AcquisitionArte com Pimenta speciality
We plan investment, channels, audiences, messages, creative, landing pages and measurement to turn media into learning, demand and economic result.
The diagnosis looks at the current operation before proposing any campaign structure.
The problem
Platform dashboards are designed to show how the platform performed. They do not know whether the lead bought, at what price, or whether they came back.
A campaign can look efficient inside the platform and still be bad for the business.
Limits
Media amplifies what already exists. When what exists is unconvincing, it amplifies that too — and faster.
When the diagnosis finds one of these, it enters the plan before any increase in investment. Scaling on top of a bottleneck only makes the bottleneck more expensive.
What we do not promise
Every promise on this list has been made by someone in this market. None of them depends solely on whoever runs the media.
What can be guaranteed is method: a stated hypothesis, a test run properly, a result interpreted and a decision recorded.
How we think
Running media means deciding under uncertainty with real money. What separates a mature operation from an amateur one is not the number of platforms mastered — it is the discipline of turning each round of investment into information usable in the next.
That is why the work does not end at the click. What happens afterwards — the page, the form, the response time, the quality of the lead, the progress through the sales funnel — belongs to the same analysis. Optimising only what the platform shows is optimising half the problem.
Scope
The composition depends on the diagnosis: a mature account needs different work from an operation that is just starting.
Possible platforms according to strategy: Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads and others that fit the audience. We do not use all of them on every project — using a channel for completeness is the most common way to dilute a budget.
Process
The cycle repeats: formulate, test, read, decide. What changes is the quality of the question each time round.
A read of the accounts, the history, the tracking and the quality of leads already received. This is where bottlenecks outside media surface.
Objectives, channels, investment allocation, campaign structure and the hypotheses to be tested first.
Account structure, creative, copy, landing pages and tracking. A live campaign without measurement is money with no information coming back.
Daily management, experiments with stated hypotheses, and adjustments recorded — so the decision can be revisited later.
Analysis across platform, site and sales, with an explicit recommendation: keep, adjust, reallocate or stop.
Indicators
The first ones diagnose the campaign. The last ones decide the investment. Confusing the two is like judging a company’s health by its electricity bill.
We publish no benchmark figures. Cost per lead, ROAS and CAC vary by sector, ticket size, region, timing and operational maturity — an average published here would serve selling, not guidance.
When it fits
Paid media solves one specific problem: a shortage of demand within the time it is needed.
Questions
It depends on the channel, the audience, auction competition and the sales cycle. The amount that makes sense is the one that clears the noise and lets a test conclude — below that, money is spent without producing information. That calculation happens in the diagnosis, with data from your market.
First data arrives within days; a reliable reading depends on enough volume to tell signal from noise, and that varies with budget and sales cycle. Fixed timelines advertised before knowing the operation are guesses dressed as commitments.
We work with the platforms that make sense for the project’s audience and objective — Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads are among the most frequent. Recommending all of them from the outset dilutes budget and delays learning.
The client. We work inside the company’s own accounts, with access granted to us. History, platform learning and accumulated audiences belong to whoever paid for them.
It is a media problem until proven otherwise, and it is treated as one: reviewing targeting, message, offer and page. But it depends on sales feedback about what is arriving — without that, optimisation can only chase volume.
There has to be a destination that holds up the ad’s promise. That is not always a full website; often it is a campaign-specific landing page. If that destination does not exist or is not adequate, it enters the plan before the investment does.
Interpreted, not exported. Each report states what was tested, what the data showed, what was decided and what happens next — instead of repeating a dashboard the platform already displays.
The media diagnosis examines the current operation, the tracking and the quality of what comes in — and says where money is being lost before proposing scale.
No proposal is sent before the diagnosis conversation.
