Quipu is a Spanish B2B software for billing and pre-accounting that automates day-to-day operations for freelancers and SMBs. It integrates with Verifactu —Spain’s mandatory electronic invoicing system, connected to the tax authority (AEAT)—, generates tax filings automatically, and handles expense tracking through receipt photo capture. At the time of the project, the category was preparing for a regulatory inflection: Verifactu’s mandatory rollout in 2026.
Quipu came in with active paid media operations, managed in-house by a team juggling many other fronts. The account had never faced the challenge of scaling volume at the pace demanded by the Verifactu adoption curve, and the operational bottleneck limited the ability to capture growing demand.
The challenge was to scale acquisition beyond the account’s historical capacity, professionalizing multi-channel management and capitalizing on the Verifactu adoption curve without spiking the cost per acquisition.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
From the very first analysis, we identified three key levers for improvement:
- A campaign architecture and bidding system that wasn’t calibrated for a category with growing demand and atypical behavior driven by the Verifactu inflection.
- Lack of creative differentiation by client type: the same message served freelancers, SMBs, and accounting partners, when each audience buys for different reasons.
- A measurement and attribution model that was insufficient for budget allocation decisions across channels, combined with the absence of a dedicated landing page and form stack designed for conversion.
The main hypothesis was that a multi-channel full-funnel operation, with creative segmentation by audience and a revised attribution model, would allow us to scale acquisition through 2025 without spiking CPA, leaving the structure ready for the 2026 regulatory inflection. We activated the BRV methodology, prioritizing hypotheses with predictable high return and low activation cost.
PHASE 02 — BUILD & RUN
Execution and channel activation
We rethought the media operation with a focus on efficiency, tactical depth, and audience differentiation:
- Google Ads — we redesigned the campaign architecture and bidding system to capture the growing demand tied to Verifactu, calibrating automated strategies to the adoption peak and reserving direct intent for dedicated campaigns.
- Meta Ads — we designed a full-funnel acquisition structure with creative briefs differentiated by audience (freelancer, SMB, and accounting partner) and high-cadence creative rotation built jointly with the Quipu team.
- LinkedIn Ads — we activated campaigns targeting senior professional profiles and the recruitment of accounting partners as an indirect expansion channel, with creatives specific to each funnel stage.
- TikTok Ads — we incorporated an awareness piece with format-native creatives, opening up entry into the funnel from a younger audience.
In parallel, we set up a continuous A/B testing system on creatives, lead magnets, and landing page versions, and we contributed to improving the attribution model so that budget allocation across channels could be optimized based on real impact.
PHASE 03 — RESULTS
Results and hypothesis validation
By the end of fiscal year 2025, the results were decisive:
- − 25% on average CPA versus the benchmark prior to Bravante’s involvement.
- 120% of the annual growth target for 2025, +20% above the goal set at the start of the year.
- +50% in hook rate and +30% in hold rate on creatives, with average CTRs trending up across all channels.
- Sustained monthly user growth between July 2025 and January 2026, with a continuous upward curve and no intermediate plateau.
- Active full-funnel multi-channel mix (Google, Meta, LinkedIn, and TikTok) versus a previous operation concentrated in just a few channels.
With the validated hypothesis, Quipu closes 2025 with a professionalized, multi-channel, and measurable paid media operation. The account has demonstrated the capacity to scale volume without sacrificing efficiency.
PHASE 04 — VALIDATE & SCALE
Subsequent scaling and propagation
With the hypothesis validated, the operation moves into 2026 sustainably scaling investment on the channels that responded best to audience differentiation. The accounting partner line graduates from an exploratory lever to a stable indirect acquisition program, and the continuous testing system on creatives and landing pages remains as the optimization engine.
The improved attribution model now allows budget reallocation across channels based on real impact, not last-click. The account enters the year of Verifactu’s mandatory rollout with the structure ready to absorb the demand peak without spiking the cost per acquisition.
SUMMARY
Executive Summary
Bravante partnered with Quipu to redesign its acquisition system to capitalize on the Verifactu regulatory window. We activated the BRV methodology with three levers: multi-channel architecture calibrated to the demand peak, creative differentiation by audience (freelancer, SMB, accounting partner), and an improved attribution model.
In 2025 we exceeded the annual growth target by 20%, reduced CPA by 25%, and lifted hook rate by 50% and hold rate by 30%. Quipu enters 2026 with a professionalized operation ready to absorb the Verifactu inflection without spiking cost per acquisition.