Frequently asked questions

Moustafa Bahri is an independent Google Ads and Meta Ads strategist based in Paris, France. He runs Paid Media programs for international startups entering the French market, builds full tracking stacks (GA4, GTM, Conversions API), designs landing-page UX/UI, and writes SEO and AIO copy. He also acts as a fractional Head of Digital and Product for select retainers.

Bahri.studio engagements start at €1,500 for a one-off Audit & Strategy, €3,000 for a Full-Stack Build (zero-to-launch), and €4,500 per month for a Digital Transformation retainer with a 3-month minimum. Pricing is fixed-scope, not hourly. Most agencies in Paris charge 12–20% of ad spend or €80–150 per hour. Fixed scope is more predictable for budgets between €10K and €100K monthly.

An Audit is a one-week diagnostic of your account, tracking, landing pages, and SEO/AIO surface, delivered as a written report and a 30-minute Loom walkthrough. A Full-Stack Build takes you from zero to a launched campaign with full tracking, ad copy, and landing-page UX/UI. A Retainer is ongoing weekly optimization plus product and roadmap work, monthly reporting, and quarterly OKRs.

An audit takes 5 business days from kickoff. Quick wins (negative keywords, broken conversion events, wasted spend on non-converting placements) usually surface within the first 48 hours of access. Structural changes (account architecture, attribution model, Conversions API) take 2–4 weeks to compound into ROAS improvement. Most clients see CPA reduction within the first month after audit fixes.

Healthy blended ROAS for French ecommerce sits between 3× and 6× depending on margin, AOV, and category. Sub-2× is unprofitable for most product businesses. Top-performing high-intent Search campaigns can hit 8–20× when keyword and audience targeting is tight. Peak ROAS on the bahri.studio flagship FR account reached 47× on Search High-Intent. Always optimize blended ROAS, not channel-only ROAS.

B2B SaaS ROAS targets are different. Optimize for CPL (cost per lead) and CAC payback under 18 months instead. Healthy CPL for mid-market SaaS in France ranges from €30 to €150 depending on ICP. LinkedIn Ads CPL is typically 3× higher than Google Search. Track LTV:CAC and pipeline-attributed revenue, not first-click conversion. Conversions API server-side is mandatory for B2B funnels with long sales cycles.

Yes. Every Build and Retainer includes server-side Conversions API for Meta and Enhanced Conversions for Google Ads. Setup uses GTM server-side container or direct backend integration depending on stack (Stripe, Shopify, custom). This recovers 15–40% of conversion data lost to iOS 14, ad blockers, and cookie restrictions, which directly improves bid algorithms and ROAS.

Yes. Standard scope includes a clean GA4 property, GTM container with documented tags and triggers, custom events for the buyer journey, cross-domain tracking if needed, consent mode v2 with EEA region defaults, and a Looker Studio dashboard pulling GA4 plus Google Ads plus Meta into one weekly report. Existing accounts get migrated and audited rather than rebuilt.

Most engagements are fully remote. Kickoff and review meetings happen on Google Meet or Zoom. Calendly handles scheduling across time zones. Paris and Île-de-France clients can request quarterly on-site sessions if useful. Past clients have been based in Paris, Beirut, Tokyo, Berlin, and elsewhere in Europe. Working hours are CET, with replies within 24h Monday through Friday.

Yes. Meta Ads is a primary channel alongside Google Ads. Standard scope covers campaign architecture, creative briefing, audience strategy (interest, lookalike, custom), Conversions API server-side, and creative iteration cadence. The flagship FR account runs Google plus Meta plus LinkedIn simultaneously, with shared attribution and a single ROAS view across all three platforms.

Yes, for B2B clients with target ICPs reachable on LinkedIn (decision-makers, finance, tech, professional services). LinkedIn Ads scope includes campaign architecture, audience targeting (job title, company size, industry), creative direction, lead-gen forms, and CRM integration. CPL is typically higher than Google or Meta but matched ICP quality is significantly stronger for sales-led pipelines.

Both. Every Build and Retainer includes ad copy (Search, Display, Performance Max, Meta, LinkedIn) plus creative direction (briefs, hooks, scripts, motion direction). Production of static and video assets can be subcontracted to trusted partners or kept in-house with the client's existing team. The strategist owns hooks, message-market fit, and the test cadence.

Yes. Hand-coded landing pages or Webflow, Framer, Shopify section builds depending on stack. Scope covers UX/UI in Figma, copywriting with SEO and AIO structure, conversion tracking integration, A/B test setup, and Core Web Vitals optimization. Speed matters: a 1-second improvement in load time typically lifts conversion rate 7–10% on paid traffic.

