● 03 · briefing in three steps
What existed. The plan. What runs today.
- Step 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.
- Step 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.
- Step 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.
● 04 · the field journal
30 months on Amecam. Here’s what we wired up.
● M01 · Digital launch + tracking setup
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 scoped
« The site is new. The product is solid. Everything digital around it is missing. We start with measurement. »
Jérôme · squad
● M04-06 · First SEO wave + Odoo form sync
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 months
« 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 · dedicated account + first campaigns
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
dedicated Ads account
● M10-12 · Greg Bugny + on-site visual library
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
on-site visual library
● M13-15 · Mature acquisition + Meta Ads · Rémy joins
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 · year 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 · Year 2 · “less but better”
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 · Pillar pages + LLM optimization
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
LLM-ready pillar pages
● M28+ · Current phase · proactive Meta + 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 cumulative leads
« 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.
M10-12year 1 · 144 leads · field visual library
The field enters the site. Greg Bugny captures. Camille feeds.
M28+March 2026 · record peak
397 cumulative leads. Digital takes the lead.
● 05 · visual proofs
Three dashboards. Three turning points.
annual qualified leads
- 01Pillar pages for all 7 vehicle types
- 02Google Ads and Meta structured by type
- 03GA4: −41% sessions, +40% engagement
Source : Odoo Amecam (144 vs 169 leads) + GA4 Amecam (engagement/sessions) · Jan 2024-Dec 2024 vs Jan 2025-Dec 2025
Mobile workshops dominate. Leisure vans growing.
leading today: mobile workshops, 31%.
- 01Vehicle type required in the form
- 02Every lead tagged in Odoo
- 03Pipeline prioritised by category
Source : Odoo Amecam · 397 tagged leads · Dec 2023 → May 2026
From « word-of-mouth only » to 6 structured digital channels
Paid Search leads, 6 channels.
- 01Organic first in key events (160 vs 116)
- 02Direct and referral: 17%, word of mouth tracked
- 03Meta for awareness, conversion comes next
Source : GA4 Amecam Van Conversion · 1 Jan 2024 → 15 May 2026
07 · the tools
What we installed at Amecam.
The tools actually used on the mission, grouped by layer: acquisition, measurement, and everything that connects the data. Wired end to end, never in silos.
Ads · social
Google Ads
Meta AdsYouTube
Tracking · data
Google Analytics 4
GTM Server-Side
Looker Studio
SEO · content
Semrush
Email · CRM
Mailchimp
Odoo
IA
Claude
ChatGPT
- Web agencySynchrone · Belgique
- Photo · videoGreg Bugny
- MarketingHeySquad
11 · 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