● 03 · the starting point
SEA account taken over. No clean tracking. ROAS below target.
The Google Ads account existed before us. Another agency had been piloting it for years. Budgets were spent, but ROAS stagnated, campaigns overlapped, Verlaine and Malmedy sometimes cannibalised each other on the same keywords.
No server-side tracking possible (the site is managed by the brand). Jérôme can only act on two levers: ad algorithm optimisation and event reporting with maximum information embedded.
The Liège entertainment market is saturated. No room for trial-and-error: every euro must follow a clear per-venue objective, and the target ROAS is set at 8.
Scattered campaigns, Verlaine/Malmedy cannibalisation, ROAS below target. No site to rebuild: everything plays out in the ad algorithms..
↳ 90 % of digital acquisition budget = SEA · target ROAS 8 to hold
● 03 · mission identity card
Tactical identity.
- Callsign
- BRAVO-02
- Client
- Battlekart
- Squad
- jérôme · camille · rémy
- Dates
- October 2025 · ongoing
- Direction
- Director Malmedy + Verlaine
- Day-to-day
- marketing manager · Meta Ads on-boarded by HeySquad
- Venues
- Battlekart Verlaine
- Battlekart Malmedy
- Targets
- Liège leisure families
- corporate team-building groups
- birthdays · stag/hen
- weekend couples
● 04 · briefing in three steps
What existed. The plan. What runs today.
- Étape 01
What existed
Google Ads account managed by another digital agency. Stagnant performance, scattered campaigns between Verlaine and Malmedy. No funnel structure (Tofu/Mofu/Bofu absent). No server-side tracking possible (site managed by the brand). ROAS below the target of 8.
- Étape 02
The initial plan
Full audit + costed recommendations plan. Complete takeover of Google Ads account by Jérôme. Deployment of a structured TMB (Tofu / Mofu / Bofu) funnel: venue awareness, site visit, online purchase. Explicit per-venue segmentation (Verlaine vs Malmedy). GA4 event reporting with maximum contextual information embedded in each conversion.
- Étape 03
What runs today
ROAS 8 stabilised across the Google Ads account. +54 % GA4 key events Verlaine in the current period (12,582 vs 8,156 in the pre-HS-management period). +€25k GA4 attributed value over 6 months under HS management vs previous 6 months. Google Ads TMB funnel live (DemandGen · Performance Max · Branding) with CMP + Google Consent V2 as clean GDPR base, events de-duplicated, split by zone. Meta Business account opened November 2025, Noémie La Rocca on-boarded by Jérôme, Rémy piloting since February 2026. Video lead-gen campaign launched in January to feed the TOFU. Malmedy funnel rebuilt as Andromeda in March (the classic TMB didn’t take on that venue, Verlaine keeps it).
● 06 · the field journal
8 months on Battlekart. Here’s what we wired up.
● M01 · Octobre 2025 · Audit du compte SEA hérité
October 2025. Mission opened via Epic Agency (opens in a new window) partnership. Audit of the Google Ads account managed by the previous agency: campaign structure, targeting, conversion quality, Verlaine/Malmedy cannibalisation. Recommendations plan delivered to François Smal with costed prioritisation. The previous agency stays in place during handover.
phase metric
audit + plan livrés
« The account was running, but with no funnel logic. Campaigns stepped on each other, Verlaine and Malmedy bid on the same keywords. First step: put the house in order. »
Jérôme · squad
● M02 · Novembre 2025 · Refonte GA4, GTM + Consent V2, objectifs Google Ads
November 2025. A loaded month: Jérôme takes full control of the account. Full GA4 rebuild: kill the events that came through twice (inherited duplicates that biased the algos), enrich every conversion with the venue dimension (Verlaine vs Malmedy). GTM reset + CMP (Consent Management Platform) + Google Consent Mode V2 cleanly installed: healthy GDPR base, consent signals correctly reported to the algos. Google Ads objectives reset per venue, campaigns split by zone, Display/Video cut where they drove volume without paying.
phase metric
GA4 refondu · objectifs Ads · Consent V2
« With no server-side tracking possible here, we only have one real lever: clean GA4 measurement and events that carry maximum information. That’s what lets Google algos sort the good traffic from the noise. »
Jérôme · squad
● M02 · Novembre 2025 · Ouverture du compte Meta · on-boarding Noémie
November 2025. Alongside the SEA takeover, Battlekart opens a second acquisition channel: Meta Business. Account creation, Meta tracking configuration on the algo side. Jérôme trains and on-boards Noémie La Rocca (Battlekart marketing manager) on daily Meta Ads management. Noémie takes charge of creation, account feeding, creatives and copywriting. HeySquad stays in support coverage.
