Ricardo Groto
Interview follow up for the Senior Meta Lead Gen Media Buyer role. Prepared for Danielle Dayuno at Talented.
Profile
My background is in tech. I hold a college degree in Systems Analysis and Development, and I moved into media buying four years ago. Since then I've worked mostly on Meta Ads in direct response, for the US and European markets.
As a tech enthusiast, I use AI platforms a lot, mainly to build small systems and services that help me analyze and measure data even more precisely. I also build landing pages, set up funnels and configure tracking myself, so when the numbers in Ads Manager don't match the sales platform, I can find out why before making a decision.
From early 2023 to the end of 2024, I helped scale the direct response operation of a company owned by a childhood friend, as the first media buyer he hired.
I'm fully available.
Grotech Solutions Online is my own company. I opened it because in Brazil, depending on income, most media buyers need a registered company to provide services under a contractor agreement (what we call a PJ contract). If I'm hired for this role, that's how the contract would work. The company exists only because it was required.
| Area | Details |
|---|---|
| Experience | 4 years in media buying, mostly Meta Ads, direct response |
| Markets | United States and Europe |
| Verticals | Weight loss, blood sugar support and men's health supplements; info products |
| Funnels | Presell → VSL → checkout; landing pages and quizzes |
| Sales platforms | Digistore24, ClickBank, BuyGoods |
| Education | College degree in Systems Analysis and Development |
| Availability | Fully available |
- Went back over the mock scenarios I answered earlier in the process.
- Studied the market the client needs leads for: personal injury and motor vehicle accident cases in the US.
Most Memorable Results
R$1.38M (~US$280K) in revenue in one month from a single campaign
This result stands out for me because it came right at the start of my career as a media buyer in a direct response operation: one campaign, in one Meta ad account, managed by me.
My role: I owned every testing, scaling and cutting decision on that campaign.
Supplement offers sold through Digistore24. Spend, revenue and sales were tracked in AnyTrack, the tracking platform I used to get more accurate data than Meta Ads Manager alone, matching each sale to the campaign that drove it. Values were recorded in BRL; USD figures are approximate, at about 4.9 BRL per USD. About 99% of the month's spend and revenue came from one campaign (RB P36 in the report below).
Proof
How I see lead gen
In lead gen, getting people to fill out a form is not the goal. A form fill alone doesn't mean revenue. What matters is reaching the right prospects and turning those leads into real conversions.
Generating leads that actually convert is just as challenging as running conversion campaigns, and I'm prepared to meet that challenge.
Looking Ahead
In the next five months, I see myself growing through a new professional experience. It's a market that is new to me, but my ambitions stay the same, because it's still direct response marketing.
Working directly with clients, and with people from a different culture, will be something new for me. By the end of these five months, I hope the client is happy with the results my work has generated.
Beyond delivering results and performance as a media buyer, I want to have grown as a person too, because personal growth brings professional growth with it.
I also hope to bring what I've learned in the Brazilian media buying market, along with my skills and experience, and help the company bring in a lot more revenue, the same way I helped the companies I worked with before.