors we see most often<\/a><\/li>\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">5.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#combien-ca-coute\">How much does a Google Ads agency in Paris cost?<\/a><\/li>\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">6.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#interne-vs-agence\">Internalize or externalize: the real calculation<\/a><\/li>\n<li style=\"margin-bottom: 10px; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">7.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#performance-max\">Performance Max, AI, and Automation: What's Changing in 2026<\/a><\/li>\n<li style=\"margin-bottom: 0; counter-increment: toc;\"><span style=\"color: #3333ff; font-weight: 600; margin-right: 8px;\">8.<\/span><a style=\"color: #3333ff; text-decoration: none; font-size: 15px;\" href=\"#faq\">Frequently Asked Questions<\/a><\/li>\n<\/ol>\n<\/nav>\n<p><!-- Introduction --><\/p>\n<div>\n<div>\n<p>Choose a <b>Google Ads agency in Paris<\/b> delivering real results, not just clicks, is a challenge that marketing directors know well. A large portion of SMEs that use Google Ads do not correctly measure their return on investment. The budget turns over, clicks accumulate, but no one truly knows what is generating revenue. This is the observation we make on the majority of accounts that arrive at&nbsp;<a href=\"https:\/\/digitalised.io\/en\/digital-marketing-audit\/\" target=\"_blank\" rel=\"noopener\">Audit at our place<\/a>.<\/p>\n<\/div>\n<\/div>\n<div>\n<div>\n<p>The problem isn't Google Ads. It's the method. And that's exactly what a good agency brings: operational rigor that most internal teams don't have the time or the tools to maintain on a daily basis.<\/p>\n<\/div>\n<\/div>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\"><img decoding=\"async\" style=\"width: 100%; border-radius: 12px;\" src=\"https:\/\/digitalised.io\/wp-content\/uploads\/2026\/03\/agence-google-ads-paris-hero.png\" alt=\"Google Ads Agency Paris - Digital Marketing Workspace\"><\/p>\n<section>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">Why hire a Google Ads agency in Paris<\/h2>\n<p>A&nbsp;<a href=\"https:\/\/digitalised.io\/en\/our-levers-2\/agence-sea-in-paris\/\" target=\"_blank\" rel=\"noopener\">Google Ads agency<\/a>&nbsp;Specializing in managing and optimizing campaigns across the entire Google network: Search, Display, Shopping, YouTube, and Performance Max. Its role is to transform a media budget into measurable results, whether they be leads, sales, or qualified traffic.<\/p>\n<p>The question comes up often: why pay an agency when the tool is available to everyone? According to the WordStream 2025 benchmarks, based on over 16,000 campaigns, the median conversion rate on Google Ads Search across all industries is 7.52 %. However, this figure hides a very varied sectoral reality: B2B averages around 2.91 %, B2C around 5.59 %, and some sectors like automotive or medical services exceed 10 %. Well-structured accounts managed by specialists consistently perform better than their sector average, particularly because tracking is clean and campaign granularity is well-executed.<\/p>\n<p>At Digitalis\u00e9d, we manage budgets ranging from \u20ac5,000 to over \u20ac20,000 per month. What we consistently observe on the accounts we take over: campaigns launched in a hurry, never restructured, with audiences that are too broad, and approximate conversion tracking. This isn't a skill problem. It's a bandwidth and specialization problem.<\/p>\n<p>Paris has a high concentration of Google Ads agencies. The choice is wide, but the quality is very uneven.<\/p>\n<\/section>\n<p><!-- Section divider --><\/p>\n<section>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">What a Google Ads agency actually does on a day-to-day basis<\/h2>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">The perimeter of a <strong>Google Ads agency in Paris<\/strong> It goes far beyond simply creating ads. It's a continuous job of optimization, analysis, and budget allocation.<\/p>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">Audit and account structuring<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">First and foremost, a good agency starts with a <a style=\"color: #3333ff; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/our-levers-2\/perform-a-full-audit\/\">full account audit<\/a>. Campaign structure, ad group consistency, conversion tracking quality in Google Tag Manager, remarketing setup. For the accounts we take over, we identify an average of 15 to 20 optimization points within the first week.