Hans Lacida — Paid Acquisition System Operator · 70× Peak ROAS AU/NZ · 20× US

Who I Work With

You know the spend is there.
The return isn't.

Every type of business I work with has a different context — but the core problem is always the same: money going in, signal coming out broken, and Google's AI making decisions on garbage data.

ICP Profile

The Ecommerce
Brand Owner

You're doing $30K–$500K/month in revenue and running Google Ads — but your ROAS report and your bank account tell two very different stories.

Spend $5K–$80K/mo

Platform Google Ads + Shopify / WooComm

Primary pain Broken tracking, PMax waste

Goal Profitable scale without guessing

"My agency says ROAS is 6×. My profit margin says otherwise. I don't even know what's real anymore."

01 /

Your ROAS looks good. Your margins don't.

Google is optimizing for reported revenue, not profit. Returns, discounts, shipping costs, and LTV aren't in the signal — so you're scaling campaigns that are actively destroying margin while the dashboard says 5× ROAS.

Margin killer Conversion signal Profit bidding

Silent drain

02 /

Performance Max is spending — but you have no idea where.

PMax shows you one blended number across Search, Shopping, Display, YouTube, and Gmail. You can't tell which channel is performing and which is burning budget on low-intent placements. Google designed it that way.

PMax black box Asset group structure Most fixable

$2K–$15K/mo lost

03 /

Tracking is broken and everyone says it's fine.

Your agency set up GA4 and Google Tag Manager three years ago and hasn't touched it since. Enhanced conversions aren't enabled. Server-side isn't configured. iOS14 killed half your signal and nobody told you — or fixed it.

Data loss GA4 + GTM Enhanced conversions Server-side

30–60% signal lost

04 /

You're paying to retarget people who already bought.

Without proper Customer Match exclusions and audience segmentation, your ads are chasing recent purchasers, current customers, and email subscribers — people who were going to buy anyway. You're paying for credit you don't need to take.

Wasted spend Customer Match Audience segmentation

Invisible waste

05 /

Scaling breaks the account every time.

You double the budget and ROAS collapses. You pull back and it recovers. The account doesn't have a stable structure — it's patched campaigns, mismatched bidding strategies, and competing ad groups that are cannibalizing each other.

Scaling ceiling Campaign architecture Fixable in 30 days

Growth blocked

06 /

Your feed is the reason Shopping underperforms.

Titles that say "Blue T-Shirt — Medium" instead of what buyers actually search. Missing GTINs. No supplemental feed. Google is matching your products to irrelevant queries because you gave it garbage to work with — and PMax made it worse.

Feed quality Shopping architecture Merchant Center

Low-intent traffic

ICP Profile

The Multi-Location
Business Owner

You operate 2–20+ locations across a region or nationally. Each location has its own market, its own competitive set, and you're trying to run Google Ads for all of them.

Verticals HVAC, medspa, dental, home services

Spend $3K–$30K/mo per location

Primary pain Cost per lead, lead quality

Goal Qualified leads at a predictable CPL

"I'm getting leads — but my sales team says half of them aren't serious. I don't know if it's the ads or the market."

01 /

You're paying for leads. You're not paying for qualified leads.

The campaign optimizes for form fills and calls. It doesn't know which ones turned into booked appointments, closed sales, or repeat customers — because that data lives in your CRM, not in Google Ads. So the algorithm chases volume, not value.

Lead quality Offline conversion import High-value fix

Budget on bad leads

02 /

Every location is competing against itself.

When your Scottsdale and Phoenix campaigns run under the same account structure, they bid against each other in overlapping geo targets — inflating your own costs. Location consolidation without proper geo architecture is money thrown at an auction you're running against yourself.

Self-competition Geo targeting Campaign structure

CPL inflated 20–40%

03 /

Call tracking is broken or non-existent.

If your conversion is a phone call, you need to know which keyword, which ad, which geo drove that call — and whether it was answered. Most setups count the ring. Not the answer. Not the booking. Google is optimizing for phone rings from people who hung up.

Call tracking Conversion quality Healthcare compliance

Phantom conversions

04 /

Your negative keyword list hasn't been touched in months.

