Google Ads Migration Plan

Ghana + Uganda · Restructure to 5-Campaign Architecture

Updated May 4, 2026 · Confidential
🇬🇭 Ghana (GH) 🇺🇬 Uganda (UG)
🇬🇭
Ghana — Campaign Restructure
Account 1780061738 · Data: Feb 1 – May 4, 2026
Total Daily Budget
~$2,700
across all active campaigns
Best CAC (FidoBiz Docs)
$3.74
578 LN0s · scale up
Wasted Spend Stopped
~$2,500
In app L0 #2 + ROAS FS#2
Target CPI Reduction
15–25%
after full consolidation

Current Performance — Real LN0 CAC (All Conversions)

Campaign LN0s (90d) CAC Budget/day Action
UAC GH — FidoBiz Docs Signals 578 $3.74 — ↑ Scale
UAC GH — In app L0 Signals 547 $7.90 ~$700 → Migrate to tCPA
UAC GH — Installs Traffic 90 $9.79 — Evaluate Wk 3
UAC GH — ROAS FS&L0 Tiers 36 $10.74 — → Fold into tROAS
UAC GH Biz — FS250 & Repay 367 $8.18 — Swap creatives → L0
UAC GH — EasySave Ladies PMAX — $6.23 — Keep
UAC GH — EasySave Savings Signals — $29.00 — 🔴 Pause Now
UAC GH — In app L0 #2 / ROAS FS#2 112–119 $16–17 — 🔴 Pause Now

Target Structure — 5 Campaigns

# Campaign Strategy Target Budget/day Split Allocation
1 UAC GH — Core L0 tCPA tCPA $1,890 70%
2 UAC GH — Core L0 tROAS tROAS $675 25%
3 UAC GH — Salaried Workers tCPA $81 3%
4 UAC GH — Retargeting (UACe) tCPA $81 3%
5 Search GH — Brand CPC $10 <1%

Day-by-Day Migration Plan

★ TODAY — May 4 (Already Done)
↑ Core L0 tCPA $120 → $150 ↑ Core L0 tROAS $120 → $150 ↓ Dynamic ROAS L0 $500 → $430 🔴 Pause EasySave Savings Signals ($29 CAC) 🔴 Pause In app L0 #2 / ROAS FS#2 ($16–17 CAC)
May 5
+20% on new campaigns
↑ Core L0 tCPA $150 → $180 ↑ Core L0 tROAS $150 → $180
May 6
+20% · Creative swap
↑ Core L0 tCPA $180 → $216 ↑ Core L0 tROAS $180 → $216 🎨 Swap Biz FS250 creatives → L0 messaging 🎨 Swap FidoBiz Docs creatives → L0 messaging
May 7
+20% · Start EasySave merge
↑ Core L0 tCPA $216 → $259 ↑ Core L0 tROAS $216 → $259 Merge duplicate EasySave campaigns → single UAC GH EasySave
May 8
+20%
↑ Core L0 tCPA $259 → $311 ↑ Core L0 tROAS $259 → $311
May 9
+20% · Upload Customer Match lists
↑ Core L0 tCPA $311 → $373 ↑ Core L0 tROAS $311 → $373 Upload KYC drop-off list from Snowflake → Retargeting campaign Upload verified-no-borrow list from Snowflake
May 10
+20% · Reduce Dynamic ROAS L0
↑ Core L0 tCPA $373 → $448 ↑ Core L0 tROAS $373 → $448 ↓ Dynamic ROAS L0 $430 → $300 (folding into tROAS)
May 11
+20% · Reduce In app L0 Signals
↑ Core L0 tCPA $448 → $537 ↑ Core L0 tROAS $448 → $537 ↓ In app L0 Signals: reduce budget by 30%
May 12
+20% · tROAS approaching target
↑ Core L0 tCPA $537 → $645 ↑ Core L0 tROAS $537 → $645 → cap at $675 ✓ TARGET ↓ Dynamic ROAS L0 $300 → $150
May 13–15
L0 consolidation — main event
↑ Core L0 tCPA $645 → $774 → $929 🔴 Pause Dynamic ROAS L0 (folded) ↓ In app L0 Signals → $200 Monitor: CPI should start falling as tCPA consolidates signal
May 16–18
Final scale-up · tCPA reaches target
↑ Core L0 tCPA $929 → $1,115 → $1,338 → $1,605 → $1,890 ✓ TARGET 🔴 Pause In app L0 Signals (safety net: keep 1 extra week) Build Brand Search campaign (spec in brief)
May 19+ · Monitor
Watch CPI daily — 2–3 week learning period
Target: 15–25% CPI reduction from eliminating self-bidding Check value_per_conversion spread in tROAS (need variance across tiers) Evaluate FidoBiz Docs + Biz FS250 CAC post-creative-swap
🇺🇬
Uganda — Campaign Restructure
Account 1780061738 · Data: Feb 1 – May 4, 2026
Total Daily Budget
$1,076
10 active campaigns
Best CAC (DR Top Signals)
$6.06
533 LN0s · budget-constrained
Immediate Waste
$70/day
Retargeting LN0 · $23.70 CAC
Structure Status
50% done
tCPA + tROAS already exist
UG is ahead of GH: The target structure campaigns (Core L0 tCPA, Core L0 tROAS, Retargeting KYC, Retargeting LN0, Brand + Intent) already exist. You're not building — you're migrating budget and winding down legacy campaigns.
Self-bidding problem: 5 old campaigns (Master Signals + In-app L0 no CG + Biz FS250 + In-app L0 NEW + DR Top Signals) consume $686/day, all targeting overlapping audiences. The new tCPA/tROAS campaigns are underfunded at $100/day each.

