● 03 · the starting point
A new site. A niche product. Zero inbound lead.
Olivier Dumont looks at his new Synchrone site. Beautiful execution. The product is there. The range is there. Past builds are there. But no digital lead is coming in.
The niche B2B vehicle conversion market in Belgium still largely holds through word-of-mouth. A craftsman fitting his vans calls a peer, asks who fitted theirs. The website doesn’t play in that mechanism.
No tracking, no Google Ads, no Meta. The contact form exists but with no acquisition funnel behind it. The brand holds on its field reputation, not on its digital presence.
Brand-new site delivered, but word-of-mouth only. No digital funnel..
↳ 1 KW indexed · 0 qualified digital leads at start
● 03 · mission identity card
Tactical identity.
- Callsign
- BRAVO-04
- Client
- Amecam Van Conversion
- Squad
- jérôme · camille · rémy
- Dates
- October 2023 · ongoing
- Direction
- CEO · Amecam Van Conversionmanaging director
- Day-to-day
- sales lead · daily lead follow-up
- Venues
- amecamvanconversion.be
- Atelier Belgique
- Targets
- mobile workshop craftsmen
- construction pros · pro vehicles
- food truckers · leisure vans
- special · rescue vehicles
● 04 · briefing in three steps
What existed. The plan. What runs today.
- Étape 01
What existed
New amecamvanconversion.be site delivered by Synchrone. Contact form active. 1 KW indexed on Semrush BE. Zero Ads, zero clean tracking, zero automation. Word-of-mouth runs, but no qualified digital entry.
- Étape 02
The initial plan
Build full digital acquisition: SEO + daily content on 7 typologies (mobile workshops, vans, food trucks, accessories…), structured Google Ads + Meta Ads, GA4 + GTM + Looker Studio, site form → Odoo sync with per-typology tagging to track contract-signed revenue.
- Étape 03
What runs today
397 qualified leads in 30 months (Dec 23 → May 26). 25 KW indexed Semrush BE (×25 since start). Google Ads + Meta Ads accounts live. Form sync with Odoo + clean tagging. Daily editorial + Greg Bugny visuals. 2026 goal: proactive Meta, UGC video-first, Mailchimp launch.
● 06 · the field journal
30 months on Amecam. Here’s what we wired up.
● M01 · Lancement digital + setup tracking
October-December 2023. The new Synchrone (opens in a new window) site is live. HeySquad immediately deploys GA4 + GTM + Looker Studio. Funnel audit, form audit, SEO visibility audit (1 indexed KW). First brief with Olivier and Ludovic on the 7 lead typologies to structure.
phase metric
7 typologies cadrées
« The site is new. The product is solid. Everything digital around it is missing. We start with measurement. »
Jérôme · squad
● M04-06 · Première vague SEO + form sync Odoo
January-March 2024. First SEO pillar pages written by Camille (mobile workshops, food trucks, leisure vans). Site form → Odoo sync activated: each lead comes through with typology, zone, declared budget. Clean tagging from D0. First full months: 14 leads in January, 26 in February.
phase metric
40 leads · 2 mois
« Odoo tagging changed everything. We finally see who is who per typology, we prioritise leisure vans vs mobile workshops, we track the actual signed revenue. »
Benjamin Masset · responsable commercial Amecam
● M07-09 · Google Ads · compte dédié + premières campagnes
April-June 2024. Creation of dedicated Amecam Google Ads account. First per-typology segmentation: mobile workshops, food trucks, leisure vans. Form → Odoo conversion tracking wired to campaigns. Structured budget, ROAS + gross margin allocation. 11-12 leads/month plateau.
phase metric
compte Ads dédié
● M02 · Greg Bugny + banque visuelle terrain
July-September 2024. Photographer Greg Bugny (opens in a new window) joins. Field visual library: work in progress, mobile workshops installed at client sites, finished food trucks, accessories close-ups. Camille feeds pages daily with these visuals. The site stops looking like a corporate catalogue. It becomes incarnate field.
