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Leandro Lima
Senior Paid Media Lead specializing in Google Ads and Microsoft Ads
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About
Performance marketer managing a housing fintech’s $1M/month spend across Google, Microsoft, Meta, and TikTok, with deep emphasis on attribution and rigorous A/B testing. Drove a major efficiency gain by cutting MQL cost from ~$700 to ~$489 via event optimization, demographic/income targeting, ad copy overhaul, and landing page tests, and has hands-on experience recovering accounts after tracking breaks during site migrations.
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Key Strengths
- Owned and optimized a $1M/month paid media budget across Google, Microsoft, Meta, and TikTok (90% Google)
- Reduced cost per MQL from ~$700 to ~$489 through systematic testing and funnel event optimization
- Strong experimentation rigor: A/B tests, single-variable changes, statistical significance, and replication across campaigns
- Full-funnel, multi-platform allocation using backend/multi-touch attribution and incrementality concepts
- Diagnosed and mitigated performance decline from broken tracking during site migration; protected algorithm learning by excluding bad data and temporarily shifting bidding/match strategies
- Direct, transparent client communication on performance vs goals with clear tradeoff framing (efficiency vs volume)
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