27 years in the field, from early SEO to visibility in AI answers
Digital acquisition, SEO & GEO, Google Ads, account management
Grégory started in organic search in the late 1990s as an SEO project manager at Goto Software (1998), Insite (1999-2001) and Polepositioning (2001-2003): technical optimisation, semantic work and link building.
He then spent 18 years at an international digital agency as Media Director, running the media practice: a team of seven and multi-market campaigns across Google Ads, Display, YouTube, Microsoft Advertising, Meta Ads, LinkedIn Ads and affiliate networks. He has also managed Google Ad Grants accounts for non-profit organisations, including the International Committee of the Red Cross in Switzerland and the Fondation pour la Recherche Médicale in France, an expertise AIxH now offers on its Google Ad Grants page.
In 2021 he founded Ad2Pas to cut to the essentials: actions that produce quick, measurable results. In 2023 he co-founded AIxH with Xavier Lesueur, convinced that agencies which fail to build AI into the way they work will be overtaken.
He leads AIxH's acquisition strategies: campaign design, tracking of the metrics that matter and the decisions that move results. He holds the agency's five Google Ads certifications (Search, Display, Video, Shopping, AI-Powered Performance), verifiable in his Skillshop wallet. He is also an official trainer listed with the CJD (Centre des Jeunes Dirigeants), where he teaches business leaders how to work with generative AI.
In the press: “Les réponses des IA entrent dans le budget 2027” (Paperjam, October 2026, in French) · “ChatGPT Ads disponible en self-service au Luxembourg: Bienvenue dans l'ère du Generative Engine Advertising (GEA)” (adada, September 2026) · “AI accelerates, experts decide and results are measured” (Paperjam, August 2026) · “AI isn't about working less” (Paperjam, August 2026) · All press coverage →