Every dollar tracked.EVERYDOLLARTRACKED.

[01] The numbers

FOUR YEARS, ONE LEDGERFOUR YEARS, ONE LEDGER

Four years in paid media, since September 2022. Everything below was pulled straight from the ad platforms in September 2026: two Google Ads manager accounts and two Meta business portfolios, which start in 2023, so my first months as a freelancer are not in these numbers. Only the accounts I ran hands-on count. No estimates, no rounding up.

Spend checked directly in the platforms on Sep 30, 2026. Google Ads: the Total row of each manager account, which includes hidden and cancelled accounts. Meta Ads: Meta's reporting API, monthly spend for every ad account in the two business portfolios; the data starts in June 2023, so earlier Meta spend is not counted. UadsUp only covers the period I ran the accounts as a freelance media buyer, Nov 2023 to Dec 2025. Monthly average = total spend for the period divided by the months in it. BRL converted at 5.134 per US dollar. Bookings, revenue and leads are platform attributed. The 2025 hotel revenue comes from the agency's year-end report: Google Ads and Meta Ads, only in the accounts with booking tracking.

[02] Proof

STRAIGHT FROM THE ACCOUNTSSTRAIGHT FROM THE ACCOUNTS

Screenshot of the Google Ads manager account I ran as a freelancer, with the totals row and the date range in frame. Client names are blurred. I am happy to walk through the live accounts on a call.

Meta figures come from Meta's reporting API, monthly spend per ad account, for every account in the two business portfolios, with UadsUp cut at Dec 31, 2025.

[03] Selected work

SIX ACCOUNTS, UP CLOSESIX ACCOUNTS, UP CLOSE

Clients stay unnamed here. Hospitality numbers cover only Nov 2023 to Dec 2025, when I ran those accounts. Names, references and account access are available on request.

[04] Wins

FOUND IT. FIXED IT. PROVED IT.FOUND IT. FIXED IT. PROVED IT.

Three recent turnarounds from accounts I run today. Each one starts with a number that looked wrong, follows the funnel past the Ads Manager to find where it broke, changes one thing and shows the before and after straight from the client report. Amounts in BRL, the clients' currency.

Restaurants

Fewer clicks, more orders

Meta Ads · food delivery · Sep 2026

11.0x→20.7x

ROAS, two weeks after the change

The problem

ROAS stuck around 11x with 16 ads running. Frequency was 4.7 and only 37% of the people who opened the menu added something to the cart.

What the funnel showed

Menu loading and checkout were fine. The leak was before the cart: the creatives were bringing curious clicks, not hungry buyers.

What I changed

Replaced 6 worn-out creatives with 2 new videos built around the main R$70 combo and a new delivery area, and cut the account from 16 ads to 3.

What happened

• Orders 55 → 63 (+15%) with 35% less ad spend
• Page view → add to cart: 37% → 61%
• Cost per order R$7.39 → R$4.16, revenue from ads +21%
• Link CTR actually fell (0.75% → 0.68%). Judged by CTR alone, the new ads would have been paused

Restaurants

The ads were fine. Checkout wasn't.

Meta Ads · pizzeria · Aug to Sep 2026

57%→71%

Checkout → order, August vs September

The problem

ROAS around 6x and R$18 per order. The easy call was to blame the ads and start testing new creatives and audiences.

What the funnel showed

Following the funnel to the order: 43% of the people who started checkout gave up at the last step. In one August week, 21 checkouts turned into 4 orders.

What I changed

No ad changes. I recommended the owner switch the online ordering platform (menu and checkout), and she switched on Sep 1.

What happened

• Orders 66 → 126 (+91%) with 41% more ad spend
• Cost per order R$18.36 → R$13.57
• ROAS 5.97x → 7.98x, revenue from ads R$7.2K → R$13.6K
• Top of the funnel barely moved (page view → cart 27% → 29%), so the gain came from the checkout

Healthcare

From reach to patients

Meta Ads · gynecologist · Aug to Oct 2026

0→63

WhatsApp conversations

The problem

R$394 in August on engagement and profile-traffic campaigns: 25.6K people reached, 564 link clicks and zero conversations with the office.

What the funnel showed

Meta delivered exactly the objective it was given. The doctor needed people starting a conversation to book, not reach.

What I changed

One campaign with the Messages objective, straight to WhatsApp, using 2 posts already on her Instagram. No new production.

What happened

• 63 WhatsApp conversations in 3 weeks (Sep 21 to Oct 12) for R$350
• R$5.56 per conversation
• The simpler post converted at R$2.80 vs R$7.76 for the procedure video. With most of the budget on it, the week of Oct 5 closed at R$3.36

Screenshots from the online report each client receives, built on the Meta Ads API. Client names, logos and faces are blurred. Purchases and conversations are platform attributed. Happy to walk through any of these on a call.

[05] How I work

MEASURE, FIX, REPEATMEASURE, FIX, REPEAT

1. 01

   Tracking before traffic

   GA4, Google Tag Manager, Meta Pixel and Conversions API set up and tested first. If a booking or an order cannot be measured, the campaign does not launch.

2. 02

   Account structure that scales

   Search campaigns built around intent, then Performance Max and remarketing once the conversion data supports them. On Meta, sales, lead and messaging campaigns across the funnel. Clear naming, clean budgets, one job per campaign.

3. 03

   Weekly optimization rhythm

   Search terms, bids, creatives and landing pages reviewed on a fixed cadence. Nine years in automotive quality control taught me to find the defect, not to guess.

4. 04

   Reporting a client can read

   Automated dashboards and a short written summary: what we spent, what came back, what changes next week. Much of it is automated with AI agents I build myself.

• Google Ads
• Meta Ads
• Google Search
• Performance Max
• Remarketing
• GA4
• Google Tag Manager
• Meta Pixel + CAPI
• Click to WhatsApp
• Lead Ads
• Landing pages
• CRO
• Reportei
• Windsor.ai
• Next.js
• WordPress
• AI automation

[06] Background

FROM THE FACTORY FLOOR TO THE AD ACCOUNTFROM THE FACTORY FLOOR TO THE AD ACCOUNT

[07] Training

TRAINING AND CERTIFICATESTRAINING AND CERTIFICATES

Google certified in Google Ads Search since September 2026, with Google Ads training from Tiago Tessmann, one of the leading Google Ads educators in Brazil. The other official Google and Meta certifications are in progress.