Diego Willian Zietek

• 5 to 100s — Monthly MQL Growth
• 6 Months — Time to Scale Acquisition

Pontomais had very limited paid acquisition scale, generating only around 5 MQLs per month. The challenge was to build a more reliable acquisition engine capable of increasing qualified demand without losing control of efficiency or lead quality.

I rebuilt the paid media strategy across channel mix, campaign structure, targeting, budget allocation, testing, and optimization. I shifted the focus from surface-level metrics to qualified lead generation, using campaign and funnel performance to continuously reallocate spend and scale the highest-performing acquisition opportunities.

Within six months, paid acquisition scaled from around 5 MQLs per month to hundreds, turning paid media into a meaningful source of qualified pipeline for the business.

• 1,550 — Marketing Qualified Leads
• 360 — Sales Qualified Leads
• 38 — High-ticket B2B Sales

A large B2B healthcare organization needed to generate qualified demand from large companies for high-ticket healthcare solutions with long and complex sales cycles. The challenge was not simply increasing lead volume, but improving progression from MQLs to SQLs and closed business.

I led the paid acquisition strategy across multiple B2B healthcare solutions, restructuring campaigns around lead quality and funnel progression. I optimized targeting, budget allocation, and channel performance using MQL, SQL, and sales outcomes as the primary decision signals.

We generated 1,550 MQLs and 360 SQLs, contributing to 38 closed high-ticket B2B sales with large companies, connecting paid media to qualified pipeline and commercial outcomes rather than lead volume alone.

• 42 — Conversions in 30 Days
• Around $65 — AC Cost per Conversion
• Around $75 — Plumbing Cost per Conversion

A US home services company needed to generate a steady flow of qualified HVAC and plumbing leads in a highly competitive local market. The challenge was to scale conversion volume while keeping acquisition costs under control and allocating budget efficiently across different service categories.

I managed and optimized Google Ads and Performance Max campaigns across HVAC and plumbing services, restructuring budget allocation, campaign priorities, and conversion-focused optimization around the services producing the strongest lead volume and efficiency.

We generated 42 conversions in 30 days across HVAC and plumbing, achieving approximately $65 CPA for AC and $75 CPA for plumbing while managing an around $9,000 monthly paid media budget.