In 2008, Nicchio began managing small Google AdWords accounts intuitively and through self-directed learning, including a traditional restaurant on Marginal Tietê, a yoga studio, a buffet service, a painting atelier and an insurance brokerage. These were small operations, but they allowed him to work directly with campaign structure, keywords, segmentation, costs and return.
That same year, he met Rio de Janeiro-based professional Louise Martins during one of her visits to São Paulo. At a café, Louise opened her laptop and showed him an AdWords operation on a scale Nicchio had not yet encountered: a large account structured simultaneously across different countries. The scale of that operation made a strong impression. Search no longer looked only like a solution learned to address Mirantte's traffic problem; it began to appear as a much larger professional field.
Soon afterward, Louise would be featured in “Com a grife do Google”, an article published by INFO magazine in July 2008 about the then-small and competitive community of Google Advertising Professional — GAP certified professionals. INFO Exame no. 269 · Jul. 2008 ↗
The experience reinforced Nicchio's decision to enter the field professionally. In 2009, he enrolled in one of the first Google AdWords classes at Goobec, founded in 2008 as Google's first official training partner in Latin America. During the immersion course taught by João Dalla, he met another student: Herik Mourão. Goobec history ↗
After the course, he continued managing small accounts while studying Google's technical documentation for advertisers and professionals intensively throughout 2009.