PPC Hans — Google Ads Specialist

The H.A.N.S. Framework

Four layers every engagement runs through — in order, every time. Strategy before spend, signal before scale.

High-leverage strategy

Offer, market, ICP, budget, and channel decisions locked before a single dollar is committed. Every campaign launches with a written brief — no guessing mid-flight.

Accurate signal

Server-side tracking, CRM data, first-party audiences, and conversion-quality filters — so the bidding algorithm works from clean data, not inflated numbers.

AI-native execution

AI handles research, creative variants, audits, and anomaly detection. Every output goes through human review before it ships. Speed without blind trust.

Scale with guardrails

Lead-quality thresholds, margin constraints, brand safety rules, and automation overrides set before spend increases. Scaling should never surprise you.

Real accounts. Verified results.

Every figure below comes from a specific account and a defined time window — pulled from the platform, not modeled.

70×

Peak ROAS
eBike · AU/NZ · 90-day window

−53%

Cost per acquisition
Healthcare · CA

21×

Peak ROAS
Security eComm · US

−39%

CPA at $300K/mo
B2B Manufacturing · US

Live dashboard · HVAC · Tennessee · US

$1M+ revenue — HVAC brand · 7 months

Apr – Oct 2026 · 2nd brand · Prepared by Hanzel Lacida (Kaizenstrategy Solutions LLC)

$1.01M

Revenue

198k

Sessions

431

Purchases

Google Analytics dashboard — client data redacted under NDA

Live account walkthrough

20× peak ROAS — US Google Ads

eCommerce · US market · Best-performing week · Client data redacted under NDA

20×

Peak ROAS

Client accounts are covered by NDA. Business names and URLs are redacted — the numbers and campaign structure are untouched.

Full case studies

Hear it from Hans directly

Two minutes — how he works, what he looks for, why it matters.

Hans "Dexter"
Lacida

Senior Google Ads specialist with 10+ years hands-on, including time as a Google Account Strategist. Works directly with US founders — no account managers, no junior handoffs.

Search, Shopping, Performance Max, and server-side tracking

US-market focused · available during US business hours

Selective intake — 2 spots per month. You work with Hans, not a team.

4.5★ on Clutch · $50M+ tracked revenue · 10+ accounts · 2018–2026

hanslacida.com LinkedIn

Common questions

Things serious clients and collaborators ask before reaching out. Answered directly.

Who do you typically work with?

US founders and operators spending $5K–$300K/month on Google Ads. Typically e-commerce brands on Shopify, healthcare practices, and B2B companies who want a single specialist accountable for results — not an account manager passing work to a junior team.

What does working with you actually look like day to day?

You talk directly to Hans — no layers. Onboarding starts with a full account audit and strategy brief. From there: weekly reporting, proactive optimizations, and a standing Slack or email thread. You don't chase for updates. If something changes in performance, you hear about it first.

How many clients do you take on at once?

2 new clients per month, maximum. The intake is selective by design — not to create artificial scarcity, but because the depth of work this system requires can't be spread thin. Each account gets genuine attention, not a templated weekly check-in.

What platforms do you run campaigns on?

Google Ads is the core — Search, Shopping, and Performance Max. The tracking infrastructure underneath (GA4, GTM, server-side tagging, enhanced conversions) is just as important as the campaigns themselves. I also run Meta Ads and have hands-on experience with DV360, Microsoft Ads, and TikTok Ads where the brief calls for it.

Can I see real account results before committing?

Yes — by request. Live account walkthroughs are conducted as a recorded screen-share session with Hans directly. Client business names and URLs are redacted under NDA, but the numbers, campaign structure, and decisions are real and unedited. Book a strategy call and we'll schedule it.

Do you use AI in your work? How?

Yes — daily. Claude and ChatGPT are active parts of the workflow: keyword research, copy angle development, audit analysis, and anomaly investigation. AI handles the speed work; Hans handles the judgment. Every output is reviewed before it touches a live account or a client deliverable. The H.A.N.S. Framework's "N" — AI-native execution — is built around this.

I'm interested in a paid collaboration or partnership — is that possible?

Yes. Agency white-label partnerships, content collaborations, and paid speaking or training engagements are all on the table. Reach out with what you have in mind at hanzel@hanslacida.com — no intake form required for that conversation.

Where can I see your full work history and background?

Full experience, case studies, tech stack, and expertise areas are at cv.paxhl.com — Hans's dedicated CV site. It covers 10+ years of roles across e-commerce, healthcare, B2B, and agency work, with specific results and the platforms used in each engagement.

What's the fastest way to get started?

Book the 15-minute strategy call at cal.com/hanslacida. Come with your current monthly ad spend and your biggest frustration with the account — that's all you need. Hans will identify the highest-leverage fix and tell you whether it makes sense to work together.

Google Ads that scale to profit.