HansLacida

Growth Strategy & Commercial Advisory

I work with founders and senior teams to make correct growth decisions.

Paid media is not the strategy.

It is the signal.

I use Google Ads, Meta, and marketplace advertising to expose demand quality, margin pressure, payback reality, and allocation errors before they become expensive mistakes.

This work sits above execution.

What This Is

Founder-level growth advisory focused on commercial outcomes, not platform tactics.

• Are we actually growing, or recycling demand?
• Why does ROAS look fine but cash keeps tightening?
• Which channel deserves the next dollar and which should be cut?
• Is pricing, demand, or distribution the real constraint?
• What breaks if we scale spend 2×?

This is decision support, not campaign management.

How I Work

I start with the business, not the ad account.

• Contribution margin and cost structure
• Customer acquisition payback
• Channel incrementality
• Demand intent across platforms
• Budget allocation efficiency

Paid media is used as a diagnostic system to surface truth quickly and objectively. Recommendations are grounded in data and commercial reality.

Scope of Advisory

• Spend allocation and scale decisions
• Payback and margin diagnostics
• Channel role definition across Google, Meta, and marketplaces
• Demand and intent analysis
• Founder-level decision frameworks

Execution is not included here.

If required, execution can be operated separately under a dedicated delivery mandate.

Who This Is For

• Founders and CEOs
• Heads of Growth
• Senior operators responsible for profit, not optics

Typical fit:

• DTC, lead generation, or marketplace businesses
• $50k+ monthly paid media spend
• Teams that already execute but need better decisions

If you want ideas, audits, or education, this is not a fit.

Operating Boundaries

• Campaign builds or optimizations
• Media buying
• Creative direction
• CRO or funnel execution
• Weekly reporting calls

This is thinking work, not delivery work.

Engagement Structure

• Limited in capacity
• Outcome-oriented
• Time-boxed or retainer-based

The objective is decision clarity, not dependency.