Insights · Falia's analyses, in articles
What growth decisions are you making?
Dated, sourced insights across six topics. No fluff, just the strategies we use to drive revenue. Search the corpus or enter by topic.
Latest insights
The most recent articles, across all areas of expertise.
- Google Ads automated promotions: what changes on October 12, 2026
- ChatGPT Shopping: what AI changes for an online fashion store
- Marketing agency support: sharing roles with your in-house team
- Online clothing stores: allocating your marketing budget by season
- Local Services Ads: out-of-area ads reported in September 2026
- AI consulting firms: how to get recommended by ChatGPT
GEO and AI visibility
Answer engines such as ChatGPT and Gemini choose their sources by rules we document here.
Understanding GEO6
Getting cited in answers7
Answer engines, one by one6
Measuring and managing AI crawlers7
Organic search (SEO)
Google changes its rules often: these analyses separate what moves from what lasts.
SEO fundamentals8
Technical SEO9
- Can Google index content that requires a login?
- Should client and partner logos on your website be clickable?
- Search Console impressions dropped: understanding Google's correction
- Google FAQ rich results removed: what should you do with your FAQs?
See the 5 othersShow fewer
Local SEO6
Content and links3
Several languages, several markets5
- Business acquisition: should you keep or merge the acquired domain?
- A .ca domain and international SEO: how does it affect visibility?
- Hreflang: helping Google choose your French or English page
- SEO: how to build search visibility in a new market
See the 1 otherShow fewer
Paid advertising
We run Google Ads, Meta and LinkedIn campaigns: these analyses show what can make them profitable.
Google Ads10
- Google Ads automated promotions: what changes on October 12, 2026
- Local Services Ads: out-of-area ads reported in September 2026
- Google Ads: how to control automatically generated ad text
- Google Ads: can a competitor bid on your brand name?
See the 6 othersShow fewer
- Google Display: check which apps are showing your ads
- Google Ads: why some search terms are hidden
- Google Ads keywords: managing match types and negative keywords
- Google Ads: managing target CPA and ROAS with a limited budget
- Google Ads: a guide to structuring and measuring your campaigns
- Google Ads ROI: calculating profitability beyond ROAS
Meta, Facebook and Instagram6
- Facebook targeting: should you combine or segment your audiences?
- Instagram advertising: 3 conditions to check before you start
- Facebook ads for B2B: generating and qualifying leads
- Meta Ads: how to assess your Facebook and Instagram campaigns
See the 2 othersShow fewer
LinkedIn, TikTok, Microsoft Ads and ChatGPT5
- TikTok for business: audience, content and advertising
- ChatGPT ads in Canada: results from our B2B test
- Microsoft Ads for B2B: how to test a new market
- LinkedIn marketing: when should you invest in content and ads?
See the 1 otherShow fewer
Budget and profitability4
Conversion rate optimization (CRO)
A visit can become a sale, a lead or nothing at all: these analyses explain what makes the difference.
CRO fundamentals5
- Heatmaps: analyzing clicks and scrolling on your website
- A/B testing: how to get reliable results
- What is a good conversion rate for your website?
- Online buyer psychology: reducing uncertainty before a purchase
See the 1 otherShow fewer
Pages and forms4
Leads and quotes3
Measurement and attribution6
Website design
We build business websites in Quebec: these analyses cover price, redesigns and legal obligations.
Website price and project6
Redesign and migration4
Language and accessibility4
Online retail
In an online store, margin is won or lost between the catalogue and the checkout. When you export, it is also decided at customs.
Platform and Shopify5
- Shopify Analytics: session counting changes in September 2026
- How to add online sales to a business that sells in person
- How to choose an eCommerce platform: criteria and costs
- When should you upgrade to Shopify Plus? Costs and criteria
See the 1 otherShow fewer
Cart, checkout and loyalty7
Catalogue and search8
Selling abroad7
Marketing strategy
Before choosing tools, a business leader decides where the budget goes: these analyses help you decide.
Marketing budget and plan7
Working with an agency7
New markets and exporting11
- How to do market research: steps and data sources in Quebec
- Customer service: how to handle time zone differences
- Export grants: which marketing expenses are eligible?
- How to generate B2B leads in a new market
See the 7 othersShow fewer
- Manufacturers: distributor or direct sales in a new market?
- New market testing: when should you continue, pause or stop?
- How long does it take to make your first sale in a new market?
- Entering the U.S. market: costs and priorities for Quebec businesses
- New market: handling enquiries without a local sales representative
- Export planning: acquiring your first customers in a new market
- Expanding into a new region: how to adapt your marketing
B2B, distributors and manufacturers7
Email, content and social media8
Laws and rules to follow8
Culture, tourism and ticketing7
Marketing consultation
90 minutes with a partner on your business question
We look at your real numbers and tell you what we would do in your place to grow your sales. A paid session has nothing to sell you: the advice covers only your question.
Booking and payment online
You choose your slot and pay in a single step.
A preparation questionnaire
You fill in a short questionnaire. We arrive prepared, with your data in hand, so the 90 minutes go to your question rather than to your context.
The meeting
90 minutes by video call with Gabriel Gervais or Geneviève Cyr. You can bring up to four people from your team, and you receive the recording.
The written summary
Within 48 hours, you receive a one-page document: your situation, the three priorities we retain and what we would do in your place.
A document that belongs to you
Your leadership, your team or another agency can put it into practice. We write it so that it can be understood without us.
Flat price
$595
We give one or two consultations a week.
Book the consultationWould you rather hand us an engagement? The 30-minute call is free.
