Background
Pedro holds a degree in Statistics and Information Management from NOVA IMS (Universidade Nova de Lisboa). He started in data, at Marktest and Markdata in the late 1990s, where he was webmaster for both companies at a time when having a website was itself a competitive advantage.
In 1998 he opened a surf shop in Ericeira with a partner and ran it for ten years. That is where he learned what marketing has to deliver for a business with real margins and real seasonality: sales and enquiries, not impressions.
In 2009 he founded Payoff Marketing, a Google Partner agency, which Google later featured as a case study in its Google Engage programme.
Professional profile on LinkedIn.
How he works
He manages every client's campaigns personally, with no hand-off to juniors. The focus is always cost per lead and lead volume, or return on ad spend for e-commerce. The articles on this blog come out of that day-to-day work, with real numbers from accounts he manages in Portugal.