Case Studies - Hans Lacida | Google Ads Performance Results

Performance-driven results across healthcare, e-commerce, hospitality, and B2B sectors. All data anonymized for public showcase.

Ebike & Sporting Goods Retailer

Paid Search Manager | Australia & New Zealand | 90 Days (Sep–Nov 2025)

Before

• Fragmented Google Ads structure
• Weak geo targeting for AU and NZ
• Limited keyword control
• High waste from broad search terms
• No audience or avatar alignment
• Inconsistent daily optimisation

After

✓ Peak ROAS over 60x
✓ Rebuilt PMax and Search campaigns
✓ Search terms cleaned and negatives applied
✓ Geo targeting focused on high intent AU East Coast
✓ Audience targeting aligned to buyer profiles
✓ Daily monitoring improved spend efficiency
✓ Strong BFCM results with controlled scaling

Impact: Strong lift in high intent traffic | Improved ROAS stability | Lower wasted spend | Clear structure ready for scaling across AU & NZ

California Treatment Center

Paid Search Manager | 90 Days

Before

• Cost per Lead: ~$115
• Budget: $0-$1,200
• No call tracking
• Fragmented attribution

After

✓ Cost per Lead: $54
✓ 47 leads (Month 1)
✓ Budget scaled to $4,000+
✓ Full call tracking

Impact: 53% CPA reduction | Account rebuild | CallTrackingMetrics integration

Behavioral Healthcare

Orange County | 60 Days

Before

• High CPA baseline
• Low phone call volume
• Poor impression share

After

✓ CPA down 25-30%
✓ Phone calls +40%
✓ Improved Quality Score

Actions: Competitor search campaigns | TCPA bid strategy | Hyperlocal targeting

Engine Manufacturing

B2B Scale | Nov 2023 - Jul 2024

Before

• CPA: $23
• Monthly Spend: $300k
• Low conversion rates

After

✓ CPA: $14 (-39%)
✓ Conversions +50%
✓ Spend: $150k
✓ ROAS: 11,500%

Results: $551.9M sales | $138M net profit | 50% conversion increase

Travel Ads by Expedia

50+ Hotel Brands | 2022-2023

Before

• Inconsistent reporting
• High CAC
• Manual processes

After

✓ ROAS: 3.2x-5x
✓ CAC down 28%
✓ Automated dashboards

Impact: 100% timely reporting | Unified Looker Studio dashboards | Team framework

Furniture Brand

E-commerce | Mar-Apr 2022

Before (Mar)

• Conversions: 1.89k
• Conv. Value: $1.5M
• ROAS: Baseline

After (Apr)

✓ Conversions: 2.10k
✓ Conv. Value: $3.9M
✓ ROAS: 2.6x (+260%)

Growth: 260% conversion value increase | 1.32M impressions | Optimized targeting

Security Equipment Retailer

E-commerce | Apr 2022 - Apr 2023

Before (Apr 2022)

• Conv. Value: $139
• ROAS: 0.17x
• Underperforming

After (Apr 2023)

✓ Conv. Value: $14,201
✓ ROAS: 9.06x
✓ Peak: 21.55x

Impact: 10,117% conversion lift | 7.22x aggregate ROAS | $129.5K revenue

Computer Parts & Laptops

E-commerce | Jun 2013 - Sep 2021

Campaign Summary

• 112M+ impressions
• 1M+ clicks
• Avg CPC: $22.31

Results

✓ 26,700 conversions
✓ $2.67M-$4M revenue
✓ Phone calls most effective

Performance: 8-year account management | Diverse ad formats | High-volume success

Plumbing

Google Display | Nov 2020 - Nov 2021

Campaign Metrics

• 10M+ impressions
• 5,933 clicks
• Avg CPC: $3.40

Results

✓ 1.2K conversions
✓ Conv. Rate: 1.04%
✓ CPA: $34.24
✓ AOV: A$180-$250

Targeting: Perth, Australia | Top keywords: plumbing, plumbers | Peak: Jan 2021

Clothesline Company

E-commerce | Dec 2022 - Feb 2023

Campaign Metrics

• 423K impressions
• 3,189 clicks
• Avg CPC: $1.20

Results

✓ 4.4K conversions
✓ 41 phone calls
✓ Conv. Rate: 0.36%

Targeting: Sydney & Brisbane | Top keywords: washing line, clothes line | Mobile optimized

SEO Agency in the USA

PPC Lead | 2024 - May 2025

Initial State

• Multiple client accounts
• Inconsistent tracking
• High CPA across campaigns

Results

✓ Improved CPA across all
✓ Increased call volume
✓ Enhanced CTR & Quality Score
✓ GA4/GTM integration

Clients: Addiction recovery, wellness, construction sectors | 6+ active campaigns

Performance Summary

11+

Case Studies

$550M+

Total Revenue Generated

50%+

Average CPA Reduction

ROAS by Project (Where Reported)

• Ebike & Sporting Goods Retailer: Peak ROAS 60x
• Engine Manufacturing: ROAS 115x
• Travel Ads by Expedia: ROAS 3.2x–5x

• Furniture Brand: ROAS 2.6x
• Security Equipment Retailer: 7.22x aggregate ROAS (peak 21.55x)
• Average ROAS across these projects: ≈38x

Average calculated using available ROAS figures only; actual performance varies by industry, budget, and timeframe.

From playbook to operating partnership

If you’d rather not own every detail of execution, the same operating principles in this playbook are what I bring as a paid acquisition systems operator. The goal is simple: install a system that leadership can trust when scaling spend. Not ready for ongoing management? Start with a paid audit.

How I Operate Start with a Paid Audit

Important Notes & Disclaimers

• All case studies use anonymized client data for public showcase.
• No proprietary, personally identifiable, or sensitive information is disclosed.
• All performance figures (ROAS, CPA, revenue, leads, etc.) are specific to the individual accounts and timeframes shown.
• Before/After results, including peak ROAS numbers, are not guarantees of future performance and may not be typical.
• Results vary by industry, budget, seasonality, offer, landing pages, and broader market conditions.
• ROAS and revenue figures are rounded for readability; currency values are approximate where ranges are shown.
• All performance data is sourced from internal Google Ads and analytics reports available at the time of management.