Frequently asked questions about paid traffic

Paid traffic is every visit to your website or profile generated by sponsored ads on platforms such as Google Ads and Meta Ads (Facebook and Instagram). Unlike organic traffic — which depends on SEO and content — with paid traffic you pay to appear immediately to a highly targeted audience. The most common model is CPC (cost per click): you only pay when the user actually interacts with the ad. The big advantage is full control over investment, targeting and measurement. You can start today, appear at the top of Google within minutes and measure the return on every real invested.

Google Ads works with search intent — the user is actively looking for something (e.g. “social security lawyer Porto Alegre”) and the ad appears as an answer. That’s why it tends to convert more immediately. Meta Ads (Facebook and Instagram), on the other hand, works with qualified interruption: the user is browsing and receives the ad based on interests, behavior and demographics. It’s ideal for generating demand, building a brand and re-engaging visitors. In practice, most businesses benefit from combining both platforms: Google captures those who have already decided to buy, and Meta sparks interest in those who didn’t yet know they needed it.

There is no required minimum set by the platforms — you can start with R$ 10 or R$ 20 per day. However, from experience, we recommend at least R$ 30 to R$ 50 per day (about R$ 900 to R$ 1,500 per month) so the algorithm has enough data to optimize. Very low budgets generate few clicks and impressions, preventing the platform from learning what works. The ideal investment depends on your product’s average ticket, your sales cycle and the competition in your niche. In our commercial proposal, we calculate this estimate based on your goals.

The first clicks and impressions come in within minutes of the campaign going live. However, consistent results require an initial learning phase of 7 to 14 days, during which the algorithm tests variations of audience, creative and bid. From the second or third week on, it’s already possible to optimize based on real data — adjusting keywords, audiences and creatives. Businesses with a short sales cycle (e-commerce, digital products, bookings) usually see returns within 30 days. For sectors with a long cycle (B2B, real estate, education), the ideal evaluation period is 60 to 90 days.

Payments on Meta Ads can be made by credit card, bank slip (boleto) or PIX (in some regions). There are two models: prepaid, where you add credit in advance and the balance is consumed as ads are shown; and postpaid, where the platform charges automatically each time a spending threshold is reached or at the end of the month. The account can be in the client’s name or managed by the agency through Business Manager. We always recommend that the ad account be registered under the client’s own company, ensuring full transparency over the amounts invested in media.

Meta Ads is the advertising platform of Meta — the company that owns Facebook, Instagram, WhatsApp and Messenger. Through it, you can create and run ads across all these environments from a single tool. Formats include feed, stories, reels, marketplace, in-stream video and messages. Its great advantage is targeting based on behavioral data: you can reach people by age, location, interests, life events, buying behavior and even by similarity to your current customer base (lookalike audiences). Today it is one of the most powerful paid media tools on the market.

Boosting is paying for an organic post to reach more people than it would naturally. Every modern content marketing strategy needs to combine organic production with boosting, because unpaid reach on social media has dropped drastically in recent years — an ordinary Instagram post reaches, on average, only 2 to 5% of followers. With boosting, you make sure content reaches the right audience at the right time. There are two ways to boost: through the post’s own “Boost” button (simpler) or through Ads Manager (more strategic, with advanced targeting and better cost-effectiveness).

The media budget (the amount paid to platforms such as Google and Meta) is always the client’s responsibility. Adventury charges a separate management fee — covering planning, creation, optimization and reporting. There are two operating options: (1) the client adds their own credit card to the ad account and follows every cent invested in real time; or (2) the agency advances the amount and issues an invoice to the client, a less common model. In both cases, the client has 100% transparent access to the ad account and can track all spending at any time.

We measure with objective indicators aligned with the client’s business goals. The main ones are: CPA (customer acquisition cost), ROAS (return on ad spend), CTR (click-through rate), conversion rate, CPL (cost per lead) and LTV (customer lifetime value). For each client, we define specific KPIs right at kick-off and implement full tracking (Google Tag Manager, Meta Pixel, conversion events, CRM integration). We send weekly or monthly reports with an analysis of the numbers and strategic recommendations for the next cycle. We don’t work with vanity metrics — only what generates revenue.

Yes. Creating the creatives (images, videos, copy and headlines) is part of our paid traffic management service. More than producing good-looking pieces, we test multiple variations in parallel — different message angles, calls to action, video and image formats — to find out what converts best with your audience. This process, known as “creative A/B testing”, is what separates average campaigns from high-performance ones. We also work in partnership with the client’s marketing team when they already have a creative library or established brand guidelines.

Local traffic is a specific strategy for companies that serve customers at a physical address: restaurants, clinics, practices, stores, service providers. We combine three fronts: (1) Google Maps and search ads with geographic radius targeting (e.g. 5 km around the store); (2) Meta Ads campaigns with a local audience, filtered by ZIP code or region; (3) Google Business Profile optimization to appear in local organic results. The result is more calls, directions requested to your location, physical visits and WhatsApp orders. Ideal for businesses that depend on nearby customers.

Yes. We work with a monthly contract and you can end it with 30 days’ notice — the time needed to complete the optimization cycle in progress and carry out an organized handover of the ad account (which stays in your name). We don’t charge termination fees because we believe in keeping clients through the quality of results, not contract clauses. When the contract ends, we hand over all campaign documentation, performance history, learnings and access, so you can move on with another agency or bring management in-house without losing continuity.

Technically, some Google Ads campaign types don’t require a website — such as call campaigns (the user calls straight from the ad) or Google Business Profile ads. However, in the vast majority of cases, a well-structured website or landing page is essential to maximize conversions. The platform analyzes the relevance and experience of the landing page when setting your cost per click: poor pages pay more and convert less. If you don’t have a website yet, we assess at kick-off whether it makes sense to start with a conversion-focused landing page before activating the campaigns.

Remarketing is the strategy of reaching again people who have already interacted with your business — visited the site, added products to the cart, watched a video or opened an email. We use tracking pixels (Meta Pixel, Google Tag) to capture these events anonymously and create specific audiences. In practice, a visitor who left your site without buying may see an ad from you on Instagram minutes later, with a specific offer. Remarketing usually has the lowest CPA and highest ROAS of the entire campaign structure, because it reaches people who have already shown interest — it’s well worth including in any strategy.

We have experience in many segments: e-commerce (fashion, home decor, supplements), professional services (lawyers, doctors, dentists, accountants), digital products and online courses, real estate and construction, SaaS and B2B businesses, restaurants and delivery, aesthetics and beauty, education. What all successful cases have in common is clear alignment between product, offer and target audience. Even in niches we don’t serve directly, the methodology adapts — we have structured diagnosis, planning and execution processes that work for any company that wants to grow with paid media. Count on a free diagnosis to assess your specific case.