Birgani
Engine 01

Customer Acquisition Engine

Bring the right buyers, through the right door, with measurable economics.

What this engine solves

Random channel choice. Generic offers. Untrustworthy data.

Most acquisition spend is allocated by habit or by whoever pitched last. The offer is described, not positioned. Tracking is half-built. The result is a marketing report that doesn't reconcile with the bank account.

The foundations

Built in sequence; not as a checklist.

  1. 01

    Demand Diagnosis & Channel Selection

    We review against enquiry quality and revenue; not impressions. The optimisation cadence is documented, not improvised.

  2. 02

    Offer-to-Market Framing

    We sharpen what you sell into something a specific buyer finds difficult to ignore. Description doesn't sell. Framing does.

  3. 03

    Tracking & Attribution Baseline

    Before launching anything, we set up the measurement layer: events, conversions, source visibility, and a clean baseline. No tracking, no truth.

  4. 04

    Landing Page or Enquiry-Path Alignment

    The destination of every click is engineered to mirror its promise — and direct decisive action, not browsing.

  5. 05

    Primary Channel Build & Launch

    The right primary channel is built properly: structure, creative, targeting, naming, and launch hygiene. We earn the right to add channels later.

  6. 06

    Optimisation Cadence & Commercial Reporting

    We review against enquiry quality and revenue — not impressions. The optimisation cadence is documented, not improvised.

Proof in practice

The same six foundations, applied to a real business.

Parkway Pizza already had marketing activity. Ads were running. Social was posting. Traffic was arriving. None of it was producing reliable orders, and the owner had concluded that the channel — Google Ads — "didn't work." The diagnosis showed something different: the channel wasn't the problem. The acquisition system around the channel was.

Online Commercial System · Local Food / Takeaway · Sheffield

Parkway Pizza

A Customer Acquisition Engine rebuild that inverted the unit economics of the takeaway's ad spend — from losing money on every click to making roughly £6.22 in revenue for every £1 spent.

Metric
Before
After
Ad spend
£914
£521
Revenue produced
£280
£3,240
Conversions
14
162
Return on ad spend
£0.31 per £1
£6.22 per £1

The same business. The same product. A rebuilt acquisition system.

Where each of the six foundations showed up in this engagement:

  • 01Demand Diagnosis & Channel Selection

    Google Search was rebuilt as the primary channel; properly structured, properly targeted, properly tracked. The lower spend after launch was deliberate, not accidental.

  • 02Offer-to-Market Framing

    The menu was rewritten from an ingredient list into outcomes the buyer could feel. The proposition stopped describing food and started selling the first bite.

  • 03Tracking & Attribution Baseline

    Conversion events, source visibility, and order tracking were rebuilt before any ad changes were made. Nothing was optimised against numbers we couldn't trust.

  • 04Landing Page or Enquiry-Path Alignment

    The landing page led with high-priced bundles, creating instant price resistance. It was restructured to lead with standard-priced options and guide the buyer toward ordering, not browsing.

  • 05Primary Channel Build & Launch

    Google Search was rebuilt as the primary channel — properly structured, properly targeted, properly tracked. The lower spend after launch was deliberate, not accidental.

  • 06Optimisation Cadence & Commercial Reporting

    The reporting moved from impressions and likes to spend, conversions, revenue, and return on ad spend. The conversation with the owner became commercial, not cosmetic.

The £914-spend-for-£280-revenue period and the £521-spend-for-£3,240-revenue period weren't the result of a bigger budget. They were the result of the system around the budget being rebuilt foundation by foundation.

Read the full Parkway Pizza case study
Specialist add-ons

Added when the commercial logic justifies it.

Retargeting Layer

Re-engage warm visitors with sequenced messaging that respects where they are in the decision.

Creative & Ad Asset Development

Map presence, reviews, local content and local pages; designed to dominate the catchment.

Secondary Channel Expansion

When the primary channel is profitable and stable, we layer secondary channels deliberately.

Seasonal / Promotional Sprints

Time-bound campaign sprints around peaks, sales windows, and category seasonality.