<\/p>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">Daily operational management<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 12px;\">Here's what serious management covers:<\/p>\n<ul style=\"margin: 0 0 24px 0; padding-left: 24px; color: #68697a; font-size: 17px; line-height: 1.75;\">\n<li style=\"margin-bottom: 8px;\"><strong style=\"color: #000000;\">Bid adjustment<\/strong> per device, location, time, and audience, directly in Google Ads Editor or SA360 for multi-country accounts<\/li>\n<li style=\"margin-bottom: 8px;\"><strong style=\"color: #000000;\">Negative keyword management<\/strong> On a tourism e-commerce account, we add an average of 50 to 80 negative keywords per month to eliminate unqualified traffic.<\/li>\n<li style=\"margin-bottom: 8px;\"><strong style=\"color: #000000;\">Ad A\/B testing<\/strong> : hook rotation, extension testing, landing page variations<\/li>\n<li style=\"margin-bottom: 8px;\"><strong style=\"color: #000000;\">Conversion Tracking<\/strong> Weekly check that tracking is working (Google Tag Manager, GA4, CRM import)<\/li>\n<li style=\"margin-bottom: 0;\"><strong style=\"color: #000000;\">Reporting in Looker Studio<\/strong> : dashboards shared with the client, updated in real-time<\/li>\n<\/ul>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">Strategy and arbitrage<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">An agency's true value isn't measured by the number of clicks. It's measured by the quality of its decisions. Should you cut a Display campaign that generates impressions but no conversions? Should you reallocate 30 % of the Search budget to Performance Max? These decisions require experience and a cross-functional vision that only a specialized team can provide.<\/p>\n<\/section>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Section 3 --><\/p>\n<section>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">The 7 criteria for choosing a Google Ads agency in Paris<\/h2>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">The choice of a <strong>Google Ads Agency Paris<\/strong> relies on objective criteria, not on a convincing commercial presentation. Here are the 7 points we recommend checking.<\/p>\n<p><!-- Styled Table 1 --><\/p>\n<div style=\"border-radius: 12px; overflow: hidden; margin-bottom: 24px; border: 1px solid #e5e7eb;\">\n<table style=\"width: 100%; border-collapse: collapse;\" aria-label=\"7 Criteria for Choosing a Google Ads Agency\">\n<thead>\n<tr>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Criteria<\/th>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">What to check<\/th>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Warning signal<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\"><strong>Google Partner Certification<\/strong><\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Verifiable badge on the Google Partners website<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Logo displayed without verification link<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\"><strong>Transparency on accounts<\/strong><\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">You own the Google Ads account<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">The agency creates the account in its name<\/td>\n<\/tr>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\"><strong>Sectoral experience<\/strong><\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Client cases in your sector (B2B, e-commerce, tourism)<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">\u00abWe know how to do everything without proof<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\"><strong>Dedicated team<\/strong><\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">A lead project manager + a SEA expert<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Business contact with no technical background<\/td>\n<\/tr>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\"><strong>Compensation model<\/strong><\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Fixed fee or transparent % on the media budget<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Hidden