B2B SaaS · Healthtech
Doctolib
Rebuilding measurement and spreading channel risk for Europe's leading e-health platform.
RoleConsultant
Period2025
VerticalB2B SaaS · Healthtech
Channels & stackGoogle Ads · LinkedIn Ads · Meta Ads · GTM
Context
Doctolib's B2B side recruits healthcare practitioners at scale. When I arrived, acquisition leaned heavily on Meta, Google was underused, and the team was mid-transition. Tracking had to satisfy legal and reality at the same time: GDPR, CNIL, and a sales team that needed numbers it could trust.
What I did
- Audited the paid accounts across Google, LinkedIn and Meta, and ranked every issue by expected impact
- Built the Google Ads engine and trained the in-house team to run B2B search on their own
- Rebalanced spend across Google, Meta and Microsoft to reduce single-channel risk
- Reviewed the attribution model, benchmarked it against industry practice and presented recommendations up to CMO level
- Designed a GDPR-compliant tracking framework mixing server-side and pixel events, documented for legal review
- Audited landing pages and ran a keyword study to sharpen search targeting
What it changed
Acquisition no longer depends on one platform: from roughly 80% Meta to a balanced mix, with a working Google engine and a team trained to run it. Measurement is documented, compliant, and trusted by sales.
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