Maxence Vanderswalmen
Founder of Make Sense, former marketing and e-commerce director at Tikamoon
Maxence Vanderswalmen founded Make Sense in January 2021 in Lille, France, after eight years as marketing and e-commerce director at Tikamoon, a solid-wood furniture brand that grew from 2 to roughly 60 million euros in revenue over that period while expanding to Germany, Italy, Spain and Switzerland.
A graduate of IESEG School of Management (master’s in e-commerce), he has fifteen years of e-commerce practice, first on the brand side, then on the agency side. Make Sense consultants now manage more than 70 million euros of yearly ad spend for e-commerce brands across Google Ads, Meta Ads and Klaviyo.
He co-hosts PPC Talks, a French-language podcast on paid acquisition for direct-to-consumer brands, with Alexia Delépine. Since 2026 the agency has had an office in Montréal, on Nuns’ Island, where Québec and Canadian accounts are run.
What he writes here describes settings he has made or seen made in real accounts. Legal and tax passages are a practitioner’s reading, not professional advice: they link to the official source every time a rule is cited.
Signed articles
Canada Shipping in Merchant Center: Build Zones by FSA Rather Than by Province
For Canada, Merchant Center defines shipping zones by postal code (FSA), not by province. How to build them, with Québec as the worked example.
By Maxence VanderswalmenSending data outside Quebec: the privacy impact assessment for a pixel or a conversion API
Since September 22, 2023, communicating personal information outside Quebec requires a prior privacy impact assessment. What an advertiser using a pixel or conversion API must document.
By Maxence VanderswalmenAll-inclusive pricing in Quebec advertising: what the Consumer Protection Act requires from ads
Section 224.1 lets a Quebec ad price leave out GST and QST. Mandatory shipping or handling fees go in, in our reading. Includes a 15-minute check.
By Maxence VanderswalmenOne Merchant Center feed or two for a bilingual store in Canada
Google structures feeds by language, not by country. For a fr-CA and en-CA store, the answer is two feeds, and here is what breaks when you try to run one.
By Maxence VanderswalmenTargeting French and English in a Québec Google Ads account, without the language setting
Google removes campaign-level language targeting from Search in September 2026. What breaks in a bilingual Québec account, and the structure that replaces it.
By Maxence VanderswalmenIs your Meta pixel compliant with Québec’s Law 25? A four-step test on a Shopify store
The Meta pixel performs profiling under Law 25. What the law requires before it fires, why no Meta setting solves it, and how to check on your own store.
By Maxence VanderswalmenMerchant Center Canada: submit prices excluding tax, the opposite of the European rule
In Canada, Google forbids GST, QST or HST in the price attribute, shipping included. What breaks when a European feed is migrated as is, and the ten-minute check.
By Maxence Vanderswalmen