Social media has become the center of attention for some time now, and it's a major solution to many common problems in modern society, apparently even traffic chaos, and for those who want to leverage it to promote their business. It was with this in mind that in 2013, Google acquired the social GPS app Waze from an Israeli startup and transformed it into an efficient advertising platform.
Waze is a mapping app that allows you to plot routes based on traffic conditions. It provides information such as traffic jams, speed limits, and speed bumps, as well as real-time travel time calculations based on traffic conditions and vehicle speed.
Unlike a regular GPS, Waze works as a community and allows users to share information about traffic conditions and maps. It also has other typical social media features, such as the ability to create groups and add friends, exchange messages about alternative routes, points of interest on the map, and even traffic accidents.
According to the latest survey conducted by Google, Waze has more than 50 million users worldwide, and in the ranking of countries with the largest number of users, Brazil already appears in second place, losing only to the United States.
How to advertise on Waze?
Of course, Google wouldn't invest in something that wasn't profitable, and with Waze it was no different. The app started out free, demonstrated its full practical potential, and soon transformed into a super advertising platform.
Waze's biggest insight is its proximity-based advertising. When a user passes by a location with an advertiser, the browser's map displays a banner with the offer and the location pin.
Advertising on Waze works on a CPM basis, the famous cost per thousand views. In other words, for every thousand views of the ad, the company pays US$1 and the minimum monthly amount is US$50.
With the dollar on the rise, everything related to it seems immensely expensive, but in this case it certainly isn't when compared to other portals like Terra and Uol that charge, at the very least, triple that per CPM.
Waze limits ads to 80 characters, so in addition to being objective, you need to be creative with your text to capture attention.
The app offers two advertising formats:
Map Pins: Very similar to the Maps layout, this includes temporary points of interest on the map. These Pins appear based on the number of impressions purchased by the advertiser and are typically related to their location. The main advantage of Pins is the ability to attract drivers near your store.
Pop-ups: Pop-ups appear when drivers are stopped in traffic, such as at a traffic light or while waiting for someone, for example. In this case, the ad will be more effective for brand positioning than for immediate conversion. It allows you to segment campaigns and determine the frequency of offers based on the user's profile and the regions they frequent.
Because Waze's search engine is integrated with Foursquare, Bing, and Google Maps, businesses need to be on these platforms to promote their ads. Once this step is completed, registration is very simple: just confirm your login and password and you'll be directed to the advertiser dashboard, where you'll provide basic information about your business, location, and hours.
The target audience will be those close to the advertiser's location.
Should you invest in Waze or not?
As with any marketing strategy, everything is measurable, and diversifying can be surprising. The cost is comparable to other marketing initiatives, and your company has a good chance of being seen by someone who would otherwise pass it by.
When users click on your ad, they have access to all your information, can save your location for a future opportunity, or navigate directly to you.
Even if your ad doesn't cause the driver to make an unexpected stop mid-route, it will at least bring visibility to your brand.
O Waze It's your company's chance to be part of your customers' journey and create meaningful experiences for them during a simple journey.
At Kaizen, we're experts in Waze advertising. This app gets a lot of traffic, and we know how to leverage it to boost your business. Don't hesitate to contact us, and we'll help you create the best digital marketing strategy for your company.
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Google Ads and Paid Traffic: Ads that Convert
Google Ads is the world's most powerful online advertising platform, displaying your ads to people who are actively searching for what you offer. With professional management, you can precisely control where every dollar is invested, measure return on investment in real time, and scale campaigns as results appear.
Advantages of professional Google Ads management
- Immediate results: ads active within hours, leads on the same day.
- Surgical segmentation by keyword, location, device, and time.
- Complete budget control — you decide exactly how much to invest.
- Accurate measurement of conversions, CPA, and ROAS.
- Continuous A/B testing of ads to improve performance.
- Campaigns in Search, Display, Shopping, YouTube and Performance Max
The difference between campaigns managed amateurishly and by experts can be 3 to 5 times the cost per lead. Kaizen Agency, a Google certified partner, manages campaigns focused on real results: qualified leads, reduced CPA, and increased ROAS. Our methodology includes in-depth keyword research focused on purchase intent, campaign structure driven by Quality Score, continuous bid optimization, and weekly performance analysis.
FAQ
What is the minimum recommended investment for Google Ads?
For most niches, an initial media budget of R$1.500 to R$3.000 per month allows for sufficient data collection for optimization. Highly competitive niches (law, healthcare, real estate) require more. The important thing is to start with a budget that allows for learning without compromising cash flow.
How long does it take for campaigns to generate results?
Well-structured campaigns generate initial leads within 48-72 hours. The optimization phase lasts 30 to 60 days, during which the algorithm learns which keywords, times, and audiences convert best. From the second month onwards, the cost per lead tends to decrease consistently.
What is ROAS and how do I know if my campaign is performing well?
ROAS (Return on Ad Spend) is the revenue generated divided by the amount invested in ads. A ROAS of 4x means R$4 in revenue for every R$1 invested. A healthy ROAS varies by niche, but in general, any result above 3x is considered positive for e-commerce.
What is the difference between Google Ads and Meta Ads (Facebook/Instagram)?
Google Ads captures existing demand — people who are already searching. Meta Ads creates demand — it interrupts users who weren't looking. In general, Google Ads converts better for products/services with high purchase intent, while Meta is ideal for awareness and the top of the funnel.
My ad is showing up but I'm not getting any clicks. What could be the problem?
Generally, the problem stems from: unattractive ad copy, an offer lacking a clear differentiator, a lack of ad extensions, a historically low CTR affecting Ad Rank, or overly broad targeting reaching an unqualified audience. An audit identifies the exact bottleneck.
Request a free analysis of your campaigns and discover where you're losing money on ads.
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