commission on media spending<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\"><strong>Reporting<\/strong><\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Real-time Looker Studio Dashboard + Monthly Summary<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Monthly PDF without raw data access<\/td>\n<\/tr>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; font-size: 15px;\"><strong>Strategic vision<\/strong><\/td>\n<td style=\"padding: 12px 16px; font-size: 15px;\">Proactive recommendations, not just execution<\/td>\n<td style=\"padding: 12px 16px; font-size: 15px;\">The agency awaits your instructions to act<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p><!-- Expert Callout 1 --><\/p>\n<aside style=\"border-left: 4px solid #3333FF; background: #F5F7FA; padding: 24px; border-radius: 0 12px 12px 0; margin: 24px 0;\"><span style=\"display: block; font-size: 11px; font-weight: bold; color: #3333ff; letter-spacing: 1.5px; text-transform: uppercase; margin-bottom: 10px;\">Expert advice<\/span><p><\/p>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin: 0;\">Our conviction at Digitalis\u00e9d: the most underestimated criterion is transparency on account ownership. We have taken over dozens of accounts where the client had no access to their own Google Ads history. Months of data and algorithmic learning, lost at the moment of changing agencies.<\/p>\n<\/aside>\n<\/section>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Section 4 --><\/p>\n<section><!-- Image Crit\u00e8res --><p><\/p>\n<figure style=\"margin: 32px 0;\"><img decoding=\"async\" style=\"width: 100%; height: auto; border-radius: 12px;\" src=\"https:\/\/digitalised.io\/wp-content\/uploads\/2026\/03\/agence-google-ads-paris-criteres.png\" alt=\"Choosing a Google Ads Agency in Paris\"><p><\/p>\n<figcaption style=\"text-align: center; font-size: 14px; color: #68697a; margin-top: 8px;\"><br><\/figcaption>\n<\/figure>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">The errors we see most often on Google Ads accounts<\/h2>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">After auditing over 120 Google Ads accounts since 2020, certain errors recur with striking regularity. Not beginner mistakes, but structural and management errors that are costly in the long run.<\/p>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">1. Track clicks, not conversions<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">Selon une \u00e9tude HubSpot de 2025, 42 % des annonceurs Google Ads ne mesurent pas leur co\u00fbt par lead r\u00e9el. Ils suivent les clics, le CPC, le taux de clic. Mais la conversion finale, celle qui g\u00e9n\u00e8re du revenu, n\u2019est pas trac\u00e9e ou mal attribu\u00e9e. Sur un compte que nous avons repris dans le secteur du tourisme, la diff\u00e9rence entre les conversions d\u00e9clar\u00e9es et les conversions r\u00e9elles \u00e9tait de 60 %. Le client pensait avoir un ROAS de 5. Il \u00e9tait \u00e0 2.<\/p>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">2. An account structure that is too flat<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">A single ad group with 50 keywords mixing different intentions. This is the most frequent scenario. Account granularity directly impacts Quality Score and therefore cost per click. On a budget of 20,000 euros per month, a proper account restructuring can generate 15% to 25% % savings at equal conversion volume.<\/p>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">3. Ignore negative keywords<\/h3>\n<p><!-- Expert Callout 2 --><\/p>\n<aside style=\"border-left: 4px solid #3333FF; background: #F5F7FA; padding: 24px; border-radius: 0 12px 12px 0; margin: 0 0 24px 0;\"><span style=\"display: block; font-size: 11px; font-weight: bold; color: #3333ff; letter-spacing: 1.5px; text-transform: uppercase; margin-bottom: 10px;\">Expert advice<\/span><p><\/p>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin: 0;\">Common error we see regularly: no negative keyword list updated since the campaigns launched. On a B2B Ingersoll Rand account we manage, we identified 200 irrelevant terms in the first week that were consuming 18 % of the monthly budget with no chance of conversion.