Scaling Scout & Adventurer Campers' ad programs simultaneously for AMLRV

Overview

AMLRV Manufacturing operates two distinct business units in the recreational vehicle space: Scout Campers and Adventurer. When they reached out to Artifex Digital through their Director of Marketing, Nick, they had an incredible product, strong brand presence, and solid organic momentum. 

What they lacked was a systematized paid acquisition program that could scale their business predictably.

This wasn't a turnaround story. This was a growth story. And six months in, we're just getting started.

The Challenge

No Measurement Foundation

When we conducted our audit, the reality was clear: AMLRV was semi-flying blind. They were running traffic campaigns on Meta with no conversion tracking, occasional Instagram post boosts, and zero infrastructure to measure the effectiveness of their ad dollars. 

For a business selling high-ticket items like campers and RV accessories, this meant they had no idea which marketing efforts were generating actual commercial intent versus just website visitors.

The paid program consisted of basic traffic ads across both business units. No conversion tracking. No systematic approach. No way to scale with confidence.

Disconnected Systems

Beyond the lack of measurement, AMLRV's tech stack wasn't set up to support a sophisticated paid program. 

Lead capture was basic, routing was manual, and reporting was fragmented. 

There was no single source of truth for understanding performance across their two business units.

The Solution

We didn't just optimize their existing setup. We built an entirely new ecosystem from scratch.

Phase 1: Measurement & Tracking Infrastructure

Before we could run effective ads, we needed to see what was happening. We deployed a comprehensive Google Tag Manager setup across both Scout Campers and Adventurer sites, tracking every meaningful conversion point:

• Down payments on camper purchases
• Dealer locator usage (customers finding nearby dealers)
• Camper product customizations
• Contact and lead form submissions
• Phone call tracking
• In-store visit attribution

This wasn't just about installing pixels. This was about creating a complete measurement architecture that connected user behavior on the website to real business outcomes. 

For the first time, AMLRV could see which marketing efforts were generating leads with actual commercial intent versus just curious browsers.

Phase 2: Complete HubSpot Overhaul

One of our biggest accomplishments was bringing in our HubSpot specialist, Matt, to completely rebuild their CRM infrastructure. This wasn't a minor optimization—this was a ground-up reconstruction of how AMLRV captures, routes, and reports on leads.

What we built:

• New lead capture mechanisms are integrated directly into both websites
• Automated lead routing to separate sales teams for Scout and Adventurer
• Clean reporting dashboards tracking leads, deals, deal values, and ROI
• Conversion rate monitoring across the full customer lifecycle
• Separate performance views for each business unit

The real innovation was connecting HubSpot back to our ad platforms. Lead data now flows bidirectionally—website conversions inform our ad targeting, and ad performance data enriches the CRM. We built a closed-loop system where every dollar spent could be tracked to a specific outcome.

Phase 3: Paid Program Deployment

With measurement and systems in place, we deployed a comprehensive program across Meta Ads, Google Ads, and Microsoft Ads. The focus shifted from just driving traffic to capturing high-intent leads and actual down payments.

This wasn't about spending more money. This was about spending smarter—focusing every ad dollar on users with genuine commercial intent who were likely to convert into actual customers.

Phase 4: Creative Strategy & Testing Framework

AMLRV already had exceptional creative assets—beautiful photography, compelling videography, and a strong brand identity. Our job was to turn those assets into performance-driven ads.

We built a monthly creative briefing process in Figma that transforms ad performance data into actionable insights:

• Pull creative performance stats from all ad platforms
• Break down performance by different dimensions (format, messaging, audience)
• Extract learnings and patterns from winning ads
• Create new creative briefs in Figma with specific direction
• Produce new ads and deploy them in the program
• Repeat monthly with continuous learning

This systematic approach ensures we're constantly improving creative performance based on real data, not gut feelings.

Phase 5: Partnership & Location-Based Strategy

High-ticket items like campers have a unique challenge: people want to see and experience the product before buying. We built this reality into the paid strategy by dedicating budget specifically to driving foot traffic to AMLRV's physical dealer locations.

We’re now working with the team to run partnership campaigns with creators and complementary businesses, expanding reach beyond traditional paid channels while maintaining measurement discipline.

‍Phase 6: Historical Reporting & Centralized Dashboards

One challenge with building systems from scratch is the lack of historical context. We solved this by creating clean, comprehensive historical reporting that reconstructed past performance across both business units.

Now, anyone in the organization can access a single centralized dashboard that shows exactly how each business unit is performing—revenue generated, leads captured, ROI on ad spend, and conversion rates—at any time interval. No more hunting through multiple platforms.

The Results

Here's what's remarkable: we're only six months into this partnership, and we've already completely transformed how AMLRV approaches paid acquisition.

From Zero to Complete:

• Full conversion tracking across all critical touchpoints
• Rebuilt HubSpot CRM with automated lead routing and reporting
• Active paid programs on Meta, Google, and Microsoft Ads
• Systematic monthly creative testing framework
• Centralized reporting across both business units
• Location-based campaigns driving in-store visits

But what excites us most isn't what we've accomplished—it's the foundation we've built for what comes next. 

AMLRV now has the infrastructure, systems, and measurement in place to scale their paid acquisition profitably.

Why This Matters

This case study represents a different type of agency engagement. 

We weren't fixing a broken program or turning around a failing business. We were partnering with a competent team that knew they needed to level up their paid acquisition but didn't have the expertise or bandwidth to do it themselves.

Working with Nick and the AMLRV team has been a masterclass in what's possible when a client understands their business deeply and an agency brings systematic expertise to growth. 

They had the product, the brand, and the market opportunity. We provided the paid acquisition architecture to capitalize on it.

This is exactly the type of partnership that excites us at Artifex Digital—working with ambitious brands that are ready to scale, giving them the systems and strategies to do it profitably.

What's Next

Six months in, we've built the foundation. Now comes the exciting part: optimization and scale.

With clean data, systematic testing, and proven infrastructure in place, we're positioned to dramatically increase the efficiency and volume of AMLRV's paid acquisition. Every month, we're learning more about what creative resonates, which audiences convert best, and how to allocate budget across channels for maximum ROI.

The upside from here is massive. And we're just getting started.

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