Open to remote PMM roles — US / EU

Performance
Marketing
Manager

Hans Lacida. 10+ years scaling paid acquisition across Google and Meta. I build the full growth stack — tracking infrastructure, unit economics, and the campaigns on top.

Former Google Account Strategist. $550M+ attributed client revenue. I don't just run ads — I own the acquisition function.

See the work Get in touch
$0M+
Attributed client revenue
0×
Peak ROAS — AU/NZ ecom
0%+
Avg. CPA reduction
0+
Years in paid acquisition

The shift

From ad buyer to growth owner

Most performance teams optimize for ROAS. I've spent a decade learning why that's the wrong question — and building systems that ask the right one.

"Most accounts leak 40–60% of budget before we even touch bids. Fix the measurement. Then fix the campaigns."

I started in paid search in 2009, landed my first client in Q4 2011, and spent the next decade running acquisition across e-commerce, healthcare, B2B, and home services — including time as a Google Account Strategist where I saw firsthand how the platform's AI actually makes decisions.

The turning point: rebuilding attribution for a healthcare client and discovering their "winning" campaigns were masking a CPA that was 3× what they thought. Bad data produces confident wrong decisions. I now treat measurement as the first deliverable, not an afterthought.

Inside a team, that means I own the full acquisition function — tracking infrastructure, unit economics modeling, channel strategy, creative testing, and reporting that connects ad spend to real business outcomes. Not just the dashboard, but the decisions the dashboard drives.

Capabilities

What I bring to a growth team

Paid Media
Google Search Performance Max Shopping Meta Ads TikTok Microsoft Ads

Campaign architecture, bid strategy, creative testing, budget allocation across channels. Former Google Account Strategist — I know how the platforms think, not just how to use them.

Tracking & Measurement
GA4 GTM Meta CAPI Server-side Looker Studio Enhanced Conv.

Full-funnel event architecture, deduplication, CRM match-back. I fix broken tracking before touching campaigns — decisions on bad data are confident mistakes.

Unit Economics
CAC LTV MER Payback period Cohort analysis Funnel analysis

I model the acquisition math before scaling spend. ROAS is a proxy. The real question is whether we're acquiring customers whose lifetime value justifies the cost at the target payback window.

Testing & CRO
A/B testing Creative testing Landing pages Audience experiments Offer testing

Structured experiments with clear hypotheses and enough statistical weight to act on. One variable at a time. Scale the winner, kill the loser.

Analysis & Reporting
SQL Google Sheets Looker Studio BigQuery Pivot tables

I pull and interpret my own data. Dashboards built for CFOs and founders — blended CAC, channel MER, cohort payback. Not vanity metrics.

Systems & Infrastructure
Feed optimization Offline conv. import Customer Match AI bidding Attribution

I build acquisition infrastructure, not one-off campaigns. Repeatable, documented, and transferable when the team scales.

Selected work

Results that changed the math

E-commerce · AU/NZ

Google Shopping
Performance Max
Search

Scaled a retail brand to 70× peak ROAS while maintaining margin discipline

The account had strong ROAS numbers but no view of blended CAC or LTV by product line. Rebuilt the Shopping feed structure, implemented GA4 purchase events with accurate revenue data, and redesigned PMax asset groups by product category. Budget reallocated toward lines where LTV justified the acquisition cost — not just the cheapest converters. Revenue scaled 4× inside 90 days without blowing margin.

70×
Peak ROAS
−50%
Blended CPA
4×
Revenue scaled

Healthcare · US

Google Search
Meta Ads
GA4 + CAPI

Fixed a broken attribution gap hiding 60% of conversions — then rebuilt strategy around real data

A behavioral health client was making budget decisions based on in-platform conversions. Meta CAPI was missing, GA4 events were duplicated, and CRM data was disconnected. Implemented server-side CAPI, deduplicated GA4 events, matched CRM outcomes back to ad platform data. True conversion volume was 2.6× what dashboards showed. Account restructure following the fix dropped CPA by 38% in 60 days.

2.6×
True conv. volume
−38%
CPA after rebuild
20×
Peak ROAS US

Home Services · US

Google Local
Search
Call tracking

Built a scalable acquisition system for local service operators — deployable across US markets

Developed a standardized acquisition system for junk removal businesses (junkremovalads.com) covering campaign architecture, call tracking, Local Service Ad bidding, and per-city reporting. Rapid market deployment without rebuilding from scratch each time. CAC benchmarks established per city tier, allowing spend decisions to be made against a known model rather than guesswork.

−45%
Avg. CPA vs baseline
Multi-city
Scalable system

How I work

The operating sequence

01
Measurement audit before anything else

GA4 event architecture, GTM triggers, Meta CAPI, CRM match-back. If the data is wrong, every decision that follows is wrong. This comes first, always.

02
Build the unit economics model

CAC by channel, LTV by cohort and product line, target payback period aligned to business cash position. ROAS is a proxy — this model is the north star.

03
Structured tests with clear hypotheses

Creative, audience, landing page, and offer experiments — one variable at a time, with enough statistical weight to produce a real signal before scaling the winner.

04
Scale when the math says scale

Not when the calendar says Q4. Budget increases when CAC is below target, LTV:CAC is healthy, and payback is within the agreed window.

05
Reporting that drives decisions

Looker Studio dashboards for CMOs and CFOs — blended CAC, channel MER, cohort payback curves. Built to surface the decision, not to show effort.

Metrics I track by default
CAC
Cost per acquired customer, by channel and campaign
LTV
Lifetime value by cohort and product line
MER
Marketing efficiency ratio — blended across all spend
PBP
Payback period — when does the acquisition cost return?
Verticals I've worked in
E-commerce Healthcare Medspa B2B / SaaS Home Services Hospitality AU / NZ US Markets UK / EU
Credentials
Google Ads Search Certified
Former Google Ads Partner Program — 2020–2023
GA4 Certified (Google Skillshop)
Shaw Academy Diploma in Digital Marketing
49 published working papers — Zenodo / ORCID

Open to roles

Let's talk about what profitable growth actually looks like

Available for remote Performance Marketing Manager and Growth Marketing Manager roles. US / EU time zones.

Email directly LinkedIn
Portfolio & brand zeldigital.com Main site hanslacida.com PPC resource ppchans.com LinkedIn linkedin.com/in/hanslacida Email hanzel@hanslacida.com