Hans Lacida
Paid Media Specialist for Founders in United States
I ignore Google reps.
Not because I’m difficult.
Because I’ve seen what happens when you listen.
budgets get pushed too fast
automation gets forced too early
context gets ignored
They call it “best practice.”
I call it misaligned incentives.
Google reps optimize for Google.
I optimize...
Founders don’t want to think about #GoogleAds every day.
If paid search requires constant supervision, the system is broken.
Good acquisition systems reduce thinking.
Bad ones increase anxiety.
I operate Google Ads and paid search systems for founders and agencies.
This is not campaign management or consulting.
It’s operator-level ownership of acquisition, spend control, and delivery standards so founders don’t have to think about traffic.
Experience in paid search isn’t about knowing features.
It’s knowing what not to change.
Stability is an underrated growth lever.
Founders don’t want more dashboards.
They want fewer decisions.
Good paid acquisition reduces thinking.
Bad paid acquisition creates constant anxiety.
The difference is not tactics. It’s ownership.