Specialty
Performance isn't about being on every platform. It's about being on the right ones, with the right creative, in front of the right audience, at the right time, and measuring all of it accurately. Campaigns that bring in cheap leads that never convert aren't performance. They're vanity dressed up as performance.
Performance marketing ties media spend to measurable outcomes: leads, sales, app installs, sign-ups. Unlike brand marketing, every dollar you put in has a trackable return and a clear goal behind it.
But real performance marketing isn't "set it and forget it." The work starts before launch: properly configured conversion events, the right bidding strategy for where the business is today, and targeting that finds your most valuable audience, not just your biggest one.
And it continues after launch, with attribution analysis that shows which channels actually drive conversions, not just which ones get last-click credit. With 13+ years running performance campaigns and more than R$30 million in media spend managed, the focus is always on business results, not vanity metrics.
Search, Display, Performance Max, YouTube, and Demand Gen. Each format plays its own role in the funnel, and the right mix depends on your sales cycle, average order value, and how much demand already exists in your market.
Facebook and Instagram, with both Advantage+ and manual campaigns. The platform has changed dramatically since Apple's App Tracking Transparency update, and advertisers still running it like it's 2019 are burning budget. Today, success comes down to signal quality and creative.
A fast-growing acquisition channel, especially for e-commerce and mobile apps. The native video format calls for a different creative approach: content that looks like a creator made it outperforms anything that looks like a traditional ad.
User acquisition campaigns for mobile apps through Google App Campaigns, Meta App Campaigns, and mobile performance networks, backed by experience managing multi-million-dollar app budgets across different industries.
Before touching anything, a full account audit: campaign structure, conversion setup, tracking quality, performance history, and missed opportunities. Without the right diagnosis, any change is just a shot in the dark.
Proper conversion event setup through GTM and GA4, imports into each ad platform, firing validation, and making sure Smart Bidding gets the right signals. Bad tracking undermines every optimization that comes after it.
A campaign architecture that mirrors the conversion funnel: demand captured on Search, qualified audiences on Meta, structured retargeting, and budget allocated where returns are highest. Targeting built on real customer data, not assumptions.
Short test cycles across creative, copy, landing pages, targeting, and bidding strategies. Every test has a clear hypothesis, a defined success metric, and enough volume to make a call. Winners get scaled. Losers get cut.
Power BI dashboards that consolidate data from every platform: a full-funnel view, CAC by channel, true ROAS, and forecasts. Reports that tell a story instead of just listing metrics.
Performance looks different in every industry. In real estate, the sales cycle is long and leads need nurturing, so campaigns optimize toward qualified leads, not raw form fills. In e-commerce, ROAS should be measured against net revenue, not gross sales, and a well-structured product feed makes all the difference, whether you're on Shopify or a custom stack. In fintech, regulators like the CFPB and FTC put real limits on ad creative, and CPA has to hold up over the long run. In mobile apps, Day 7 and Day 30 retention decide whether your CAC actually works.
That experience spans automotive, including two of America's most iconic brands, Ford and Chevrolet, along with fintech (Santander, Willbank, DMCard), e-commerce (Marabraz, Janome), real estate, and mobile apps. Adapting the strategy to the business model isn't a detail. It's the core of the work.