Case study · Portrait · Théobald Group
Ten brands, three countries, one tidy account
From Metz to Namur, ten brands and dozens of campaigns. We merged them, sorted them brand by brand and city by city, and the group got more requests on a lighter budget.
MG, Omoda & Jaecoo, Hyundai, Honda, Opel, Mitsubishi, Suzuki, Chery, Lotus, Isuzu · north-east France, Belgium, Luxembourg · client since 2021
The scene
One group, ten brands, one question
When a group sells ten brands from Metz to Namur, the question is no longer "how many clicks?". It is: what does each euro bring in, in each city?
At the start, every brand had its own campaigns, sometimes several for the same model, competing for the same searches. The budget went up, results did not follow, and reporting lived in exports glued together by hand.
How we took it on
Fewer campaigns, better organised
In 2025, we merged the campaigns: the monthly budget was halved, so was the cost per conversion, and the volume held.
Campaigns that stepped on each other were merged: €6.1 then €3.1 per conversion between early and late 2025.
2.3 times more form leads in Q1 2026 than in Q1 2025, on 39% less budget.
Short, local ads: €17 per lead, against €39 on multi-model campaigns.
The tracking audit went from 62 to 88 out of 100 in one week, in March 2026.
+34% website forms in one month, in summer 2026.
Hyundai went from 6 to 21 leads month on month.
What the group reads every month
Brand by brand, city by city
The group's dashboard has three views: the whole group, each brand, each city. The monthly review relies on it, and so do the budget decisions.
« Ten brands, three countries: we finally have a single view of what each euro brings in, brand by brand and city by city. »
What you can take home
Three habits for a dealer group
Two campaigns on the same search push each other's price up. One, well organised, buys for less.
One ad per dealership, a few days before the event: leads cost less than half.
A group average hides everything. The city view shows where the budget works, and where it sleeps.
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