In an increasingly competitive digital market, Batista advocates precise targeting, tested creative, and metric analysis as fundamentals for transforming investment into results.
The advancement of digital platforms has solidified paid traffic as one of the key resources for increasing visibility and boosting business. However, experts emphasize that investing in ads without a method can represent more cost than return.
This is the analysis of Matheus Batista, director of HI Assessoria, who monitors the transformation of the sector daily. For him, understanding how paid traffic works requires a strategic vision that goes beyond simply boosting posts. “The investment needs to be supported by data and aligned with the brand’s real objective. Without this, the risk of waste is enormous,” he states.
Segmentation as a Starting Point
Batista notes that precise audience definition is the foundation of any successful campaign. “Segmentation should not be viewed merely as a technical resource, but as a core strategy. The more tailored it is to the consumer’s real profile, the more efficient the delivery,” he explains. In this sense, reaching millions of people may be less valuable than reaching truly interested audiences.
Creatives that Communicate Value
Another aspect emphasized is the quality of creatives—the visual or textual pieces that make up the ads. “Creatives can’t just be aesthetically appealing. They need to convey value, address a need, and connect with the audience’s language,” Batista observes. He also highlights the importance of A/B testing as a tool for identifying the most effective communication in different segments.
Metrics as a Guide
Finally, the director of HI Assessoria emphasizes the importance of constantly analyzing indicators. “CPC, CTR, CPM, and ROAS should not be seen as isolated data, but as compasses that guide investment decisions,” he states. Without this monitoring, he adds, paid traffic runs the risk of being reduced to an operational expense, without truly contributing to the company’s strategy.
An Integrated Perspective
Matheus Batista’s analysis points to an increasingly widespread understanding in the market: that paid traffic needs to be treated as part of a larger communications system. In a highly competitive environment, efficiency depends on the integration of strategy, analysis, and execution. For Batista, this is the path for media investment to cease being merely a cost and become a strategic asset for sustainable brand growth.
