Show Pet
Pet shop · Paid traffic
Half the budget, more leads
–69%
cost per lead
- Segment
- Pet shop
- Service
- Paid traffic (Meta Ads)
- Period
- October 2025 → March 2026
01 · The challenge
High spend, low return.
Show Pet was spending over R$ 570 a month on ads and paying R$ 17.38 for each person who reached out on WhatsApp. High spend, low return — the classic case of the myth that "good results require a big budget".
02 · What we did
Less budget, zero fat.
Qualified targeting
We stopped advertising to "everyone who likes pets" and focused on people with a real customer profile.
Cutting waste
Campaigns and audiences that only spent without converting were switched off. Less budget, zero fat.
New creatives, tested
Ads made for the person who makes the buying decision, not for likes.
03 · Results
Before and after, on the same account.
October 2025 → March 2026
–57%
monthly spend
+39%
leads
–69%
cost per lead
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly spend | R$ 573.51 | R$ 247.39 | –57% |
| Leads | 33 | 46 | +39% |
| Cost per lead | R$ 17.38 | R$ 5.38 | –69% |
The lesson
Money isn't the deciding factor in performance. Strategy is. A bigger budget on a poorly targeted campaign only increases the loss — and a smaller budget on a well-built campaign brought more customers.