<\/p>\n<\/aside>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">4. Underestimating remarketing<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">Only 2 to 5 % of visitors convert on their first visit, according to Google. Remarketing isn\u2019t a bonus. It\u2019s a pillar. Businesses that don\u2019t leverage it are leaving 95 % of their paid traffic to walk away without action.<\/p>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">How many of these errors would you find on your own account?<\/p>\n<\/section>\n<p><!-- CTA Mid-Article --><\/p>\n<aside style=\"background: #3333FF; border-radius: 12px; padding: 48px 40px; margin: 48px 0; text-align: center;\" role=\"complementary\" aria-label=\"Request an audit\">\n<h3 style=\"color: #ffffff; font-size: 26px; font-weight: bold; margin: 0 0 12px 0; line-height: 1.3;\">Are your Google Ads campaigns reaching their full potential?<\/h3>\n<p style=\"color: rgba(255,255,255,0.85); font-size: 17px; line-height: 1.6; margin: 0 0 24px 0;\">We will audit your account and provide a clear diagnosis within 5 days.<\/p>\n<div style=\"display: flex; justify-content: center; gap: 16px; flex-wrap: wrap; margin-bottom: 24px;\"><span style=\"background: rgba(255,255,255,0.15); color: #ffffff; font-size: 13px; font-weight: 600; padding: 6px 14px; border-radius: 20px;\">Over 120 audits completed<\/span><br><span style=\"background: rgba(255,255,255,0.15); color: #ffffff; font-size: 13px; font-weight: 600; padding: 6px 14px; border-radius: 20px;\">200K+ budget managed\/month<\/span><br><span style=\"background: rgba(255,255,255,0.15); color: #ffffff; font-size: 13px; font-weight: 600; padding: 6px 14px; border-radius: 20px;\">Average ROAS x4<\/span><\/div>\n<p><a style=\"display: inline-block; background: #ffffff; color: #3333ff; font-size: 16px; font-weight: 600; padding: 14px 32px; border-radius: 20px; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/digital-marketing-agency-paris\/digi-score\/\">Request a free audit<\/a><\/p>\n<\/aside>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Section 5 --><\/p>\n<section>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">How much does a Google Ads agency in Paris cost?<\/h2>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">The cost of a Google Ads agency in Paris ranges from 500 to over 5,000 euros per month in management fees, excluding the media budget. The pricing model depends on the account size, campaign complexity, and the level of service expected.<\/p>\n<p><!-- Styled Table 2 --><\/p>\n<div style=\"border-radius: 12px; overflow: hidden; margin-bottom: 24px; border: 1px solid #e5e7eb;\">\n<table style=\"width: 100%; border-collapse: collapse;\" aria-label=\"Google Ads agency pricing in Paris\">\n<thead>\n<tr>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Monthly media budget<\/th>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Typical management fee<\/th>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">What you can expect<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">1,000 \u2013 5,000 \u20ac<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">500 \u2013 1,200 \u20ac\/month<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Basic management, 1-2 campaigns, monthly reporting<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">\u20ac5,000 \u2013 \u20ac20,000<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">\u20ac1,500 \u2013 \u20ac3,000 per month<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Multi-campaigns, A\/B testing, remarketing, Looker Studio reporting<\/td>\n<\/tr>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">20,000 \u2013 100,000 \u20ac<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">$3,000 \u2013 $5,000\/month<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Advanced strategy, multi-country, CRM integration, dedicated project manager<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; font-size: 15px;\">100 000 \u20ac+<\/td>\n<td style=\"padding: 12px 16px; font-size: 15px;\">On quote (often 3-8 % of the media)<\/td>\n<td style=\"padding: 12px 16px; font-size: 15px;\">Multi-expert team, SA360, advanced automation, steering committee<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">Beware of agencies that charge only a percentage of the media budget with no cap. On a budget of 50,000 euros, a 15% commission represents 7,500 euros per month in fees. This is not necessarily unjustified, but you need to understand what is included in this amount.<\/p>\n<p><!