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.
Who it is for, and when
Paid media solves one specific problem: a shortage of demand within the time it is needed.
This is not a list of refusals: paid media also works for direct sales and short cycles, and we take those on. It is where reading what happens after the click changes the outcome most — and where measuring cost per lead alone misleads most.
When the diagnosis finds one of these, we say so. The recommendation is to solve it first — with us or without us. Investing in media on top of one of these points is paying to discover faster that it exists.
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.
CPL measures the second rung. Efficient acquisition happens at the fourth. The two move together only while the acceptance rate between them stays stable — and that is precisely the rate almost no operation tracks.
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.
The full calculation, with an example declared as hypothetical: Cost per lead or cost per opportunity
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.
It does, with one difference in method: in B2B the audience is smaller, the click usually costs more, and the sale does not happen in the same session. Optimising for cost per lead in that setting almost always makes the outcome worse, because loosening targeting makes leads cheaper and lowers the share sales accepts. Optimisation has to aim at the opportunity, and that requires sales to report back on what came in.
It needs to know what happened to the leads — whether through a CRM, a spreadsheet or a weekly call with sales is secondary. Without that feedback, optimisation only sees as far as the form and starts chasing volume. Where a CRM exists, the best arrangement is for the campaign source to travel with the contact, so channels are compared on opportunities rather than on leads.
It depends on whether the demand already exists or has to be created: search serves people already looking for a solution, while feed presents the solution to people who are not looking yet. In long cycles the two usually play different roles in the same operation, and the choice is settled by account data, not preference. We also work with LinkedIn Ads and TikTok Ads when the audience justifies it — 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.
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.
