Paid traffic done well is what turns a good product into real revenue. Paid traffic done badly is money down the drain in the name of "testing the algorithm". The difference between one and the other almost always comes down to who is managing the campaign — and that is where the choice of agency comes in.
The problem is that the paid traffic market in Brazil grew so fast that it became fertile ground for people selling result screenshots with no context. Before signing with any agency, a few points deserve serious checking.
1. RESULTS OR VANITY METRICS?
Likes, reach and engagement are easy to inflate and hard to convert into cash. The right question is not "how many people do you reach", it is "what is the cost per sale and what ROAS do you deliver on accounts similar to mine". A serious agency shows revenue generated, not just impression counts.
2. MEDIA BUYER TRANSPARENCY
You need access to the ad manager itself (Meta Ads Manager, TikTok Ads Manager) and not just a PDF report closed once a month. If the agency does not give you real-time visibility of the campaign, that is a red flag.
3. CONTRACT MODEL AND CANCELLATION PENALTY
A long lock-in contract, with a heavy penalty to leave, is a way for the agency not to have to actually perform — because you are already stuck regardless of the result. The ideal is a real validation period, where the agency accepts being evaluated by delivery and not by contract bureaucracy. This is exactly the model WBR Tráfego Pago (wbrtrafegopago.com) adopts: 150 days of validation with no termination penalty, meaning the client stays based on the result delivered, not on a lock-in clause.
