Digital Performance Marketing Proposal North Sydney, NSW
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02
The Situation
Brand built. Revenue next.
Bar Lettera has invested two years building awareness, refining the dining experience, and establishing a consistent brand identity. The next chapter is converting that equity into measurable, attributable revenue through digital performance channels.
03
The Challenge
Attribution is the gap.
Bar Lettera currently runs Meta Ads through a hospitality agency, but results are difficult to tie to actual bookings and revenue. Major promotional campaigns generate 5 to 10 bookings; evergreen activity delivers around 9 to 10 per month. Google Ads are not running at all. The current $2,000 to $3,000 monthly ad spend is insufficient for cut-through in the competitive Sydney dining market.
"We can't directly attribute what the marketing revenue is from that, and that's where we need to be."
- Rafael Ruiz, Group Marketing Manager, Discovery Call, Sep 2026
Ven will expand the channel mix to include Google Ads and SEO/GEO (AI visibility), build end-to-end attribution from ad click through to ResDiary booking and RMS revenue, and right-size ad spend for genuine cut-through in North Sydney.
04
At A Glance
The overview.
3
Performance Channels
$100K
Current Monthly Revenue
$130K
Stretch Target
2
Pricing Options
Meta Ads + Google Ads + SEO/GEO
Grow attributable bookings and revenue
September 2026
05
Service Scope
What we deliver.
Meta Ads Management
Facebook + Instagram
Campaign restructure (Andromeda architecture) for faster learning and broader reach
Conversions API (CAPI) implementation for accurate attribution beyond browser cookies
Audience expansion: Lower North Shore, Hills District via Metro, corporate retargeting
Creative testing and monthly performance reporting
$1,800/mo
Google Ads Management
Search + Performance Max
Google Ads account setup and Search campaign architecture
Local search campaigns targeting "restaurants North Sydney", "Italian dining near me"
Performance Max for local discovery across Maps, Search, Display, and YouTube (activated month 3+ once sufficient conversion data exists)
Event and catering-specific campaigns for corporate leads within 2 km radius
Conversion tracking tied to ResDiary bookings
$1,800/mo
SEO + GEO (AI Visibility)
Search + AI Engines
Technical SEO audit and on-site optimisation for barlettera.com
Local SEO: Google Business Profile, citation building, review strategy
GEO content to appear in ChatGPT, Perplexity, and Google AI Overviews
Content co-creation with your team for brand accuracy
Monthly ranking, visibility, and AI mention reporting
$1,800/mo intro
Included in Month 1
Tracking + Attribution
GA4 and Google Tag Manager audit and configuration
Meta Conversions API (CAPI) setup
Google Ads conversion tracking implementation
ResDiary booking attribution mapping to ad campaigns
UTM framework, Google Search Console, and end-to-end reporting dashboard
Included (no separate setup fee)
Phase 2 Option
Website Rebuild (Webflow to WordPress)
Bar Lettera's current site runs on Webflow, which limits internal manageability for promotions, landing pages, and scheduled offers. Ven has capacity to rebuild the site on WordPress for speed, flexibility, and self-serve management. Scoped separately once the performance programme is underway.
06
Ad Spend Guidance
Channel allocation.
We recommend $4,000 to $6,000 per month in total ad spend across Meta and Google, allocated by channel maturity and audience intent. Here is why each channel earns its share of the budget:
Meta (Facebook + Instagram) · $2,500/mo
Bar Lettera already has two years of brand equity and visual content on Meta. This is the channel with an existing audience base to retarget and expand from. Restaurant and hospitality verticals rely on visual storytelling (food, ambiance, experience) which Meta surfaces better than any other paid channel. The $2,500 allocation represents an increase from the current $2,000-$3,000 total spend, but is now focused entirely on Meta while Google captures a different audience.
Google Search · $1,500/mo
Google Search captures high-intent users actively searching for dining options. Bar Lettera is not running Google Ads at all today, meaning this entire demand channel is untapped. $1,500/mo is sufficient to establish campaigns, build conversion data, and compete on the highest-value local keywords.
Google Performance Max · $1,000/mo (from month 3+)
Performance Max uses Google's machine learning to serve ads across Maps, Display, YouTube, and Discover. The algorithm requires approximately 3 months of conversion data from Search campaigns before it can effectively optimise. The $1,000 starting budget is a conservative entry point.
Total recommended ad spend: $4,000-$6,000/mo. Allocation is reviewed and rebalanced monthly based on channel ROAS, booking attribution data, and seasonal demand. Ad spend is paid directly to platforms, not to Ven.