-- Expert Callout 3 --><\/p>\n<aside style=\"border-left: 4px solid #3333FF; background: #F5F7FA; padding: 24px; border-radius: 0 12px 12px 0; margin: 0 0 24px 0;\"><span style=\"display: block; font-size: 11px; font-weight: bold; color: #3333ff; letter-spacing: 1.5px; text-transform: uppercase; margin-bottom: 10px;\">Expert advice<\/span><p><\/p>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin: 0;\">At Digitalis\u00e9d, we favor a fixed fee model adjusted quarterly. The reason is simple: our interests must be aligned with yours. If we recommend increasing the media budget, it's because the results justify it, not because our compensation depends on it.<\/p>\n<\/aside>\n<\/section>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Section 6 --><\/p>\n<section>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">Internalizing or outsourcing Google Ads management: the real calculation<\/h2>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">The decision between hiring an in-house traffic manager and entrusting your campaigns to a Google Ads agency depends on three factors: your media budget, the complexity of your campaigns, and your ability to maintain expertise over time.<\/p>\n<p><!-- Styled Table 3 --><\/p>\n<div style=\"border-radius: 12px; overflow: hidden; margin-bottom: 24px; border: 1px solid #e5e7eb;\">\n<table style=\"width: 100%; border-collapse: collapse;\" aria-label=\"Comparison between in-house and Google Ads agency\">\n<thead>\n<tr>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Criteria<\/th>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Internal<\/th>\n<th style=\"background: #3333FF; color: #ffffff; font-weight: 600; padding: 12px 16px; text-align: left; font-size: 15px;\">Agency<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Annual cost<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">\u20ac45,000 - \u20ac65,000 (salary + benefits)<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">\u20ac18,000 \u2013 \u20ac60,000 (depending on average budget)<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Cross-platform expertise<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Limited to a profile<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Multidisciplinary team (SEA + <a style=\"color: #3333ff; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/our-levers-2\/facebook-ads-agency\/\">SMA<\/a> + analytics<\/td>\n<\/tr>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Watch and train<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">It's up to you<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Integrated (certifications, Google beta)<\/td>\n<\/tr>\n<tr style=\"background: #F5F7FA;\">\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Sector benchmark<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Only your own data<\/td>\n<td style=\"padding: 12px 16px; border-bottom: 1px solid #e5e7eb; font-size: 15px;\">Multi-client comparative data<\/td>\n<\/tr>\n<tr style=\"background: #ffffff;\">\n<td style=\"padding: 12px 16px; font-size: 15px;\">Risk of departure<\/td>\n<td style=\"padding: 12px 16px; font-size: 15px;\">All the expertise rests on one person.<\/td>\n<td style=\"padding: 12px 16px; font-size: 15px;\">Continuity ensured by the team<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">Contrary to what is often read, the right answer is not binary. For accounts with a budget exceeding 50,000 euros per month, we recommend a hybrid model: an internal profile that drives strategy and an agency that executes and optimizes on a daily basis. This is the model we have implemented with several of our clients in the <a style=\"color: #3333ff; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/our-levers-2\/digital-strategy-agency-lead-nurturing\/\">Tourism sector<\/a>, et les r\u00e9sultats sont syst\u00e9matiquement meilleurs que dans un mod\u00e8le 100 % interne ou 100 % externalis\u00e9.<\/p>\n<\/section>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Section 7 --><\/p>\n<section><!