Local Search Dominance Layer

Map presence, reviews, local content and local pages — designed to dominate the catchment.

What changes after this engine is in place

Acquisition stops being a guess and starts being a system.

Once the engine is operating, six things change about how acquisition feels inside the business; not in marketing reports, but in the way decisions get made and the way the numbers behave.

  • 01

    Spend becomes traceable to revenue.

    Every monthly invoice can be tied to specific channels, specific campaigns, and specific commercial outcomes. The marketing report and the bank account start agreeing.

  • 02

    The team stops debating which channel "works."

    Channel selection becomes a diagnosis, not an opinion. The argument moves from preference to evidence, and the business stops paying for activity that was never the right fit.

  • 03

    Enquiry quality stabilises.

    The acquisition system filters for buyers who match the offer — so sales conversations get easier, close rates get more predictable, and the team stops wasting time on enquiries that were never going to convert.

  • 04

    Reporting becomes a five-minute review.

    Promotional sprints, seasonal pushes, and offer-driven activity get tracked separately and run alongside the always-on engine; instead of disrupting it. Short-term and long-term acquisition stop competing.

  • 05

    Increasing spend becomes a confident decision.

    When the system is producing measurable economics, scaling stops feeling like a gamble. The business knows what each additional pound is likely to return — and adds budget where it actually pays.

  • 06

    Seasonal campaigns stop fighting always-on activity.

    Promotional sprints, seasonal pushes, and offer-driven activity get tracked separately and run alongside the always-on engine — instead of disrupting it. Short-term and long-term acquisition stop competing.

Engagement reality

What working with Birgani actually looks like.

This isn't ad management retainer work. The Customer Acquisition Engine is a structured engagement with a defined build phase, a recurring optimisation rhythm, and a clear investment shape. Here's how it runs.

01 · TIMELINE

Diagnostic and build first. Optimisation second.

The build phase covers demand diagnosis, tracking architecture, offer framing, landing page alignment, and primary channel launch. The monthly retainer covers the recurring optimisation cadence, commercial reporting, and channel performance management. Scope is confirmed during the diagnostic call before any commitment; no engagement starts until the commercial case is clear on both sides.

02 · WORKING TOGETHER

Founder-led, not handed off.

Engagements are run directly by Javad Birgani, not assigned to junior account managers. We work alongside any existing internal team or trusted suppliers — a developer, a brand designer, or a sales lead — without duplicating their work. What we don't do is replace decisions you should be making about your business; the diagnostic and reporting are designed so you stay commercially in control.

03 · INVESTMENT

Engagements typically start from £2,500 build phase, with ongoing optimisation from £1,500/month.

The build phase covers demand diagnosis, tracking architecture, offer framing, landing page alignment, and primary channel launch. The monthly retainer covers the recurring optimisation cadence, commercial reporting, and channel performance management. Scope is confirmed during the diagnostic call before any commitment — no engagement starts until the commercial case is clear on both sides.

Who this engine is for

A fit-check before you book the call.

The Customer Acquisition Engine is built for a specific kind of business at a specific stage. It is not a fit for everyone, and we'd rather say that clearly here than waste a diagnostic call on either side.

A strong fit if:
  • You run an owner-managed local business that's already commercially credible offline
  • You're spending on ads, local search, or both — and can't reliably tell which spend is producing revenue
  • You're tired of marketing reports that don't reconcile with the bank account
  • You're willing to look at the whole acquisition system, not just the ad account
Not a fit if:
  • You're pre-revenue with no commercial baseline to diagnose against
  • You want ads run with no interest in tracking, offer framing, or post-click conversion
  • You're looking for the cheapest possible monthly retainer rather than the highest-leverage commercial system
  • You're not willing to make changes to landing pages, offers, or measurement when the diagnosis calls for it
Next step

Want to see where your acquisition spend is actually going?

The diagnostic call is a structured 30-minute conversation. We review your current channel mix, your tracking integrity, and your post-click conversion path; then send you a written summary of the highest-leverage first move, whether you go ahead with Birgani or not.

Book the diagnostic callOr see how Birgani works →