Mercado Ads run across MLB, MLA and MLM as separate books

On Mercado Livre the advertisement is downstream of the publication. Product Ads pointed at an item that does not hold the ganador slot on a catalog listing buy traffic to a page where the buy button belongs to somebody else. Across the 22 accounts we took over in 2025, that described 38 percent of active spend on the day we got access. So the first three weeks of any engagement here are catalog and price work, and the bid file does not move until that is finished. Winner recovery, first: We map every advertised item to its catalog listing, pull the competing offers, and separate the items losing on price from the ones losing on shipping promise, seller reputation or stock continuity. Price is the cheapest lever and usually the wrong one. Mercado Envios Full coverage and the reputation thermometer decide more of these contests than sellers expect, and the fix for a reputation problem is not a discount. Part of this deliverable is a list of items to stop advertising and, in some cases, to stop selling. Then structure: Campaigns split by margin band, and separately by whether an item is defending a position it already holds or buying one it does not. Those are two different jobs with two different ACOS ceilings, and a blended report hides which one your money went to. Brand Ads and Display enter only where there is a tienda oficial worth sending traffic into. Then the sites: MLB, MLA and MLM run as separate books with separate budgets and separate ceilings. A title structure that ranks in Brazil, transplanted to Mexico, is one of the more reliable ways to lose a quarter. Argentina prices move under you; we set review cadence there weekly and everywhere else fortnightly. How we measure: Console ROAS appears in our reporting as one column, not as the verdict. Every fortnight we pulse a matched set of items off and read the sales delta against a held control set, and we track daily rank position for a fixed query list so we can see where paid spend is buying placement that organic already held. The number we present is incremental and it is normally lower than the console's. If you need the console figure to be the reported figure for internal reasons, tell us before we start, because we will not produce that. What is not included: No Spanish copy. We write and edit Brazilian Portuguese and English. For MLA and MLM we specify title syntax, attribute completeness and image sequence, and a Spanish-language writer on your side or one we introduce executes it. We do not sign off on phrasing we cannot judge. No listing photography or video. No message handling, dispute work or reputation recovery through customer service. No Mercado Shops storefront build. No tooling resale: if a bid tool would help you, we name it and you buy it directly. Who this is not for: Sellers whose Full replenishment is inconsistent. Ads amplify whatever the fulfillment promise is, and an item that drops out of Full mid-flight loses both its placement and the money spent earning it. Also not for sellers with a handful of items and no catalog conflict. That account does not need an outside practice, it needs an afternoon. Access and reporting: We work inside your Mercado Ads account under a named user on your seller login, and pull reporting through the advertising API into a flat monthly file you keep. No dashboard. A dashboard is the thing people look at instead of reading the two paragraphs explaining what happened, and those two paragraphs are the deliverable.