-- Image Interne vs Agence --><p><\/p>\n<figure style=\"margin: 32px 0;\"><img decoding=\"async\" style=\"width: 100%; height: auto; border-radius: 12px;\" src=\"https:\/\/digitalised.io\/wp-content\/uploads\/2026\/03\/agence-google-ads-paris-interne-vs-agence.png\" alt=\"Internalize or outsource Google Ads management - comparison\"><p><\/p>\n<figcaption style=\"text-align: center; font-size: 14px; color: #68697a; margin-top: 8px;\">In-house management vs. agency: two approaches, different results<\/figcaption>\n<\/figure>\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 16px; line-height: 1.3;\">Performance Max, AI, and Automation: What's Changing in 2026<\/h2>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">Performance Max campaigns, launched by Google in 2022, now represent over 40 % of Search spend for advertisers who use them, according to internal Google data presented at Google Marketing Live 2025. This type of campaign uses Google's artificial intelligence to deliver ads across all Google inventory (Search, Display, YouTube, Gmail, Maps) from a set of creative assets.<\/p>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">What 3 years of Performance Max campaign management have taught us at Digitalis\u00e9d: results depend heavily on the quality of the signals you provide to the algorithm. With well-configured audience signals and a clean CRM data feed, we've achieved ROAS of 8 to 12 on tourism accounts. Without these signals, the same budget generates a ROAS of 2 to 3.<\/p>\n<h3 style=\"color: #000000; font-size: 22px; font-weight: 600; margin-top: 32px; margin-bottom: 12px;\">What AI is changing for Google Ads agencies<\/h3>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 12px;\">Automation doesn't eliminate the need for an agency. It shifts the added value. Less time on manual bids, more time on:<\/p>\n<ul style=\"margin: 0 0 24px 0; padding-left: 24px; color: #68697a; font-size: 17px; line-height: 1.75;\">\n<li style=\"margin-bottom: 8px;\">Visit <strong style=\"color: #000000;\">Audience strategy<\/strong> What signals to provide to Performance Max, which remarketing lists to combine<\/li>\n<li style=\"margin-bottom: 8px;\">Visit <strong style=\"color: #000000;\">quality of creative assets<\/strong> texts, images, videos that feed the algorithm<\/li>\n<li style=\"margin-bottom: 8px;\">L\u2019<strong style=\"color: #000000;\">Data analysis<\/strong> Understand where AI generates value and where it wastes budget<\/li>\n<li style=\"margin-bottom: 0;\">L\u2019<strong style=\"color: #000000;\">CRM integration<\/strong> connect <a style=\"color: #3333ff; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/your-objectives-2\/implement-your-crm\/\">HubSpot or Salesforce<\/a> Google Ads for uploading offline conversion data<\/li>\n<\/ul>\n<p style=\"color: #68697a; font-size: 17px; line-height: 1.75; margin-bottom: 24px;\">The Google Ads agency of 2026 is no longer a bid operator. It is a data architect.<\/p>\n<\/section>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- FAQ Section --><\/p>\n<section aria-label=\"Frequently Asked Questions\">\n<h2 style=\"color: #000000; font-size: 30px; font-weight: bold; margin-top: 48px; margin-bottom: 24px; line-height: 1.3;\">Frequently Asked Questions<\/h2>\n<p><!-- FAQ Item 1 --><\/p>\n<div style=\"border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px 24px; margin-bottom: 12px;\">\n<h3 style=\"color: #000000; font-size: 18px; font-weight: bold; margin: 0 0 12px 0; line-height: 1.4;\">What is the difference between a Google Ads agency and a freelancer?<\/h3>\n<p style=\"color: #68697a; font-size: 16px; line-height: 1.7; margin: 0;\">A Google Ads agency brings together several complementary experts (SEA, analytics, creative, strategy), while a freelancer works alone. For a media budget of less than 3,000 euros per month, a competent freelancer may suffice. Beyond that, the complexity of campaigns (multi-format, remarketing, CRM integration) justifies a structured team. According to a 2024 Sortlist study, companies working with an agency get an average of 23 % more conversions compared to those managing their campaigns alone. The other advantage of an agency is continuity: if your contact person is absent, the team takes over. With a freelancer, your account comes to a standstill.<\/p>\n<\/div>\n<p><!-- FAQ Item 2 --><\/p>\n<div style=\"border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px 24px; margin-bottom: 12px;\">\n<h3 style=\"color: #000000; font-size: 18px; font-weight: bold; margin: 0 0 12px 0; line-height: 1.4;\">How long does it take to see results with a Google Ads agency?