Helton Gonçalves

Campaign Optimization
• Managed 100+ Google Ads campaigns in English and Portuguese, delivering an 18% CTR uplift, 12% CPC
reduction, and 22% increase in conversion rates.
• Built and launched campaigns from scratch using best practices for ad structure, match types, extensions,
and audience targeting.
• Built and optimized Performance Max (PMax) campaigns, leveraging asset groups, audience signals, and
automated bidding to drive cross-channel conversions.
• Developed scalable frameworks for keyword expansion, Smart Bidding, and ad copy optimization, improving
ROAS and Quality Score.
• Conducted strategic performance analysis (export, website, app, competitor) to uncover new market
opportunities and grow client account value.
• Automated reporting with Google Sheets and Apps Script, boosting QA team efficiency by over 40%.
• Supported App campaign optimization with insights on vertical trends, global headroom, and performance
bottlenecks, guiding strategic budget shifts.
• Delivered actionable insights and conversion improvement recommendations based on deep analysis of
performance metrics (CTR, CPC, Impression Share, Conversions).
Quality Assurance & Coaching
• Coached optimizers on flagged cases and performance gaps, guiding improvements toward quality targets.
• Performed root cause analysis on critical and repeated errors, producing targeted action plans and behavioral
corrections.
• Built quality-score tracking dashboards in Google Sheets and Apps Script, improving visibility and
accountability across teams.
• Collaborated with team leads and QA managers to align evaluation criteria and reduce subjectivity in the
quality review process.
• Led calibration workshops that improved scoring accuracy by 9%, reduced handling effort by 15%, and lifted
positive feedback sentiment by 11%.

Poland
• Advised advertisers of all sizes on Search and Display campaign structure and performance.
• Translated client business objectives into high-performing media strategies through consultative deep-dives.
• Recommended budget reallocations and keyword refinements that drove a 15% average increase in client
ROI.
• Set up conversion tracking and Google Analytics integration for accurate performance attribution.
• Partnered with product and policy teams to resolve technical and strategic issues while maintaining platform
compliance.