Every account, with the budget behind it.
A return figure carries meaning once the budget sits next to it. Each account below shows what was spent, over how long, and what came back.
Figures are in Brazilian reais, the currency the accounts ran in, with a US dollar approximation on the headline numbers at roughly R$5.60 to the dollar.
What the career adds up to.
Seventeen accounts across three kinds of operation. What changes between them is the event that counts as a result: a purchase, a booked visit, or an impression that moves branded search.
Where the result sits past the form.
A cheap lead and a lead that shows up are different populations. These accounts were planned on cost per sale or cost per visit, with the CRM feeding qualification back to the platform.
Construtora Tenda
2017–2018, at agency Doc.Sync. Lead generation for entry-level apartment sales across several Brazilian regions, each with its own buying behavior. Media followed development inventory in real time: a project selling out called for a budget cut, a slow region called for reinforcement. The scale-up ran with cost per lead falling the whole way, tracked past the form into showroom visit and contract through the company CRM.
This is also the account where I tested Instagram Stories as a conversion placement while the market treated it as a reach format. It produced the highest conversion rate of the period, and Meta recognized it as one of the first apartment sales closed through the format.
2023–2026, direct engagement. I built and led Converte+, training more than 500 sales professionals across six states — São Paulo, Rio de Janeiro, Bahia, Pernambuco, Goiás and Rio Grande do Sul — to run their own paid media. Reported alongside the program: cost per lead down more than 50% across regions, cost per sale at around a third of other channels, and the program becoming an official sales channel for the company.
Caoa Motors
Media coordination for the full group: four franchise brands, used vehicles and a consortium product, all competing for the same budget. 55,231 leads at an average CPL of R$337, feeding the group CRM rather than a form count.
I built my own dashboard to see quickly where the money sat and which campaign was drifting. Across the period, cost per lead fell around 25% across the different fronts.
Eight accounts, and the budget behind each.
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. The highest multiples sit at the lowest budgets, which is what anyone who has scaled an account would expect.
UVLine
R$411K in media spend against R$7.76M in revenue tracked in GA4 and the ecommerce platform, across 26 months. A pioneer of UPF fabric technology in Brazil.
The account arrived with broken setup, campaign structure and conversion events. The turnaround started at the measurement layer, before any budget increase.
Audiences came next: outdoor sport, beach, gym, and parents of young children. That last group carried a behavior that lifted cart size, because the parent bought for the child and took the chance to buy for themselves.
La Spezia
A brand with an unusually strong organic presence: constant Instagram activity, live selling, new collections and an engaged audience. That removed the need to build awareness from zero and turned the job into extracting the most from demand that already existed.
Spend concentrated on lower funnel, with dynamic retargeting and catalog segmented by recency window at 7, 14 and 28 days, by category, color, model and new collection. Roughly 80% Meta and 20% Google, with cost per conversion between R$200 and R$250.
The principle it left behind: when a brand already has a community, over-investing in upper funnel brings in worse-qualified people and hurts efficiency.
Ruby Rose
The engagement started as a reach campaign supporting physical stores, with the commercial focus on retail rather than ecommerce.
While monitoring it, I found that the ecommerce, which was already selling organically, grew alongside brand exposure. I took the data to the board, and the strategy gained a conversion and retargeting front on top of the awareness spend.
The real result was reframing awareness spend as demand generation and building a performance front on evidence rather than assumption.
Measured by exposure, read through demand.
Campaigns bought on reach and frequency, run inside agency structures where the relationship with the end client belonged to the agency. Each one is reported with the agency named.
How each figure was arrived at.
Verified figures trace back to a platform export or an archived media plan. UVLine, Primícia and the Caoa spend and lead counts sit in this group.
Declared figures come from the operation and are confirmed by me, without a report attached for public presentation. La Spezia, Ruby Rose, Insecta Shoes and the Converte+ efficiency gains sit here.
Where an operation ran inside a partner agency, the agency is named, because the relationship with the end client belonged to them.
On ROAS specifically: revenue comes from GA4 and the ecommerce platform, not from the ad platform's own attribution, and I ran the paid media on those accounts. That makes the figure blended.
I have not run incrementality tests or media mix models on these accounts, and I do not present these numbers as incremental.
Happy to walk through any of these.
Campaign structure, the measurement setup, how the creative was read, and what I would do differently today.
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