<\/h3>\n<p style=\"color: #68697a; font-size: 16px; line-height: 1.7; margin: 0;\">The first measurable results appear between 4 and 8 weeks after the launch or resumption of campaigns. This period corresponds to the Google algorithm's learning phase and the time needed to structure the account, set up tracking, and collect meaningful data. For accounts we take over at Digitalis\u00e9d, ROAS improvement is visible from the second month in 80 % of cases. The optimization plateau is generally reached between 3 and 6 months. Companies expecting results from the first week are mistaken about the tool: Google Ads is a medium-term investment, not an instant lead faucet.<\/p>\n<\/div>\n<p><!-- FAQ Item 3 --><\/p>\n<div style=\"border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px 24px; margin-bottom: 12px;\">\n<h3 style=\"color: #000000; font-size: 18px; font-weight: bold; margin: 0 0 12px 0; line-height: 1.4;\">How to know if your Google Ads agency is doing a good job?<\/h3>\n<p style=\"color: #68697a; font-size: 16px; line-height: 1.7; margin: 0;\">Three indicators are sufficient to evaluate your agency. First, the cost per acquisition (CPA) or return on ad spend (ROAS): these KPIs must improve quarter over quarter, or at the very least remain stable if volume increases. Second, proactivity: a good agency will send you recommendations without you having to ask for them. Third, transparency: you must have full access to the Google Ads account, raw data, and change history. If your agency sends you a monthly PDF without giving you access to Looker Studio or the Ads account, it's a serious red flag. At Digitalis\u00e9d, each client has a real-time dashboard and a complete history of optimizations performed.<\/p>\n<\/div>\n<p><!-- FAQ Item 4 --><\/p>\n<div style=\"border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px 24px; margin-bottom: 12px;\">\n<h3 style=\"color: #000000; font-size: 18px; font-weight: bold; margin: 0 0 12px 0; line-height: 1.4;\">Should Google Ads be combined with other channels?<\/h3>\n<p style=\"color: #68697a; font-size: 16px; line-height: 1.7; margin: 0;\">Google Ads rarely works alone. The best results are achieved by combining Search with other complementary channels. <a style=\"color: #3333ff; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/our-levers-2\/agence-referencement-naturel\/\">Search engine optimization<\/a> captures background traffic and gradually reduces dependence on paid campaigns. <a style=\"color: #3333ff; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/our-levers-2\/facebook-ads-agency\/\">Facebook Ads and Instagram Ads<\/a> cover the discovery and awareness phases. Email marketing and CRM ensure lead nurturing. According to Google, advertisers who combine Search and Display see their conversion rates increase by 15 %. At Digitalis\u00e9d, we systematically manage Google Ads in coordination with other channels to maximize synergy between acquisition and conversion.<\/p>\n<\/div>\n<p><!-- FAQ Item 5 --><\/p>\n<div style=\"border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px 24px; margin-bottom: 12px;\">\n<h3 style=\"color: #000000; font-size: 18px; font-weight: bold; margin: 0 0 12px 0; line-height: 1.4;\">Is a Google Ads agency in Paris more expensive than one in the provinces?<\/h3>\n<p style=\"color: #68697a; font-size: 16px; line-height: 1.7; margin: 0;\">The management fees of Parisian agencies are on average 10 to 20 % higher than those of agencies in the regions, according to data from the Public Relations Council Union. This difference is explained by structural costs, but also by the concentration of senior profiles in Paris. Since the work is entirely digital, the agency's location does not impact the quality of management. What matters is the seniority of the team, sector experience, and the ability to understand your business challenges. A regional agency with 10 years of experience in your sector will be more relevant than a generalist Parisian agency.<\/p>\n<\/div>\n<\/section>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- CTA Final --><\/p>\n<aside style=\"background: #3333FF; border-radius: 12px; padding: 56px 40px; margin: 48px 0; text-align: center;\" role=\"complementary\" aria-label=\"Final CTA - request an audit\">\n<h3 style=\"color: #ffffff; font-size: 30px; font-weight: bold; margin: 0 0 16px 0; line-height: 1.3;\">Are your Google Ads campaigns really generating the maximum they could?