Diagnostic
One-off. The document is yours even if the work doesn’t continue.
Jairo Machado
Paid media consulting and management specialized in lead generation.
For B2C and B2B companies that want sales, not just impressions and clicks on ads.
In numbers
- 5+million
US dollars managed in paid media, across Google, Meta, LinkedIn and Microsoft Ads accounts.
- 40+clients
served, from software and fintech to education and services.
- 9countries
served, including Brazil, Chile, the Netherlands, Canada and the United States.
- 18years
in marketing, the last eight dedicated to paid media.
What clients say
“Really strong at paid traffic and go-to-market strategy. We’ve worked together on several occasions, and every time the results were very consistent. Highly recommended for anything related to paid media.”
Gustavo StorkFounder & CEO, The CMOs “Great work. In our case the partnership was truly productive: it identified points to adjust and improve that we couldn’t see from inside the day-to-day operation.”
Marlon Felipe HemkemaierFounder & co-CEO, Flexy
Testimonials translated from Portuguese.
Selected clients
Gran Cursos OnlinePrep courses for Brazilian civil service exams
KnewinMedia monitoring and data intelligence
Comunique-sePress relations and journalist outreach
DinoPress release distribution
AmplimedPractice management software for clinics
JetimobSoftware and websites for real estate agencies
ConveniaHR and payroll software
VExpensesCorporate expense and reimbursement management
FlexyB2B and B2C e-commerce platform
BoletoFlexInstallment payments at checkout, no credit card needed
JotaPayments and bank slips over WhatsApp, with AI and Open Finance
The CMOsCommunity and education for marketing leaders
MontreMarketing and sales agency for B2B tech
Conecta SuiteAccess control and governance for Google Workspace
UniBagozziUniversity college in Curitiba, Brazil
IEPREVCourses and tools in Brazilian social security law
PIC AprovaPrep courses for police career exams
SeprolCorporate IT infrastructure and services
IncodataData integration and intelligence consulting
TravelMateStudy abroad and exchange programs
Seguros FalabellaInsurance brokerage of the retailer Falabella Chile
JobseekerOnline résumé and job search tools Netherlands
GoalcastMotivational video media Canada
Voyager PortalMaritime operations and demurrage software United States
What clients come in with
- “The ad platform reports one number of leads, and the CRM reports another.”
- “The leads come in, but their quality is low.”
- “The ad gets clicks, but the page doesn’t convert.”
- “Our paid media results aren’t consistent.”
- “The budget went up and revenue didn’t follow.”
Whatever the case, the work starts the same way: four questions about the account, in this order.
The order in which an account gets fixed
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01 Tracking
Does the platform know what turned into a sale?
-
02 Acquisition
Is the money going after buyers, or after clicks?
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03 Conversion
Do the people who click find what the ad promised?
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04 Analytics
Do you know why the number changed?
Each one depends on the one above it holding up — and the fourth loops back to the first.
01 Tracking
Does the platform know what turned into a sale?
Measuring isn’t having a pixel installed: it’s the platform getting back what happened after the lead — who became an opportunity, who closed, for how much. Until the sale comes back, the algorithm does exactly what it was told to do: optimize for the cheap lead. And the cheap lead is almost never the one that closes.
In scope Offline conversions, GA4, Tag Manager, server-side tagging and sales flowing back from the CRM to the platforms.
02 Acquisition Google · Meta · LinkedIn · Microsoft
Is the money going after buyers, or after clicks?
Structure, audience, budget and where the spend is concentrated. And creative, which has become the biggest lever in the account: the platforms automated bidding and targeting, and what’s left in your hands is what you say, and to whom.
In scope Structure, audience, bidding, and creative and copy direction.
03 Conversion post-click
Do the people who click find what the ad promised?
The ad buys the visit; what comes next decides whether it was worth the price. This is where the page, the offer and the form come in — and how many fields it asks for. The problem is almost never aesthetics, it’s incoherence: the ad promises one thing, the page talks about another, and the most expensive click in the account is the first one lost.
In scope Page, offer and form critique, the hypothesis behind each test and the order to run them in.
04 Analytics
Do you know why the number changed?
Not last month’s dashboard, but next month’s decision: media data tied to what the CRM says about revenue, so the reading is about sales, not leads. It’s the stage that closes the loop — what’s learned here comes back as a new signal in tracking and a new priority in acquisition.
