You pay for the click. It happens. Then what?
In most accounts I take over, the campaign is delivering clicks. The problem sits after them: the page does not answer what the ad promised, the conversions the platform reports do not match the CRM, and the lead waits two hours for a first reply.
I work on all three parts. You can buy them together or one at a time.
Paid traffic does not close the sale on its own. It never did.
Ericka Karen · in digital marketing since 2014 · Fortaleza, Brazil · working EST hours
Thirty minutes, free. You leave with my read on where your funnel leaks and the order I would fix it in. If I am not the right person, I say so on the call.
The lead does not disappear. It ends up with no owner.
It happens in almost the same sequence every time, and almost always within five days of the conversion.
- 01
The lead fills in the form, or sends a first message.
- 02
Nobody replies quickly, because there is no one on duty and no first-contact automation.
- 03
When the reply arrives, it is the same message everyone else gets.
- 04
Follow-up happens when there is spare time, and the lead sits in a spreadsheet or a chat history.
- 05
Nobody can say who is at which stage. At the end of the month, the conclusion is that paid traffic does not work.
In my experience, the thing that moves consultative sales the most is not the creative. It is how long the lead waits for the first reply, and that is the part almost nobody measures.
Recognise any of these three
Spend goes up and cost per lead goes up with it
A campaign that only holds results at the start is usually built to the minimum required to go live: no negatives, no extensions, one ad per group.
The platform says 40 conversions, the CRM shows 12
Until those two numbers agree, you are optimising against data that does not exist, and scaling whatever looks like it works.
The Saturday lead gets answered on Monday
It is not the team being lazy. There is no process that works when nobody is watching.
What I can claim on my own
Budget and account volume only depend on my having been there. Results also depend on the product, the offer and the team, so they live on the Work page, each with a period and a baseline.
in digital marketing, with the whole of the last decade in paid media and performance
figures in BRL per month across Google and Meta, in four different operations
BRL in one day, on a direct-response launch I ran for 15 months
franchise accounts coordinated in Google Ads at the same time
automations, 100 of them running today
Portuguese, English and Spanish, with overlap with EST hours
Nine public references, three of them here
Translated from Portuguese. The originals are on the Portuguese version of this page.
"Ericka combines specialist-level technical skill with a strategic business mindset, building ad strategies tailored to our goals, never a one-size-fits-all formula."
"I have worked with several media buyers and she is, by a distance, the one who looked after my brand best. Extremely attentive, available and committed to making things happen."
"Talented, committed, always studying, handles pressure calmly, and always brings ideas that make the work produce more. One of the best I have worked with."
Tell me where your operation leaks
Four short answers and the message writes itself. It arrives with what I need to say something useful in my first reply, instead of booking a call to find out the basics.
Not a lead-capture form. You choose between sending it to me and taking the finished text to WhatsApp or email.