Communication and deliverables in French, English, or Arabic. Native French and Arabic, fluent English. Most ad copy and landing pages are written in French for the FR market and English for international or pan-European campaigns. Bilingual deliverables (FR plus EN) are standard for Paris-based startups serving both domestic and export segments.

Yes. Many engagements are fractional Head of Digital or strategic oversight on top of an existing in-house team or agency. Role definition is set in the first kickoff: who owns execution, who owns strategy, who owns reporting. Direct collaboration with creative agencies, dev teams, CRM consultants, and existing media buyers is standard. Avoid duplicate ownership of the same lever.

The sweet spot is €10K to €100K monthly ad spend. Below €5K monthly, fixed-scope consulting fees outweigh the marginal lift available — better to use platform-native automation (Performance Max, Advantage+) and a one-off audit. Above €100K monthly, the engagement typically expands into a fractional Head of Digital role with cross-channel attribution, MMM, and multi-team coordination.

Single operator, no account managers between you and the strategist. Same brain runs Paid Media, the tracking stack, the landing page UX/UI, and the SEO/AIO surface. Agencies typically split these across 3–5 specialists with handoff overhead. Pricing is fixed-scope, not percentage of ad spend. Trade-off: limited slots per quarter, no scaled team, no white-label work.

A fractional Head of Digital owns digital strategy, Paid Media, the measurement layer, UX/UI of website and app, and the product roadmap that connects them — but works 1 to 3 days per week instead of full-time. Common at startups in seed to Series B that need senior leadership without the cost or commitment of a full-time hire. Engagement length is typically 3 to 12 months.

Strongest track record in B2C ecommerce, B2B SaaS, fintech, sport-tech, content media (podcasts), and international product launches in France. Vertical-agnostic on the core skill set (Paid Media, tracking, UX/UI, AIO). Vertical depth matters less than ICP clarity and clean unit economics. Past engagements span Tokyo to Beirut to Paris, across recruiting, finance, retail, sport-tech, and ecommerce.

Three numbers per engagement, agreed in the kickoff: a primary efficiency metric (ROAS or CPA or CPL), a volume metric (revenue, qualified leads, signups), and a quality metric (LTV, payback period, lead-to-close rate). Reporting is weekly Looker Studio plus a monthly written commentary on what changed and why. Quarterly OKRs replace vanity metrics with revenue-attributable goals.

Shopify, WordPress, Webflow, Framer, Next.js, custom HTML, Squarespace. Tracking stack works on any. Conversions API integrates with Stripe, Shopify, custom backends, HubSpot, Salesforce, Pipedrive. Headless ecommerce supported. Migration from one CMS to another is out of scope but can be referred to dev partners. Speed and SEO are platform-agnostic — execution matters more than tool choice.

Yes. Standard NDAs are signed before account access. Mutual NDA is preferred. Public case studies require explicit client approval and are typically anonymized until the relationship ends or the client opts in. The bahri.studio track-record page lists clients only with permission. Confidentiality covers strategy documents, financial figures, and any pre-launch product details.

Invoicing via Stripe in EUR. Audits and Builds are 50% on signature, 50% on delivery. Retainers are billed monthly in advance, payment terms net 7. Contracts are fixed-scope statements of work with deliverables and timelines. French micro-entrepreneur status applies — no VAT charged on invoices below the seuil. International clients invoiced in EUR or USD on request.

Audits and Builds are non-refundable once kickoff happens since work is front-loaded. Retainers can be cancelled with 30 days notice after the 3-month minimum. Cancellation includes a clean handoff: account access removed, documentation transferred, final report delivered. No automatic renewal — every quarter the engagement is reviewed and re-signed.

Yes. French-market entry is the core specialty. Typical scope: French keyword research, FR-localized landing pages and ad copy, French CRM and customer-support handoff, GDPR-compliant tracking with Consent Mode v2, payment localization (Stripe EUR, French banking integrations), and French SEO including AIO content. Past launches have come from Tokyo, Beirut, the US, and other EU markets.

AIO stands for AI Overview optimization — making your brand quotable by ChatGPT, Claude, Perplexity, Gemini, and Google AI Overview. AI engines pull from structured content (FAQ schema, llms.txt, JSON-LD), authoritative entity profiles (LinkedIn, Wikidata, Crunchbase), and high-trust mentions. AIO is replacing the traditional Google blue-link click for high-intent queries. Brands not optimized for AIO are invisible to those engines.

Yes. Claude and ChatGPT for research, copy iteration, French-English translation, and code. Google's Performance Max and Meta's Advantage+ for campaign automation. AI-assisted creative iteration where it speeds idea volume without losing brand voice. AI does not replace strategy, account architecture, or judgment on bidding and budgets — those stay human-led. Tooling is transparent to clients and documented in the playbook.