Search and shopping
Non-brand capture structured around the language buyers use to describe the problem, with brand defence budgeted separately so the two never share a performance line.
Growth & Demand
Performance marketing priced against payback.
We run paid acquisition where the reporting line is acquisition cost against contract value, not impressions and click-through rate. A channel that cannot demonstrate incremental contribution does not keep its budget.
- Baseline period
- 21 days
- Before any budget moves
- 21-day diagnostic
- Reporting cadence
- Weekly, against pipeline
- Minimum engagement
- Six months
What the engagement covers
Six moving parts, one budget line.
Every element below is delivered by the same team, so nobody can blame the landing page for the traffic or the traffic for the landing page. Scope is fixed in writing before the first campaign goes live.
Paid social and demand creation
LinkedIn and Meta programmes targeted at accounts matching your closed-won profile, built from CRM exports rather than broad platform lookalikes.
Landing page and offer testing
Page-level tests aimed at the objections that appear in lost-deal notes, shipped by our own front-end developers instead of queued behind your product roadmap.
Bid and budget governance
Reallocation rules agreed before the quarter starts, with thresholds that trigger a shift automatically. Decisions stop being renegotiated in every status call.
Creative production
Ad sets rebuilt on a fixed cadence, with fatigue tracked per placement rather than per campaign, so a single tired asset does not drag an entire channel down.
Measurement and attribution
Server-side events joined to CRM stages, so the monthly report reconciles to the finance ledger without a spreadsheet in the middle.
Why this works
Four decisions that separate this from channel management.
Most paid accounts are not underperforming because of bidding. They are underperforming because the numbers used to judge them were never accurate in the first place.
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Budget follows incremental contribution
Platform attribution rewards whatever sits closest to the click, which is often branded search absorbing demand created somewhere else. We use holdouts and geo splits to test incrementality, then move budget only where the test supports an additional contribution.
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One team owns the traffic and the page it lands on
Conversion rate is the cheapest variable in the equation, and it is the one agencies usually cannot touch. Because our developers sit on the same engagement, a page rewrite ships in days rather than entering a backlog behind product work.
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Decision rules are written before the month starts
We agree in advance what payback threshold triggers a budget increase, what triggers a pause and how long a test runs before it is judged. Nobody argues about a channel at the end of the month, because the rule was set at the beginning.
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Reporting is built for the finance review
The weekly report shows spend, qualified pipeline and payback by channel, tied to CRM records. It is the same document your finance lead reads, which removes the translation layer where most agency relationships quietly break down.
What you get
Outcomes you can hold us to.
These are example acceptance criteria for scoping. Final targets are set against the client's baseline during the 21-day diagnostic and stated in the engagement letter.
8 months
Example payback target
An eight-month ceiling can be used as a planning target when the diagnostic supports it; the signed scope defines the actual threshold and remedy.
One report
Numbers everyone shares
Marketing, sales and finance review the same weekly figures, sourced from your CRM rather than four platform dashboards that disagree.
Zero
Spend on unproven channels
Nothing carries budget on the strength of last-click credit alone. Every active channel has passed an incrementality test you can inspect.
Day 22
Execution begins
Diagnostic on days one to twenty-one, then delivery against a plan with named owners, agreed budgets and fixed deadlines.
The detail
Terms, team and platforms.
Media budget is paid directly to the platforms and invoiced by them, never marked up through us. The retainer covers the work, and it does not scale with your spend.
Discuss an engagement- Onboarding
- 21-day diagnostic, tracking rebuild, baseline economics model
- Team assigned
- Senior paid media specialist, analyst, front-end developer
- Platforms
- Google Ads, Microsoft Advertising, LinkedIn, Meta
- Reporting
- Weekly pipeline report, monthly economics review with finance
- Account ownership
- Yours throughout, including historical data on exit
- Minimum engagement
- Six months, then rolling with 60 days notice
Questions we are asked first
Before you send a brief.
If your question is not here, write to info@bari-buti.com and you will get a direct answer from the person who would run the account.
We take on accounts from roughly 15,000 euros of monthly media spend. Below that figure the statistical noise is larger than the improvements we could make, and you would be paying a retainer for work that cannot be measured properly. If you are under that threshold, the honest recommendation is usually technical SEO and lead generation first.
You do, from the first day to the last. We work inside your accounts under our own user credentials. If the engagement ends, we remove our access and everything stays where it is, including the tracking layer, the reporting queries and the full campaign history.
Structural fixes to tracking start in the first week, because everything else depends on them. Budget itself does not move until the diagnostic is signed off on day twenty-one. Agencies that reallocate spend in week one are guessing, and you will have no baseline left to judge them against.
That is the most common arrangement. Typically the in-house team keeps brand, lifecycle and content, and we take non-brand acquisition, measurement and the landing layer. Responsibilities are written down at kickoff, including who can pause a campaign, because ambiguity there costs more than any bidding mistake.
It gets paused at the threshold agreed in advance, and the budget moves to the next ranked opportunity. We will tell you when a channel we recommended has stopped working, in the weekly report, in writing. An agency that never reports a loss is not measuring anything.
Works well with
The disciplines that compound this one.
Paid acquisition sets the ceiling on how fast you can grow. These three decide how expensive that growth stays.
Next step
Send us the account, and we will tell you what it is actually earning.
The diagnostic is a fixed-fee engagement with a written deliverable. You keep the model and the plan whether or not you retain us afterwards.