phase metric
banque visuelle terrain
● M13-15 · Acquisition mature + Meta Ads · Rémy rejoint
October-December 2024. Rémy joins the squad to challenge Ads budget allocation and structure Meta Ads on the account. November peak at 17 leads. Daily editorial production: SEO articles on niches (cabins, anti-slip flooring, modular shelving, fleet marking). Full pillar pages for the 7 typologies.
phase metric
144 leads · année 1
« In niche B2B, you don’t have the mass for blind Ads. Every euro follows per-typology ROAS, we kill what doesn’t deliver, we double down on what pays. »
Rémy · squad
● M16-21 · Année 2 · « moins mais mieux »
January-June 2025. Mature acquisition. Peak at 23 leads in March, 20 in June. Mix stabilises: 31 % mobile workshops, 19 % leisure vans, 15 % food trucks, 19 % accessories. Counter-intuitive GA4 finding: sessions drop 41 % (6,731 → 3,992) but engagement jumps +40 % (59 % → 82.7 %), avg session duration climbs to 2m31s. Less traffic, but ultra-qualified, hence the +17 % signed leads in Odoo despite the volume drop.
phase metric
+17 % leads · −41 % users · +40 % engagement
« Traffic drops, leads rise. Exactly what we want. Qualification has become surgical. »
Rémy · squad
● M22-27 · Pages piliers + optimisation LLM
July-December 2025. Sustained editorial production with LLM and SEO optimisation across the site. Pillar pages rewritten integrating long-tail queries. Olivier Dumont signed articles ghost-written by Camille. Content targets both classic SEO and LLM answers (Claude, Perplexity, ChatGPT) for Amecam B2B queries.
phase metric
pages piliers LLM-ready
● M05 · Phase actuelle · Meta proactif + UGC + Mailchimp
January 2026, today. Peak at 27 leads in March 2026 (30-month absolute record). Now focusing on three projects: proactive Meta Ads (beyond retargeting), UGC video-first production (Greg Bugny + field smartphones), Mailchimp launch for pre-quote prospect nurturing + warm Odoo-tagged lead follow-up.
phase metric
397 leads cumulés
« We’ve crossed a threshold. Digital has become our primary B2B lead source. Word-of-mouth remains, but now it adds to the rest. It no longer carries alone. »
Olivier Dumont · CEO Amecam Van Conversion
M01October 2023 · D0 clean tracking
Synchrone site delivered. HeySquad measurement wired.
M02year 1 · 144 leads · field visual library
The field enters the site. Greg Bugny captures. Camille feeds.
M05March 2026 · record peak
397 cumulative leads. Digital takes the lead.
● 07 · visual proofs
Three dashboards. Three turning points.
▶ 4 reconstructed dashboards · horizontal scroll
09 · the tools
What we installed at Amecam.
Four layers of tools: multi-country acquisition, clean tracking, CRM automation, SEO & site. Everything plugs into server-side measurement and Odoo, nothing in silos.
Ads
Google Ads
Meta Ads
Tracking · data
GA4
GTM Server-Side
Looker Studio
CRM · ERP
Odoo
SEO · contenu
Semrush
- Web agencySynchrone · Belgique
- Photo · videoGreg Bugny
- MarketingHeySquad
13 · margin notes
Three takeaways we brought back from the Amecam field.
- Note 01 · method
On niche B2B measurement: without per-typology tagging from D0, you shoot in the dark. Site form → Odoo synced with mandatory typology dropdown = pipeline self-prioritises without phone untangling. See conversion.
the squad · amecam notebook - Note 02 · method
On niche B2B SEO: 1 KW indexed at start, 25 KW in 30 months. The lever wasn’t content mass, but consistent pillar pages + LLM optimisation (Claude, Perplexity answers). See seo & content.
the squad · amecam notebook - Note 03 · method
On word-of-mouth + digital mix: we didn’t replace word-of-mouth, we stacked on top. Word-of-mouth still carries part of inbound, digital adds the rest. The end customer no longer comes solely through recommendation. See strategy.
the squad · amecam notebook
so? shall we settle in?
You’re niche B2B in Belgium? Let’s see if the Amecam mechanism can hold at your place.
Write to the squad