1. The situation
- Fragmented Google Ads campaign structure
- Weak geographic targeting
- Limited keyword governance
- Waste from broad search traffic
- No buyer avatar alignment
- Irregular optimisation cadence
2. What changed (operator actions)
- Rebuilt Search and Performance Max architecture
- Search term mining and negative keyword system
- Geo targeting focused on high intent AU East Coast
- Audience signals aligned to buyer profiles
- Campaign structure built for BFCM scaling
- Daily monitoring and optimisation
3. Results
- Up to 70x peak ROAS
- Sustained 60x+ ROAS windows during peak periods
- Major reduction in wasted spend
- Higher volume of high intent traffic
- Stable scaling during Black Friday / Cyber Monday
4. Business impact (in plain language)
The account moved from fragmented campaign management to a structured paid acquisition system. The new architecture improved efficiency, stabilized ROAS, and created a foundation for scaling across Australia and New Zealand.
See more results or explore the playbook
If you’re operating in ecommerce and see similar patterns in your account, the next step is usually a conversation about structure and fit—not a generic “audit.”
About the operator
Hans Lacida operates paid acquisition systems for ecommerce and lead generation brands, with a focus on structured campaign architecture, ROAS stability, and accountable growth partnerships.