Every account runs through a proprietary tool, connected to the platform and CRM APIs, that watches the accounts between one report and the next and flags what changed. It doesn’t decide anything: it flags, and the decision stays with whoever signs the work.
In scope A dashboard that ties spend to opportunities, closed deals and revenue, and a reading of what each test proved.
Platforms where the work happens
Google Ads
Google AdsSearch, Performance Max, Demand Gen and YouTubeMedia
Meta Ads
Meta AdsFacebook and Instagram, with the Conversions APIMedia
LinkedIn Ads
LinkedIn AdsTargeting by job title, company and industry, for B2BMedia
TikTok Ads
TikTok AdsShort video, from reach to lead formMedia
Microsoft Ads
Microsoft AdsBing search and ads in CopilotMedia
OpenAI Ads
OpenAI AdsAds inside ChatGPT conversationsMedia
Google Analytics 4
Google Analytics 4On-site journey and cross-channel attributionMeasurement
Google Tag Manager
Google Tag ManagerTags, events and conversions, from the site to the platformsMeasurement
HubSpot
HubSpotThe CRM that sends sales back to the platforms as conversionsCRM and automation
RD Station
RD StationMarketing automation, landing pages and lead scoringCRM and automation
ActiveCampaign
ActiveCampaignEmail automation and lead nurturingCRM and automation
Kommo
KommoSales CRM for WhatsApp and social messagingCRM and automation
Three ways to hire
Advisory
Ongoing. Priorities arrive ready; your team or your agency executes.
Management
Ongoing. The hands-on work stays with whoever signs it. No handoffs, and limited slots.
| Diagnostic | Advisory | Management | |
|---|---|---|---|
| Review of the four stages | included | included | included |
| Plan in order of priority | included | included | included |
| Direction on measurement, creative and page | not included | included | included |
| Weekly meeting and open channel | not included | included | included |
| Execution inside the platforms | not included | not included | included |
Out of scope, in all three Creative production — direction is included, production isn’t. CRM, automation and email. Customer service and sales. Organic content. Website development.
Who signs the work
Jairo Machado is a paid media consultant specializing in lead generation for B2B and B2C companies. He has managed more than US$ 5 million across Google, Meta, LinkedIn, TikTok and Microsoft Ads.
He brings 18 years of marketing experience, including companies that lead their markets, such as Gran Cursos Online, Intelbras and Grupo RBS. Since 2021, as a consultant, he has worked with software, education, healthcare, finance and services companies in Brazil and eight other countries.
He founded PPC Brasil, a community of experienced paid media professionals, and taught in the Marketing Traction program by The CMOs. He is one of the few Brazilians in PPC Hub, an international community that brings together some of the best Google Ads professionals in the world.
Frequently asked questions
What’s the difference between the diagnostic, advisory and management?
The diagnostic is a one-off review of the account across the four stages, ending in a plan in order of priority. The document is yours even if the work doesn’t continue. Advisory is ongoing: priorities arrive ready, with a weekly meeting and an open channel, and your team or agency executes. In management, the hands-on work inside the platforms also stays with whoever signs it, with no handoffs and limited slots.
What’s the minimum media budget for this to make sense?
Companies investing from R$ 20,000 a month in paid media (around US$ 4,000), across all platforms. Below that, there’s usually too little data for the algorithm to learn from and for tests to give a clear read, and the cost of the work weighs too heavily on the budget.
What kinds of projects aren’t a fit?
The work is built for lead generation, where the sale happens after the form, in sales. That’s why e-commerce, app install campaigns and local businesses aren’t a fit: they depend on a different measurement logic and different campaign types.
Can the work run alongside my agency or in-house team?
Yes, that’s what advisory is for. Direction on measurement, creative and pages, and the order of priority, arrive ready, and your team or agency executes. No one competes for the account: the job is to say what to do, in what order, and follow up on whether it was done.
Who handles the account day to day?
Jairo himself. There’s no team behind him and no handoff to someone else: the person in the meeting is the person who looks at the account. That’s why the client roster is kept small on purpose: few clients at a time, so every account gets real attention. Between reports, a proprietary tool connected to the platform and CRM APIs watches the accounts and flags what changed.
Before any proposal, a conversation.
To understand your account’s challenge and see whether it makes sense to work together, and how: diagnostic, advisory or management.
- +55 48 98860-8428
- © 2026 Jairo Machado