Hans Lacida
Performance Marketing Manager · Google Ads Expert
Building scalable paid acquisition systems — from search infrastructure to AI-native campaign execution.
10+ years delivering revenue-focused results across e-commerce, healthcare, and B2B in the US and Australia.
Open to B2B contracts and full-time roles.
Career Highlights
Numbers from real accounts, real clients, real optimization windows.
Experience
10+ years of paid acquisition, operator-level depth across every major vertical.
- Owned Search, Shopping, and PMax campaigns supporting $897K–$1.02M in monthly sales across 35+ months
- Conversion tracking cleanup doubled reportable e-commerce conversions in one month without changing spend
- Maintained data integrity across product feeds, campaign structures, and attribution settings so Google's AI bid on clean signals
- Aligned ad strategy with inventory, promotions, and revenue targets through direct collaboration with operations and sales leadership
- Managed a $300K/month Google Ads healthcare program across Search and Display, including budget pacing and account audits
- Built lead segmentation logic that improved conversion tracking accuracy by 15% and routed qualified leads to the right campaigns
- Corrected attribution inconsistencies across client reporting — decisions made on accurate data, not inflated platform numbers
- Collaborated with account managers and creative teams to align copy, offers, and landing pages with campaign intent
- Planned, launched, and optimized Search, Shopping, and PMax campaigns across e-commerce, healthcare, and B2B
- Implemented GA4 and GTM tracking end-to-end — accurate attribution for revenue and lead generation clients
- Conducted recurring account audits to surface tracking gaps, wasted spend, and targeting inefficiencies
- Built automated Looker Studio dashboards for clear leadership visibility into spend, ROAS, CAC, and pipeline
- Directed and reviewed work of junior media buyers — established QA standards and naming conventions across multi-account teams
- Managed Google Ads and Meta Ads across 50+ client accounts simultaneously — owned campaign QA and performance reporting
- Built automated Looker Studio dashboards used by account managers and leadership for cross-account visibility
- Standardized campaign structures and naming conventions across the team — reduced handoff friction, improved reporting clarity
- Led new client onboarding: tracking audits, conversion goal setup, initial strategy, and 30-day benchmarks
- Owned campaign structure, keyword strategy, and attribution setup for service-based clients across Search and Display
- Drove 3× inbound call growth through keyword segmentation, negative keyword discipline, and bid strategy refinement
- Managed campaigns generating 112M+ tracked impressions — optimized for call quality, not just volume
- Coordinated with sales and ops to align ad performance with actual business outcomes, not platform vanity metrics
Selected Results
Modern tools, proven techniques, and systems designed to scale.
Live account walkthroughs are available on request — conducted as a recorded screen-share session with me. If you'd like to see a real account in action, reach out and we'll schedule it.
Tech Stack
Modern tools, proven techniques, and platforms I operate daily.
Campaign Management
Paid Social & Programmatic
Travel & Hospitality Platforms
Hands-on with travel vertical ad platforms — hotel metasearch, OTA connectivity, and hospitality-specific campaign structures.
Also experienced with
Open to specialized and emerging platforms — I pick up new ad systems fast and hold platform-specific certifications where it counts.
Areas of Expertise
Production-grade focus, backed by ten-to-fifteen years in full search, frontend, and data architecture.
Paid Acquisition Systems
Full-funnel paid search infrastructure built for accuracy and scale — not just campaign management.
- Google Search, Shopping, Performance Max
- Bid strategy and automation architecture
- Budget pacing and allocation frameworks
- Competitor conquest and negative keyword systems
Tracking & Signal Quality
Most accounts leak 40–60% of budget to broken attribution. I fix the foundation before scaling spend.
- GA4, GTM, server-side tagging
- Enhanced conversions & offline import
- CallRail and CallTrackingMetrics integration
- CRM and first-party data pipelines
Reporting & Dashboards
Leadership visibility into what's actually driving revenue — not vanity metrics from the platform UI.
- Automated Looker Studio dashboards
- Cross-account visibility frameworks
- ROAS, CAC, and pipeline attribution reporting
- Anomaly detection and pacing alerts
Team Leadership & Ops
Agency-tested operator who's directed junior buyers, set standards, and built systems that survive turnover.
- Junior media buyer direction and QA
- Campaign naming convention standards
- Onboarding frameworks for new accounts
- Cross-functional collaboration with creatives and devs
eCommerce Performance
From Shopify feeds to PMax asset groups — building the infrastructure that turns ad spend into revenue.
- Google Shopping feed management
- Performance Max architecture and audits
- Product-level ROAS analysis
- BFCM and seasonal campaign strategy
Healthcare & Lead Gen
Compliant campaigns, real lead quality, CallTracking integration — built for regulated industries that can't afford waste.
- Compliance-aware Search and Display campaigns
- CallRail and CTM setup and segmentation
- Lead quality scoring frameworks
- Multi-location hyperlocal targeting
Frequently Asked Questions
Questions decision makers usually ask. Answered directly.
Get in Touch
Hiring a senior marketing hire, or want to schedule a walkthrough? I'd love to hear from you.