My role
I'm Head of PPC & Project Manager at Elevam. My role combines the technical direction of paid media campaigns on Google Ads and Meta Ads with cross-functional project coordination: account strategy, execution, optimization, operational tracking, and communication with leadership. I work so that every advertising investment answers a concrete business objective, not isolated platform metrics.
My background started in communications and advertising. After graduating in Advertising and Public Relations, I completed a Master's in Digital Marketing and Communications with a double degree from IMF Business School and the Catholic University of Ávila, and I'm currently studying a Master's in SEM at BIG school. I worked at content agencies and web consultancies before focusing on performance marketing, where I found the balance between strategic creativity and measurable execution.
Today I lead Elevam's PPC practice on accounts scaling from medium investments to large monthly budgets, focused on campaign architecture (Search, Performance Max, YouTube, Display), automation (scripts and rules), constant A/B testing, and business reporting in Looker Studio. My priority: that technical metrics (CTR, CPC, ROAS) always translate into real KPIs — LTV, CAC, revenue — and that each client's leadership has clear visibility into what's working and why.
How I think
Paid isn't buying traffic — it's building a profitable acquisition system.
Every account starts with the same question: what does this budget need to prove by the end of the month? If there's no clear answer, no tactical optimization matters.
I work PPC with three principles:
Architecture before optimization: a poorly structured campaign isn't saved by smart bidding. Before touching bids, I define segmentation, intent, and account structure.
Data over intuition: A/B tests aren't optional. Every hypothesis is validated with data before applying it to a large budget. Intuition is useful to generate hypotheses; the numbers make the decision.
Business before platform: a CTR drop can be a problem or a signal of better segmentation. You only know if you look at LTV, CAC, and margin. What I report to leadership are business KPIs, not vanity metrics.
My way of working is methodical: clear roadmap, defined milestones, quality control before each launch, and proactive communication when a risk appears. I prefer to anticipate problems rather than justify them later.
Who it makes sense to work with
I fit best with companies that:
- already invest in paid but feel performance has stagnated and need to organize their account architecture;
- want to scale advertising investment profitably, not just increase volume;
- value reporting connected to the business — LTV, CAC, revenue — not just dashboards full of platform metrics.
Paid isn't buying visibility. It's building an acquisition asset that holds up over time, with traceable data and reversible decisions.
If you're looking for technical direction with business judgment for your advertising investment, then it makes sense for us to talk.
Do you think we can help?
Tell us where you are and we'll figure out the next step together.