Paid Media Buyer

Media, data and business thinking applied to acquisition.

I’ve worked in paid media since 2015, managing Google Ads and Meta Ads for companies across different industries and markets.

More than 10 years of experience and over R$45M in managed media spend, covering strategy, execution, measurement, analysis and optimization.

My work starts before the campaign: understanding the business, identifying the acquisition challenge, building the measurement layer, and turning data into decisions.

Lucas Brazil, paid media buyer
Lucas Brazil
Paid Media Buyer
Book a 30-min call
01
— About

The work sits between the numbers and the people who read them.

Paid media is the specialty, and the job reaches past the platforms: the product, the audience, the acquisition model, the site, the creative, the sales process, the data, and how each channel contributes to the result.

That range is what lets me work on the strategy, on the daily operation, and on the reading of what happens once the campaign goes live.

I’ve worked inside large agencies, run my own operation, and handled accounts in ecommerce, lead generation, automotive, real estate, fashion, beauty, technology, financial services and culture.

The same discipline runs through all of them: understand the context before making a media decision.

02
— Track record

Accounts I’ve run, and what each one asked for.

Operations where my work was tied directly to strategy, media, analysis or performance coordination. Where an account ran inside a partner agency, the agency is named, because the relationship with the end client belonged to them.

USD 8M+
in managed spend
USD 800K
largest single month in one account
500+
professionals trained in paid media
Lead generation 3 accounts

Where the media target sits past the form: a booked appointment, a showroom visit, a signed contract. Where the account ran inside a partner agency, the agency is named.

Homebuilder · Scale
R$100K → R$2M
Construtora Tenda
Monthly spend, 2017–2018
Scaled the media operation across multiple Brazilian states, with cost per lead falling the whole way rather than drifting up with volume. This is also where Instagram Stories was tested as a conversion placement while the market still treated it as reach, producing one of the first apartment sales closed through the format.
At agency Doc.Sync
Homebuilder · Enablement
500+
Converte+ / Tenda Vendas
Sales professionals trained, 2023–2026
Technical lead of the program that trained the sales network across six states — SP, RJ, BA, PE, GO and RS — to run their own paid media. Reported alongside the program: cost per lead down 50%, cost per sale at a third of other channels, sales up 3x, and 3,500+ qualified leads over six months.
Direct engagement
Automotive · Group
R$18.6M
Caoa Motors
Managed over six months
55,231 leads at an average CPL of R$337. Four brands, used vehicles and a consortium product competing for the same budget, with Google and Meta feeding the group CRM. Cost per lead fell around 25% across the different fronts.
At agency Pullse
Ecommerce and DTC 8 accounts

Revenue behind these multiples comes from GA4 and the ecommerce platform, and I ran the paid media on each, which makes every figure blended rather than platform-attributed.

Premium handbags
5x–6x
La Spezia
Ticket around R$1,000
Sustained on R$40–50K a month, with peaks to 12x at Mother’s Day, Valentine’s and Christmas. Spend concentrated on lower funnel, with dynamic retargeting by 7, 14 and 28-day recency windows and cost per conversion between R$200 and R$250.
Direct client · ~4 years
Color cosmetics
8x–10x
Ruby Rose
Low ticket, multi-item carts
Sustained on R$40K a month. It started as a reach campaign supporting physical stores; the ecommerce grew alongside the brand exposure, and that data built the case for a conversion and retargeting front on top of it.
Direct client · 2 years
UPF apparel
19x
UVLine
Sun-protective fabric
R$411K in media spend against R$7.76M in tracked revenue over 26 months, on roughly R$16K a month. The account arrived with broken setup, campaign structure and conversion events, and the turnaround started at the measurement layer before any budget increase.
Direct client · 26 months
Sustainable footwear
2x → 6x
Insecta Shoes
Brazil and United States
From roughly 2x on arrival to above 6x sustained, on R$15K a month, running in two markets with separate catalogs and currencies.
Direct client · 2+ years
B2B wholesale fashion
12x–13x
Unique Chic
CNPJ-gated catalog
No consumer sales: the catalog opens only to registered retailers, and the high B2B ticket holds the return. Measured across three events — sign-up, validated sign-up and first order.
Direct client
Basics and swimwear
6.66x
Primícia
Average over the engagement
The smallest budget on this list, at roughly R$5.6K a month, and one of the steadiest returns across 14 months.
At agency Vamos!
Home composting
2x → 8x
Morada da Floresta
Household sustainability
Below 2x before the account was reorganized and above 8x afterwards, held for a relevant period. It ended when the company stopped running its own ecommerce.
Direct client · ~2 years
Flowers and subscriptions
2x+
OiFlor
Arrangements and recurring plans
Above 2x through the year, with significant peaks on seasonal dates. Google capturing the demand that already exists, Meta building the habit for the subscription.
Direct client
Brand awareness 4 accounts

Campaigns measured by qualified exposure, run inside agency structures where the relationship with the end client belonged to the agency.