07
Case Study
Megalong Restaurant.
A fine dining destination in the Blue Mountains, built by Ven on WordPress. We manage SEO, content, and multi-site search strategy across the Lot 101 hospitality group.
Account setup, Search campaigns, Performance Max (month 3+), local targeting, conversion tracking
Monthly
$1,800/mo
SEO/GEO Management
Technical SEO, local SEO, GEO content, AI visibility, ranking and mention reporting
Monthly
$1,800/mo*
Tracking + Attribution
GA4/GTM, Meta CAPI, Google conversion tracking, ResDiary attribution, UTM framework
Month 1
Included
Monthly Retainer (months 1-3)
$5,400/mo
Setup Fee
Waived
*SEO/GEO introductory rate for months 1 to 3. Standard rate from month 4: $3,500/mo (monthly retainer becomes $7,100/mo). All figures ex. GST. Ad spend is additional and managed directly through platform accounts owned by Bar Lettera.
Account setup, Search campaigns, Performance Max (month 3+), local targeting, conversion tracking
Monthly
$1,800/mo
SEO/GEO Management
Added from month 4 onwards. Technical SEO, local SEO, GEO content, AI visibility
From Month 4
$1,800/mo*
Tracking + Attribution
GA4/GTM, Meta CAPI, Google conversion tracking, ResDiary attribution, UTM framework
Month 1
Included
Monthly Retainer (months 1-3)
$3,600/mo
From Month 4 (with SEO/GEO)
$5,400/mo*
Setup Fee
Waived
*SEO/GEO introductory rate of $1,800/mo for months 4 to 6. Standard rate from month 7: $3,500/mo (monthly retainer becomes $7,100/mo). This phased approach lets you validate paid channel ROAS before committing to the full scope. All figures ex. GST.
09
Option 1: Full Scope
$5,400
ex. GST
per month (months 1-3 introductory rate)
Setup fee: Waived. Tracking and attribution configuration is completed within month 1 as part of the management retainer.
From month 4: $7,100/mo as SEO/GEO moves to standard rate of $3,500/mo
Recommended ad spend: $4,000 to $6,000/mo (paid directly to platforms, not to Ven)
Option 2: Phased Approach
$3,600
ex. GST
per month (months 1-3, Meta + Google Ads only)
Setup fee: Waived.
From month 4: Add SEO/GEO at $1,800/mo intro rate, bringing total to $5,400/mo
From month 7: SEO/GEO moves to standard rate of $3,500/mo ($7,100/mo total)
Recommended ad spend: $4,000 to $6,000/mo (paid directly to platforms, not to Ven)
Scalability note: This scope is designed to prove the model at Bar Lettera. Once attribution and ROAS are validated, the same framework extends directly to other Ascott portfolio venues.
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Timeline
Delivery roadmap.
Month 1
Onboarding, Setup + Launch
Platform access (Meta, GA4, GTM, Google Ads, ResDiary). Full tracking and attribution setup. Meta campaigns restructured. Google Search campaigns launched.
Month 2
Optimise + Build Data
Campaign optimisation based on initial data. Audience refinement and creative testing. Building the conversion data needed for Performance Max.
Month 3
Performance Max + Report
First full performance review with booking attribution data. Performance Max activated with sufficient conversion history.
Month 4
Scale + Expand
SEO/GEO added for Option 2 clients. All three channels running. Budget scaling recommendations based on proven ROAS.
Ongoing
Portfolio Readiness
Continuous optimisation. Seasonal campaigns. Portfolio expansion framework ready for other Ascott venues.
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Technical Note
Performance Max timing.
Google's Performance Max campaign type uses machine learning to optimise ad delivery across Maps, Display, YouTube, Gmail, and Discover surfaces simultaneously. It is a powerful channel for local restaurant discovery, but it requires conversion data to function effectively.
Why not launch PMax on day one? Performance Max needs approximately 30+ conversions tracked through Google Ads before its algorithm can reliably optimise. By running Google Search first, we give PMax the foundation it needs to deliver results from activation.
Timeline: Google Search launches in month 1. Performance Max activates from month 3 once conversion volume is established.
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Next Steps
Ready to begin.
Here is how we move this forward together.
Next Steps
1
Review this proposal. Walk through internally and note any questions.
2
Share with leadership. Forward to the Director of Partnerships and GM Brand for alignment.
3
Meet in person. We present live at your Collingwood office and answer questions directly.
4
Choose your option and sign. We produce a formal agreement and lock in the start date.
5
Kick off within 5 business days. Onboarding begins, access is granted, and we get to work.