<\/h3>\n<p style=\"color: rgba(255,255,255,0.85); font-size: 17px; line-height: 1.6; margin: 0 0 28px 0;\">Before changing agencies or increasing your budget, the first step is to know where you stand. We conduct an audit of your campaigns with a clear deliverable: what's working, what's costing you money for nothing, and the levers to prioritize.<\/p>\n<div style=\"display: flex; justify-content: center; gap: 16px; flex-wrap: wrap; margin-bottom: 28px;\"><span style=\"background: rgba(255,255,255,0.15); color: #ffffff; font-size: 13px; font-weight: 600; padding: 6px 14px; border-radius: 20px;\">Over 120 audits completed<\/span><br><span style=\"background: rgba(255,255,255,0.15); color: #ffffff; font-size: 13px; font-weight: 600; padding: 6px 14px; border-radius: 20px;\">200K+ budget managed\/month<\/span><br><span style=\"background: rgba(255,255,255,0.15); color: #ffffff; font-size: 13px; font-weight: 600; padding: 6px 14px; border-radius: 20px;\">Average ROAS x4<\/span><\/div>\n<div><a style=\"display: inline-block; background: #ffffff; color: #3333ff; font-size: 16px; font-weight: 600; padding: 14px 32px; border-radius: 20px; text-decoration: none; margin-bottom: 16px;\" href=\"https:\/\/digitalised.io\/en\/digital-marketing-audit\/\">Request a free audit<\/a><\/div>\n<div style=\"margin-top: 12px;\"><a style=\"color: rgba(255,255,255,0.75); font-size: 14px; text-decoration: underline;\" href=\"https:\/\/digitalised.io\/en\/contact\/\">Or contact us directly<\/a><\/div>\n<\/aside>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Author Bio (bottom) --><\/p>\n<div style=\"display: flex; align-items: flex-start; gap: 20px; padding: 24px; background: #F5F7FA; border-radius: 12px; margin-bottom: 48px; flex-wrap: wrap;\">\n<p><img decoding=\"async\" style=\"width: 80px; height: 80px; border-radius: 50%; object-fit: cover; flex-shrink: 0;\" src=\"https:\/\/digitalised.io\/wp-content\/uploads\/2026\/03\/julia-rose-digitalised.jpeg\" alt=\"Julia Rose, founder of Digitalised\"><\/p>\n<div style=\"flex: 1; min-width: 200px;\">\n<p style=\"font-weight: bold; color: #000000; font-size: 18px; margin: 0 0 4px 0;\">Julia Rose<\/p>\n<p style=\"color: #3333ff; font-size: 14px; font-weight: 600; margin: 0 0 12px 0;\">Digital Marketing Specialist<\/p>\n<p style=\"color: #68697a; font-size: 15px; line-height: 1.7; margin: 0 0 12px 0;\">A digital acquisition specialist, Julia helps companies optimize their digital content creation.<\/p>\n<p><a style=\"color: #3333ff; text-decoration: none; font-size: 14px; font-weight: 600;\" href=\"https:\/\/www.linkedin.com\/in\/julia-sol-0016a4184\/\" aria-label=\"Julia Rose LinkedIn Profile\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<p><!-- Section divider --><\/p>\n<hr style=\"height: 1px; border: none; background: linear-gradient(to right, transparent, #e5e7eb, transparent); margin: 48px 0;\">\n<p><!-- Related Articles --><\/p>\n<section style=\"margin-bottom: 48px;\">\n<h2 style=\"color: #000000; font-size: 24px; font-weight: bold; margin: 0 0 24px 0;\">Related articles<\/h2>\n<div style=\"display: flex; gap: 16px; flex-wrap: wrap;\">\n<p><!-- Card 1 --><\/p>\n<div style=\"flex: 1; min-width: 220px; border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px;\">\n<p><span style=\"display: inline-block; background: #F5F7FA; color: #3333ff; font-size: 11px; font-weight: 600; padding: 3px 10px; border-radius: 20px; margin-bottom: 12px; letter-spacing: 0.5px;\">Google Ads<\/span><\/p>\n<h3 style=\"color: #000000; font-size: 16px; font-weight: 600; margin: 0 0 12px 0; line-height: 1.4;\"><a style=\"color: #000000; text-decoration: none;\" href=\"https:\/\/digitalised.io\/en\/blog\/\">How to optimize your Google Ads campaigns in 2026<\/a><\/h3>\n<p style=\"color: #68697a; font-size: 13px; margin: 0;\">Advanced techniques to improve your ROAS and reduce your acquisition costs.<\/p>\n<\/div>\n<p><!-- Card 2 --><\/p>\n<div style=\"flex: 1; min-width: 220px; border: 1px solid #e5e7eb; border-radius: 12px; padding: 20px;\">\n<p><span style=\"display: inline-block; background: #F5F7FA; color: #3333ff; font-size: 11px; font-weight: 600; padding: 3px 10px; border-radius: 20px; margin-bottom: 12px; letter-spacing: 0.5px;\">Strategy<\/span><\/p>\n<h3 style=\"color: #000000; font-size: 16px; font-weight: 600; 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