Roy Amatoury.
Paid Media, SEO & GEO, Tracking & Analytics and AI Marketing Automation. Co-founder of L'Atelier Growth.
Roy Amatoury.
Paid Media, SEO & GEO, Tracking & Analytics and AI Marketing Automation. Co-founder of L'Atelier Growth.
What Roy
works on.
Roy covers the full growth stack. Paid media across Meta Ads, Google Ads, TikTok Ads, LinkedIn Ads, Microsoft Ads and beyond. SEO and GEO, including visibility on traditional search engines and AI tools like ChatGPT, Gemini, Perplexity and Claude. Tracking and analytics that give an accurate read on what actually drives performance. Marketing and AI automations that handle retention, lifecycle emails, churn recovery and reporting.
He has managed over $20M in paid media across e-commerce, SaaS and lead generation, in agencies, in-house and independently. He has experience as Growth Lead at a Paris-based tech company. His clients are based across Europe and the Middle East.
He writes about paid media, SEO, AI citation optimization and marketing automation.
Published by
Roy.
The Real Reason Your Meta Ads Cost Per Result Is Rising in 2026
If your Meta cost per result keeps climbing, the cause is rarely your creative or your bidding. Here is what is actually driving the increase in 2026.
Meta Advantage+ vs Manual Campaigns in 2026: When AI Wins and When It Doesn't
Advantage+ has become Meta's default in 2026. Here is how it actually performs against manual campaigns and when each one is the right choice.
Why Your GA4 Data Doesn't Match Meta Ads Manager (and Which One to Trust)
GA4 and Meta Ads Manager rarely show the same conversion numbers. Here is why the gap exists, what each tool actually measures, and how to reconcile them.
Profound vs Share of Model: Which AI Visibility Tool Should You Use?
AI visibility tools track whether ChatGPT and Perplexity cite your brand. Here is how Profound, Share of Model, and the rest of the market compare.
How to Track AI Citations for Your Brand (Tools and Custom Setup)
AI citations are the new visibility metric. Here are the tools that monitor them and how to build your own tracker if you want full control.
ChatGPT Shopping vs Perplexity vs Google SGE: Which One Actually Matters in 2026
ChatGPT, Perplexity, and Google AI Mode all let users buy through conversation. Here is how each one works and which surface deserves your attention first.
Still Launching Ads Without a Proper Tracking Setup?
Broken tracking means broken optimization. Here is what a proper conversion tracking setup looks like before you spend a dollar on ads.
Which Content Types Do LLMs Actually Prefer to Cite?
A study of over 23,000 AI citations reveals which content types get cited most by LLMs, and what that means for your content strategy.
Why You Cannot Sell Without Paid Media
Organic reach no longer generates enough volume to sell or capture leads at scale. Paid media is now the primary mechanism for driving revenue.
Manual Work Is Quietly Killing Your Growth Capacity
How repetitive manual tasks silently cap your growth, where they hide in your operations, and how automation turns wasted hours into capacity.
AI Citation Optimization: How to Get Your Content Cited by ChatGPT and Perplexity
What AI citation optimization means, how generative engines extract content, and how to structure pages to get cited in AI answers.
Meta Ads and AI: What Changed for Advertisers
How Meta Ads shifted from manual optimization to AI-driven delivery, and what advertisers must change to stay performant.
GEO: What Is Generative Engine Optimization?
How AI-driven search engines work, what GEO really means, and why brands need to adapt their SEO strategy for generative search.
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