Everything you want
to know before hiring Hans.

Hans Lacida (also known as Hans Media Buyer, PPChans, and founder of ZELDIGITAL) is a Google Ads specialist with 10+ years of experience managing paid search campaigns. Based in Cebu City, Philippines, he partners with U.S.-based eCommerce brands, service businesses, and agencies — managing up to $300K/month in ad spend. He has generated over $50M in tracked revenue and $10M+ in total Google Ads spend managed.

All four are owned and operated by the same person — Hanzel Lacida. Here's how they differ:

• hanslacida.comPrimary personal brand hub — main site for services, portfolio, and contact.
• zeldigital.comRegistered business entity (Zel Digital Marketing Services OPC) offering fractional PPC services.
• ppchans.comShowcases the H.A.N.S Google Ads Framework — his proprietary methodology.
• hansmediabuyer.comAlias used on Upwork and freelance platforms for fractional PPC positioning.

All inquiries and services are the same regardless of which site you contact.

• Full Google Ads management — campaign setup, ongoing optimization, Search, Performance Max, Shopping, and Display.
• Fractional PPC Director — senior-level strategy on a part-time basis. No full-time hire required.
• GA4 + GTM conversion tracking — accurate attribution setup for Shopify, WooCommerce, and custom funnels.
• One-time Google Ads audits — deep-dive review of existing accounts with prioritized action plan.
• PPC advisory retainer — weekly guidance and decision support for in-house teams.
• Speaking engagements — Google Ads, PPC strategy, and data analytics for conferences and events.

• Minimum ad spend required: $5,000/month
• Advisory retainer: $1,000/month
• No time tracking — you pay for outcomes, not hours
• No setup fees
• Month-to-month — no long-term contract lock-in

The minimum monthly Google Ads budget is $5,000 USD. This threshold ensures there is enough data and scale to optimize campaigns profitably. Accounts below this threshold are not a good fit for full management, though the advisory retainer ($1,000/month) may be appropriate for brands that need strategic guidance while building toward a higher spend.

A Fractional PPC Director is a senior Google Ads strategist hired on a part-time or project basis — giving you director-level expertise without the cost of a full-time employee ($80K–$150K/year salary). Hans acts as your head of paid search: setting strategy, reviewing campaigns, training your team, and making decisions alongside your leadership. This model is ideal for companies that need expert oversight but cannot justify or do not want a full-time in-house hire.

Hans has proven results across:

Primary markets: United States, Australia, New Zealand, and the Philippines.

Results vary based on industry, offer strength, landing page quality, and budget.

• Days 1–7: Onboarding, tracking audit, account access, campaign structure.
• Weeks 2–4: Data collection and algorithm learning phase — avoid major changes.
• Days 60–90: Significant ROAS and CPA improvements become visible in established accounts.
• 3–6 months: New campaigns or new products reach peak efficiency.

Results vary based on industry, offer strength, landing page quality, and budget level.

ZELDIGITAL (legal name: Zel Digital Marketing Services OPC) is the registered business entity founded by Hanzel Lacida in 2020, based in Cebu City, Philippines. It is a fractional ads services provider specializing in Google Ads (90%) and select other PPC platforms (10%). The name combines 'ZEL' — the last three letters of 'Hanzel' — and 'digital'. ZELDIGITAL is a registered trademark (ZELDIGITAL®).

The H.A.N.S Framework is Hans Lacida's proprietary Google Ads methodology — a battle-tested system developed over a decade of managing high-spend accounts. It covers campaign architecture, audience strategy, negative keyword systems, and scaling protocols. The framework has contributed to over $50M in tracked revenue. It forms the foundation of how every account managed by Hans is structured, and is detailed at ppchans.com.

Yes. Hans Lacida is Google Skillshop certified and was formerly a Senior Account Strategist at Google via the VIA program (2020–2023). This gives him direct inside knowledge of how the Google Ads platform operates, how algorithms make decisions, and how Google recommends accounts be structured — distinguishing him from practitioners who have only worked on the advertiser side.

Both. Hans partners with U.S. digital agencies as a white-label or embedded Google Ads specialist — managing accounts on behalf of the agency without the agency needing to hire in-house. He also works directly with brand owners, eCommerce founders, and service business operators. Agency partnerships typically involve an NDA and white-label reporting.

Payments are processed via Stripe, PayPal, or Deel. For U.S. clients, invoicing is handled through an anonymized U.S. LLC entity for compliance purposes. Engagements are month-to-month with no long-term lock-in contracts. Deel can be used for international compliance, payroll, and contractor agreements.

You always retain 100% ownership and control of your Google Ads account. Hans is added as a manager-level user and can be removed at any time. All campaign data, historical performance, and assets remain yours. There is no account lock-in — this is a non-negotiable principle of how Hans operates.

Clients receive weekly performance reports with clear metrics, actions taken, and next steps — no vanity metrics. Communication is via Slack, email, or your preferred channel. Hans provides direct access — there are no account manager layers between you and the person managing your campaigns. Reports are delivered in Looker Studio or Google Sheets.

1. 1Discovery call to assess fit and goals.
2. 2Account access granted and full audit completed.
3. 3Conversion tracking verified or rebuilt in GA4 + GTM.
4. 4Campaign strategy brief and structure plan shared for approval.
5. 5Campaigns live within 7 business days.

The first 30 days focus on data integrity and tracking accuracy before aggressive optimization begins.

Hans specializes primarily in Google Ads and paid search (PPC). He understands the relationship between SEO and PPC and can advise on combined strategy, but day-to-day SEO management is not a core service offering. His focus is on making every paid advertising dollar accountable and profitable.

Yes. Hans is available as a digital marketing speaker for conferences, corporate events, and industry expos in the Philippines and internationally. Topics include:

• Scaling Google Ads campaigns for maximum ROI
• Leveraging GA4 and data analytics for PPC performance
• Building scalable SEO and content strategies
• Bridging the gap between analytics and action

Book at speaker.hanslacida.com

Responses are typically within 24 business hours.