Equipvan fits out vans for French tradespeople, selling accessories online and quoting complete mobile workshops. Since 2017 Midsummer Agency has run its Google Ads, tracking, conversion work and SEO, through site rebuilds and a shift from online sales to quote requests.
PPCCROAnalyticsSEOFeed Management
Equipvan designs and installs fittings for utility vehicles from its base in Le Chambon-sur-Lignon, in central France: modular racking, shelving and drawer units that turn a van into a mobile workshop. It sells exclusively in France, in French, to professionals.
The website runs 2 businesses at once.
Every van make and model needs its own parts, and the people searching include weekend campers as well as tradespeople with a fleet to equip.
We started on Google Ads in 2017 and have stayed through every rebuild of the site since.
Equipvan wanted 2 things from its website: more accessories sold online, and more quote requests for the fit-outs that make up the heart of the business. Both depended on Google Ads, and both depended on knowing which clicks turned into money.
That second part is where we saw the biggest opportunity.
A van fit-out is also a very specific search. A roof rack for one van model doesn’t fit the next, and a lot of people typing aménagement utilitaire (van fit-out) want a bed in the back for a camping trip, which Equipvan doesn’t sell.
Over the years the ground kept moving: Universal Analytics shut down, the site was rebuilt more than once, and the business moved its CRM and then its website onto Odoo. Each change meant making sure the data the whole account steered by stayed accurate.
We started on Google Ads in 2017 and supported the website redesign that year with CRO and tracking. Web Analytics has run through the whole partnership, and SEO grew from early quick wins into a full technical audit in 2026.
ServicesGoogle Ads · Feed Management
In 2017 we built the search campaigns around the products French tradespeople actually look for: galeries (roof racks), arrimage (load securing), loading ramps, towbars, locks. For roof racks and steps we went down to an ad group for each van make and model, so someone searching for a rack for their own van landed on the rack that fits it.
We split the one big Shopping campaign into a campaign per category, launched dynamic remarketing for product viewers and cart abandoners, and added Pour Véhicule Utilitaire (for utility vehicles) to every product title in the feed, so the ads said plainly who they were for.
We paused campaigns whenever the page behind them wasn’t ready yet. When the paneling pages had no button to ask for a quote, we paused their ads, then switched them back on once the pages were fixed. That habit is why PPC and CRO have always worked as one job on this account.
As Google’s campaign types changed, we moved the account to Performance Max segmented by product category and price range, with Search and retargeting alongside. A tie-down strap and a full drawer unit no longer compete for the same budget.
When Equipvan put quote requests first in 2025, we cut every keyword pulling in private buyers fitting out a van for camping, and helped plan landing pages for fleets and for trades such as plumbers and electricians. In 2026 we narrowed Shopping to a short list of 11 products and brought back the Pour Véhicule Utilitaire titles from the original feed.
ServicesConversion Audit · UX & Design
Since 2017 we have been watching real sessions with Hotjar and Microsoft Clarity: polls, heatmaps, recordings and dead clicks, checked against the analytics. Early on, that meant small fixes with big reach, like turning the gray quote button red and splitting the paneling page by material.
A year of heatmaps showed visitors heading straight for the search box, the load-securing category and the contact link, while one menu category drew almost no clicks. We recommended reorganizing the menu and making the contact link a proper button.
We also found category pages showing the same placeholder heading, “Produits”, instead of their own name, which confused shoppers and duplicated content for Google. The client rewrote the category content following our deck, starting with the top sellers.
When the focus moved to lead generation, the homepage still sold like a shop. Our CRO review proposed changing the main button from Contactez-nous (contact us) to Demander un devis (request a quote), making the phone number a clickable button and 8 new header lines, all laid out in full-page mockups. The new lead-gen homepage went live at the end of 2025.
ServicesGoogle Analytics 4 · Google Tag Manager · Consent Mode · Looker Studio
One of our early analytics jobs was a reconciliation. We lined up the shop’s orders against Google Analytics month by month to find the ones going missing, and measured how the 2 forms performed: between mid-2017 and the end of 2018, desktop visitors completed them at almost 3 times the mobile rate.
When Universal Analytics was retired, we rebuilt the tracking in Google Analytics 4 through Google Tag Manager, with ecommerce intact. We tracked the actions that matter to a B2B business:
In 2024 we implemented Consent Mode and fixed the ecommerce tracking in Tag Manager.
Our Looker Studio report puts Google Ads spend, Analytics sales, form requests and the sales recorded in Odoo side by side. When the Odoo site upgraded to version 19, we updated the revenue tracking so online sales kept reaching the report.
ServicesTechnical SEO · On-Page Optimization
SEO started small in 2017 with quick wins: cleaner URLs without the product and product-category folders, and better titles on the archive pages.
In autumn 2025 a robots.txt change on the /fr and /en paths asked Google to stay out of the site. Within days every product in Merchant Center was disapproved. Google Shopping can’t show a product Google isn’t allowed to look at.
We traced the cause, pointed the old .biz addresses at the .fr site, and got the pages indexed again. Shopping was delivering again within the month.
In early 2026 we followed up with a full technical audit and a redirect plan for the developers:
Once the GA4 tracking was in place and Performance Max was split by category and price, revenue grew 20% year over year. Form submissions rose 48% and offline sales, the fit-outs that start as a quote request, rose 23%, both year over year.
On the site itself, the overall conversion rate in 2022 came in 77% higher than in 2021.
Today the account runs on one report that joins ad spend, form requests and Odoo sales, so ad spend and sales, online and offline, sit in one place.
Micky
Pay Per Click · CRO
Runs the Google Ads account and the CRO reviews, and has been on Equipvan from the make-and-model campaigns to the new homepage.
Marco
Web Analytics
Looks after the tracking, from Google Tag Manager to the revenue data coming out of Odoo.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