Broad match and PMax are serving to "near me" searches in markets where you don't operate. DIY queries. Competitor brand searches. Adjacent services you don't offer. Every irrelevant click is a dollar that didn't go toward a real prospect.

Wasted reach Negative keywords Search term hygiene

$1K–$8K/mo leaked

05 /

Seasonality hits you every year like it's new information.

HVAC in August. Medspa in December. Your busiest seasons are also when CPCs peak and competitors flood the auction. Without a seasonal bidding strategy and budget phasing built ahead of time, you're reactive — and you always overpay at the worst moment.

Seasonal planning Budget strategy Auction dynamics

Reactive = expensive

06 /

You have no single view of what's actually working across locations.

One location is crushing CPL. Two others are hemorrhaging budget. You don't have a unified reporting view that breaks down performance by location, by keyword intent, by lead stage — so decisions happen on gut, not data.

Reporting gap Looker Studio Quick win

Flying blind

ICP Profile

The Agency
Owner

You run a digital agency managing Google Ads for 5–30 clients. Execution is the bottleneck. You need someone who operates at expert level without needing management.

Model White-label / overflow / specialist

Spend managed $50K–$500K/mo across clients

Primary pain Capacity, depth, client retention

Goal Expert execution, no hand-holding

"My best PPC person just quit. I need someone who can walk into an account and run it — not someone I have to train."

01 /

Your senior PPC talent is your biggest single point of failure.

One key person leaves and suddenly 6 clients are at risk of churn. Institutional account knowledge walks out the door. You spend the next 60 days hiring, onboarding, and hoping the new person doesn't make expensive mistakes in live accounts.

Retention risk Capacity High urgency

Client churn risk

02 /

PMax launched and your team doesn't actually understand it.

Your team runs PMax because clients ask for it — but nobody on your team can explain asset group architecture, placement exclusions, or why a PMax campaign is cannibalizing your standard Shopping. When results drop, nobody knows why or what to do.

PMax knowledge gap Training cost Client trust

Silent account decay

03 /

You're losing clients to "in-house" and you can't compete on depth.

A client's $200K/mo spend justifies hiring a dedicated media buyer. The pitch that wins those clients back isn't cheaper — it's deeper: server-side tracking, offline conversion import, first-party data strategy. Skills most agencies don't have and can't hire for.

Churn trigger Competitive positioning Retention lever

Revenue at risk

04 /

Conversion tracking is a mess across the portfolio and nobody owns it.

Half your client accounts have duplicate conversions. A third have GA4 misconfigured. Two clients have no server-side setup despite running six-figure monthly budgets. Tracking debt compounds — and every bad decision your team makes is built on a broken foundation.

Tracking debt GA4 + GTM audit Portfolio-wide

Compounding errors

05 /

You're pitching clients on results but delivering on effort.

Your reports show activity — keywords added, bids adjusted, ads tested. What they don't show is outcome: revenue per ad dollar, CPA trend, contribution margin improvement. Clients who ask hard questions stay. Clients who get soft answers churn quietly.

Reporting quality Client retention Attribution

Quiet churn

06 /

You can't take on new clients because execution is already maxed.

The pipeline is there. The proposals are going out. But every time you close a new account you're adding hours to an already-overloaded team. You're leaving revenue on the table not because of sales — because of capacity. Growth is blocked by execution bandwidth.

Growth ceiling White-label execution Leverage available

Revenue left behind

What happens next

If three of these hit — it's fixable.

Book 15-Min Fit Call → See the fixes in action

Paid Acquisition
Systems

Heard directly
from the client.

You know the spend is there.
The return isn't.

Real numbers.
Real engagements.

Three systems.
One operator.

Operator thinking.
Made public.

15 minutes to
determine fit.

Paid Acquisition Systems

Heard directlyfrom the client.

You know the spend is there. The return isn't.

Real numbers.Real engagements.

Three systems.One operator.

Operator thinking.Made public.

15 minutes todetermine fit.

Paid Acquisition
Systems

Heard directly
from the client.

You know the spend is there.
The return isn't.

Real numbers.
Real engagements.

Three systems.
One operator.

Operator thinking.
Made public.

15 minutes to
determine fit.