Track record

Every multiple, with the spend behind it.

A return figure without the budget next to it says very little. Each account below shows what was spent, over how long, and what came back, so the number can be read for what it is.

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.

01
— Scale

Where the budget was large.

Two operations that define the upper end of what I have run, both measured past the platform and into the commercial funnel.

Caoa Motors

Multi-franchise automotive dealer group · at agency Pullse
R$18.6M≈ USD 3.6M managed over six months

I coordinated Google and Meta for the whole group through an agency transition, with four brands, used vehicles and the consortium arm competing for the same budget and a different buyer profile per product. The month of highest weight reached roughly USD 800K in a single month.

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.

Construtora Tenda

Publicly listed affordable housing homebuilder · direct client
R$100K → R$2M≈ USD 18K to USD 360K in monthly spend

Lead generation for entry-level apartment sales across seven 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.

In a second cycle, between 2024 and 2026, I built and led Converte+, training more than 500 sales professionals across six states to run their own paid media. Cost per lead fell more than 50% across regions, cost per sale came in around a third of other channels, and the program became an official sales channel for the company.

02
— DTC ecommerce

Where the budget was small and the return was high.

Eight direct-client ecommerce accounts, sorted by monthly spend. Revenue behind these multiples comes from GA4 and the ecommerce platform, and I ran the paid media on each, so the figure is blended rather than platform-attributed.

AccountCategoryMonthly spendBlended ROASDuration
La SpeziaPremium handbags, ~R$1,000 ticket R$40–50K5x–6x sustained, peaks to 12x~4 years
Ruby RoseColor cosmetics, low ticket, multi-item carts R$40K8x–10x sustained2 years
UVLineUPF sun-protective apparel ~R$16K19x average26 months
Insecta ShoesSustainable footwear, Brazil and US R$15K~2x on arrival → above 6x2+ years
PrimíciaBasics and swimwear · at agency Vamos! ~R$5.6K6.66x average14 months
Unique ChicB2B wholesale fashion, CNPJ-gated catalog —12x–13x—
Morada da FlorestaHome composting —below 2x → above 8x~2 years
OiFlorFlowers, arrangements and subscriptions —above 2x through the year—
What the table is actually showing. The highest multiples sit at the lowest spend levels, which is what anyone who has scaled an account would expect. UVLine's 19x came on roughly USD 2.8K a month; La Spezia held 5x–6x on eight times that budget, and holding a healthy return while the budget grows is the harder problem of the two. Category, margin and organic demand move the ceiling as much as the media does.
Three of them in detail

UVLine

UPF sun-protective apparel · direct client · 2021–2023
19xblended ROAS over 26 months

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

Premium handbags · direct client · ~4 years
5x–6xsustained on R$40–50K a month

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.

Peaks of 7x, 8x and up to 12x on Mother's Day, Valentine's and Christmas, when spend and return climbed together. 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

Color cosmetics · direct client · 2 years
8x–10xsustained on R$40K a month

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 return held between 8x and 10x with a low ticket, because customers added several items per cart. The real result was reframing awareness spend as demand generation and building a performance front on evidence rather than assumption.

03
— Brand and agency accounts

Run with the agency's name in front of the client.

Each of these ran inside a partner agency structure, with the end client relationship staying with them. The relationship is always stated when the case is presented.

Dermocosmetics · Cheil Brazil
Eucerin — +18%
Growth in digital market share, in a repositioning built on precision targeting and an omnichannel approach.
Tech services · Execution
Samsung Services — +22%
Improvement in campaign ROI, driven by real user behavior and structured bidding strategy tests.
Culture · Vice Virtue
Natura Musical — 270M+
Impressions on a brand campaign, on R$700K invested over the year, where performance was measured by qualified exposure rather than conversion.
Pharma · Convert
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.
Real estate · direct client
BSN Imóveis — CPL -15%
Cost per lead down 15% in two months, with out-of-region leads effectively eliminated and a dashboard wired to the CRM for cost per qualified lead.
Consortium · Doc.Sync
Âncora Consórcios
Meta Ads strategy for consortium share sales, run in the same period as the first Construtora Tenda cycle.
04
— A note on the numbers

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.

05
— Contact

Happy to walk through any of these.

Campaign structure, the measurement setup, how the creative was read, and what I would do differently today.

LinkedIn Email Work samples