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Paid Media and Growth Marketing

Paid Media
Growth Marketing

How I approach paid media as a business strategy, not just campaign execution: goals, data, funnel analysis and measurable returns, from 13+ years in growth and performance marketing.

Paid Media Management Beyond Campaign Execution

Paid media is much more than setting up campaigns, adjusting bids and monitoring daily performance. A successful acquisition strategy requires a clear understanding of business goals, customer behavior, data and the relationship between marketing investment and revenue.

I’m Charles de Sena, a Growth Marketing and Performance Marketing professional with over 13 years of experience in digital marketing, media strategy, campaign management and data analysis.

Throughout my career, I’ve worked with companies across different industries, managing substantial media investments and developing acquisition strategies focused on measurable business results.

My approach combines media performance, analytics and business intelligence to help companies make better decisions and build more efficient growth strategies.

One of the most common mistakes in digital advertising is treating campaign metrics as the ultimate measure of success.

Clicks, impressions, reach and even leads can look impressive in a dashboard without necessarily generating meaningful business results.

A more effective strategy starts with understanding the entire acquisition process:

  • What is the company’s actual business objective?
  • Who are the most valuable potential customers?
  • Which channels are best suited to reach them?
  • How much does acquiring a qualified customer cost?
  • Where are potential customers dropping out of the conversion funnel?
  • How can data improve investment decisions?

These questions help turn paid media from an operational activity into a strategic growth channel.

Each advertising platform has its own characteristics, audience behavior and opportunities. Choosing the right channel depends on the business model, target audience, sales cycle and acquisition objectives.

Google Ads is particularly relevant when potential customers are actively searching for products, services or solutions.

An effective strategy involves more than selecting keywords. It requires understanding search intent, campaign structure, bidding strategies, landing page experience and conversion tracking.

My work with Google Ads includes:

  • Search, Display and Performance Max campaigns.
  • Keyword research and search intent analysis.
  • Campaign structure and budget allocation.
  • Conversion tracking with Google Analytics 4 and Google Tag Manager.
  • Search term analysis and negative keyword management.
  • Landing page and conversion rate optimization.

Meta Ads

Meta Ads offers opportunities to generate demand, reach new audiences and develop remarketing strategies across Facebook and Instagram.

The platform is especially useful when combined with a strong creative strategy, audience segmentation and continuous experimentation.

My approach includes:

  • Prospecting and remarketing campaigns.
  • Audience segmentation and testing.
  • Creative and messaging experimentation.
  • Conversion-focused campaign optimization.
  • Budget distribution and performance analysis.
  • Measurement and attribution improvements.

TikTok Ads

TikTok has become an important channel for brands looking to reach audiences through short-form video and creative-driven advertising.

Successful campaigns require an understanding of platform behavior, content formats and the relationship between creative performance and conversion objectives.

My experience includes campaign planning, audience testing, creative analysis and performance optimization.

Data Analytics: Connecting Media Investment to Business Results

Campaign optimization becomes significantly more effective when advertising platforms are connected to a broader analytics environment.

I use tools such as:

  • Google Analytics 4: to understand user behavior and conversion paths.
  • Google Tag Manager: to implement and manage tracking.
  • Power BI: to consolidate data and build performance dashboards.
  • Python: to automate data processing and identify patterns.
  • SQL: to query and structure data for analysis.

This combination makes it possible to go beyond the metrics provided by advertising platforms.

Instead of looking only at campaign performance, companies can evaluate acquisition costs, conversion rates, lead quality and other indicators that matter to their business.

The objective is to make marketing investment more transparent and decisions more reliable.

Results and Experience

Throughout my career, I have worked with companies in financial services, technology, retail, automotive and other sectors.

Some examples of projects and results include:

Cielo Lio

A performance optimization initiative that increased conversion rate by 4.4 percentage points while reducing cost per acquisition by 15%.

Azul

Campaign optimization that contributed to a 20% reduction in cost per acquisition.

Will Bank

Acquisition strategy improvements that generated a 13% increase in leads.

Multilaser

Experience managing more than BRL 20 million in media investment, coordinating performance initiatives and working alongside multidisciplinary teams.

These projects reflect an approach focused on combining media strategy, data analysis and continuous optimization to improve business performance.

My Approach to Growth Marketing

I believe effective performance marketing requires a structured process that connects strategy, execution and measurement.

My approach generally follows five stages:

1. Business and performance diagnosis

Understanding the business model, acquisition challenges, existing campaigns, tracking structure and current results.

2. Strategy and planning

Defining objectives, audiences, channels, budgets, campaign structures and performance indicators.

3. Implementation

Building campaigns, configuring tracking, validating conversion events and ensuring that measurement is reliable.

4. Optimization and experimentation

Analyzing results, testing hypotheses, reallocating budgets and identifying opportunities to improve acquisition efficiency.

5. Reporting and strategic insights

Turning performance data into actionable insights that support marketing and business decisions.

This process helps companies move away from isolated campaign management and toward a more integrated growth strategy.

When Should a Company Hire a Paid Media Specialist?

Companies may benefit from professional paid media management when:

  • Advertising investment is increasing but results are not improving.
  • Customer acquisition costs are becoming too high.
  • Campaigns generate leads but sales quality is inconsistent.
  • Marketing data is fragmented across multiple platforms.
  • There is no clear measurement of campaign performance.
  • The company needs to scale acquisition without increasing waste.

In these situations, the priority should not simply be to invest more money in advertising. It should be to understand what is working, identify inefficiencies and improve the entire acquisition process.

Looking for a Paid Media and Growth Marketing Consultant?

I work with businesses looking to improve digital acquisition through performance marketing, paid media management and data-driven strategies.

With experience across Google Ads, Meta Ads, TikTok Ads, analytics and business intelligence, I help connect marketing activities to measurable business outcomes.

Whether your company needs a campaign audit, a new acquisition strategy or ongoing performance management, the first step is understanding your business and identifying the opportunities for growth.

Let’s talk about your next growth opportunity.

Let's talk