phase metric
Meta ouvert · Noémie on-boardée
● M03 · Décembre 2025 · Scaling de tout · tunnel TMB déployé
December 2025. General ramp-up on both venues. Tofu / Mofu / Bofu funnel deployed on Google Ads: DemandGen to capture interest at the top (venue awareness), Performance Max to convert the middle (site visit), Branding to catch navigational queries (« Battlekart Verlaine » direct search → purchase). Budget scaling, bid adaptation to weekend peaks, per-venue conversion objectives fed by clean post-rebuild events.
phase metric
TMB déployé · scaling 2 centres
● M04 · Janvier 2026 · Optimisation + campagne lead gen vidéo · ROAS 8
January 2026. Continuous optimisation on GTM and Google Ads. Launch of a new video lead-gen campaign to feed the top of the funnel (TOFU) and grow awareness for both venues. ROAS stabilised around 8 across the account (target framed with François Smal). Per-venue CPA becomes readable, budget prioritisation runs on signal. End 2025 + January 2026 = exceptional peak on the account.
phase metric
vidéo TOFU · ROAS 8 · +25 k€
« When ROAS holds at target for months, it’s no longer luck. It means the mechanics are in place: clean GA4 measurement, per-venue segmentation, piloted allocation. »
Jérôme · squad
● M05 · Février 2026 · Rémy rejoint le pilotage Meta
February 2026. Rémy joins Meta piloting to support Noémie in the ramp-up and frame the per-venue strategy. Over 6 months (Nov 25 → Apr 26), 404,453 reach on Meta TOFU Malmedy, 670k+ MOFU clicks across both venues. Verlaine runs on a classic TMB that performs; Malmedy struggles to turn reach into web results.
phase metric
404 k reach · 670 k+ clics
« We support Noémie without taking her place. She handles creatives and copy, we frame the Meta strategy, we challenge the numbers. She decides, we tool. »
Rémy · squad
● M06 · Mars 2026 · Refonte du funnel Malmedy en Andromeda
March 2026. On Malmedy, the classic TMB funnel (segmented Tofu / Mofu / Bofu) doesn’t take: despite the reach, web performance stays weak. Decision: rebuild the Malmedy funnel as Andromeda — a consolidated campaign structure, the opposite of the segmented funnel, letting the algo arbitrate targeting on a single purchase signal rather than siloing audiences by layer. Verlaine keeps its classic TMB that performs.
phase metric
funnel Malmedy → Andromeda
« The classic funnel works on Verlaine, not on Malmedy. We don’t dig in: we switch Malmedy to a consolidated structure and let the algo arbitrate. Test, read, correct. »
Rémy · squad
● M07+ · Avril-mai 2026 · Phase actuelle · cap tenu
Today. Course maintained: ROAS 8 across the Google Ads account, reading the first Andromeda results on Malmedy, continuing the classic Meta TMB on Verlaine with Rémy. Supporting Noémie on project management and digital Meta strategy. Liège entertainment competition still dense, but the mechanics hold over eight months.
phase metric
ROAS 8 maintenu
M02SEA takeover · 2 venues aligned
October-November 2025. Jérôme takes over the account. The cleanup begins.
M04Nov 2025-Apr 2026 · +€25k GA4
Six months at ROAS 8. The mechanics hold.
M05SEA + Meta · 2 venues firing
End 2025. January 2026. Exceptional peak on the account.
● 07 · visual proofs
Three dashboards. Three turning points.
▶ 3 reconstructed dashboards · horizontal scroll
09 · the tools
What we installed on the Battlekart account.
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
Social · community
Facebook
Instagram
- Partnership originEPIC Agency · Liège
- Paid acquisitionHeySquad
- Web · contentBattlekart (enseigne interne)
13 · margin notes
Three takeaways we brought back from the Battlekart field.
- Note 01 · method
On taking over an inherited SEA account: you don’t shut down the previous agency overnight. Audit delivered, plan validated, progressive handover · historical conversion tracking is not lost. Event de-duplication cleanup and per-zone split happen before TMB restructuring, not after. See paid acquisition.
the squad · battlekart notebook - Note 02 · method
On CMP + Google Consent Mode V2: without this base, the TMB funnel was built on sand. Consent signals now reach the ad algos cleanly, a condition for ROAS to hold for 6 consecutive months. See tracking & measurement.
the squad · battlekart notebook - Note 03 · method
On mentoring Noémie on Meta: we don’t take the client’s place. She handles creatives and copy (she knows the field), we frame strategy and challenge numbers. The right balance holds when decisions stay on the Battlekart side.
the squad · battlekart notebook
so? shall we settle in?
You pilot several sites with a stagnating inherited SEA account? Let’s see if the Battlekart mechanism can hold at your place.
Write to the squad