Current Performance — Real LN0 CAC (All Conversions)

Campaign LN0s (90d) CAC Budget/day Action
UAC Uganda - L0 no CG DR Top Signals 533 $6.06 $36 ↑ Scale to $50, then fold
UAC Uganda - In-app L0 NEW 297 $7.43 $50 Pause May 6 → tCPA absorbs
UAC Uganda - L0 Master Signals - Aggressive 1,869 $8.17 $300 → Migrate to tCPA
UAC UG Retargeting KYC 123 $8.90 $70 Keep
UAC UG Biz - FS250 & Repay Signals 2,516 $9.35 $150 Swap creatives → L0, keep
UAC Uganda - In-app L0 no CG 2,588 $9.40 $150 → Migrate to tCPA
Search UG — Brand + Intent 19 $10.37 $50 Keep (brand protection)
UAC UG — Core L0 tCPA 75 $12.61 $100 ↑ Scale to $700 (learning phase)
UAC UG — Core L0 tROAS 60 $15.63 $100 ↑ Scale to $250 (learning phase)
UAC UG Retargeting LN0 24 $23.70 $70 🔴 Pause Today

Target Structure — End State (~$1,076/day)

# Campaign Strategy Target Budget/day Split Allocation
1 UAC UG — Core L0 tCPA tCPA $700 65%
2 UAC UG — Core L0 tROAS tROAS $250 23%
3 UAC UG Retargeting KYC tCPA $70 6.5%
4 Search UG — Brand + Intent CPC $50 5%
— UAC UG Retargeting LN0 — $0 —

Day-by-Day Migration Plan

★ TODAY — May 4 · Do Now
🔴 Pause Retargeting LN0 ($23.70 CAC · $70/day freed) ↑ Core L0 tCPA $100 → $120 ↑ Core L0 tROAS $100 → $120 ↑ DR Top Signals $36 → $50 (best CAC in account) 🎨 Swap Biz FS250 creatives → L0 messaging
May 5
+20% on new campaigns
↑ Core L0 tCPA $120 → $144 ↑ Core L0 tROAS $120 → $144
May 6
+20% · Pause In-app L0 NEW
↑ Core L0 tCPA $144 → $173 ↑ Core L0 tROAS $144 → $173 🔴 Pause In-app L0 NEW ($50/day freed, signal pool folds into tCPA)
May 7
+20%
↑ Core L0 tCPA $173 → $207 ↑ Core L0 tROAS $173 → $207
May 8
+20%
↑ Core L0 tCPA $207 → $248 ↑ Core L0 tROAS $207 → $248
May 9
+20% · tROAS nearing target
↑ Core L0 tCPA $248 → $298 ↑ Core L0 tROAS $248 → $270 ✓ TARGET (hold here)
May 10
+20% · Start reducing Master Signals
↑ Core L0 tCPA $298 → $358 ↓ L0 Master Signals - Aggressive $300 → $200
May 11
+20% · Reduce In-app L0 no CG
↑ Core L0 tCPA $358 → $430 ↓ In-app L0 no CG $150 → $100
May 12
+20% · Continue reduction
↑ Core L0 tCPA $430 → $516 ↓ L0 Master Signals $200 → $130
May 13
+20% · Reduce Biz FS250
↑ Core L0 tCPA $516 → $619 ↓ Biz FS250 $150 → $100 (after creative swap confirmed) ↓ In-app L0 no CG $100 → $60
May 14
tCPA reaches target · Pause Master Signals
↑ Core L0 tCPA $619 → $700 ✓ TARGET 🔴 Pause L0 Master Signals - Aggressive
May 15–17
Final cleanup
🔴 Pause In-app L0 no CG $60 → $0 🔴 Pause Biz FS250 $100 → $0 (or keep if CAC holds post-swap) 🔴 Pause DR Top Signals $50 → $0 (tCPA has absorbed its signals) Monitor tCPA CAC daily — 2–3 week learning period expected
May 18+ · Monitor
Learning phase — watch for CPI improvement
Expected: 15–25% CPI reduction after self-bidding eliminated If tCPA CAC spikes above $12 for 5+ days → reactivate Master Signals as safety net Consider Salaried Workers campaign (civil servants / salary advance segment)