Dermocosmetics
+18%
Eucerin
Digital market share
Growth in digital market share, in a repositioning built on precision targeting and an omnichannel approach.
At agency Cheil Brazil
Tech services
+22%
Samsung Services
Campaign ROI
Improvement in campaign ROI, with optimization driven by real user behavior and structured bidding tests.
At agency Execution
Culture
270M+
Natura Musical
Impressions over the year
A brand campaign on R$700K invested over the year. The case I use to talk about brand media, measured by exposure rather than conversion.
At agency Vice Virtue
Pharma
BBB
Hypera
Big Brother Brazil
Brand awareness during the highest-rated show in the country, run alongside the agency media and strategy teams, at the pace the broadcast demanded.
At agency Convert
03
— The method

The full cycle of performance.

My work covers the whole cycle, from planning to the report. It is the entire operation, run by one person who answers for it end to end.

01

Strategic planning

A deep dive into the business before any campaign. Performance starts before the first real is spent.

  • Diagnosis: objectives, targets, benchmark, budget and competition
  • Media plan: platforms, budget, audiences, creative and KPIs
  • Full funnel top to bottom, timeline and growth plan
  • Seasonality, risks and contingency plans mapped
02

Technical setup

The whole data layer built and validated before the investment.

  • Meta Pixel, Google Tag Manager and Google Analytics
  • Conversion events, APIs and integrations
  • Collection verified from day one
03

Custom dashboards

A dedicated panel per client. No template, no excess.

  • Indicators designed for what matters in that project
  • Raw data turned into a decision
  • One shared view across the whole team
04

Campaign operation

Structure ready, operation on its feet.

  • Building and organizing campaigns and audiences
  • Technical setup and ad publishing
  • Alignment with the creative teams
  • Full integration with the in-house team, where there is one
05

Continuous optimization

Daily follow-up to keep the account moving forward.

  • Reading performance, openings and bottlenecks
  • Continuous adjustments guided by data
  • Cadence adapted to each project
06

Transparency

I never hide a number and never dress up a result.

  • What happened, exactly as it happened
  • Operation or platform problems reported immediately
  • The whole team follows the real trajectory
07

Communication

Close communication throughout the project.

  • WhatsApp, meetings, presentations and alignments
  • In person when it makes sense
  • Language adapted — from the technical team to the board
08

Reporting

A report that explains, rather than only showing numbers.

  • Results, analysis and learnings
  • Openings and the plan for the next cycle
  • What happened, why, and what will be optimized
04
— Work samples

Six operations, end to end.

Each business type asks for a different read. A fashion ecommerce measures ROAS; a homebuilder measures showroom visits; an investment app only counts once the first deposit lands. Six complete operations, from media plan to live dashboard.

Complete operations, built with fictional companies so no client data is exposed.

Open all six
05
— Frequently asked

Questions I usually get.

Direct answers on how the work runs in practice.

More than USD 8M in managed spend across my career, with USD 800K as the largest single month in one account, in automotive, dermocosmetics, apparel, real estate, technology and entertainment. Directly with the advertiser, or inside agencies such as Pullse, Cheil Brazil, Execution, Vice Virtue and Convert.

Always with an audit before any change. The tracking setup and the account history get assessed first, so a new decision never overrides something that already works.

Budget goes up after the current efficiency is proven, not before. The decision comes from measured results rather than from a projection, and the projection itself is treated as a hypothesis until the first two weeks of delivery replace it with the account's own data.

No. The revenue behind those multiples comes from GA4 and from the ecommerce platform, and I ran the paid media on those accounts, so the figure is blended rather than platform-attributed. Every case shows the spend next to the return, because a multiple without the spend behind it says very little.

I work from Brazil, at UTC-3, which overlaps the full US Eastern and Central business day and most of the Pacific one. Day to day runs on the client's tools, with live calls for decisions and recorded walkthroughs when async works better.
06
— Contact

Have a look at the work.

This site holds part of my track record, the projects I have run, and the way I think about performance. To go deeper on any account or talk through an operation, the two links below reach me directly.

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PAID MEDIA BUYER.