Fido Credit · Marketing
Google Ads Migration Plan
Ghana + Uganda · Restructure to 5-Campaign Architecture
Updated May 5, 2026 · Confidential
🇬🇭
Ghana — Campaign Restructure
Account 1780061738 · Feb 1 – May 4, 2026 · Total envelope ~$2,700/day
Daily Budget Envelope
~$2,700
stays neutral throughout migration
Best CAC — FidoBiz Docs
$3.74
578 LN0s · scale up
Waste Paused (May 4)
~$2,500/mo
In app L0 #2 + ROAS FS#2
Target CPI Reduction
15–25%
post-consolidation
Current Performance — Real LN0 CAC (All Conversions, 90d)
| Campaign | LN0s | 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 Biz — FS250 & Repay | 367 | $8.18 | — | Swap creatives → L0 |
| UAC GH — Installs Traffic | 90 | $9.79 | — | Evaluate Wk 3 |
| UAC GH — L0 DR Top 5 Signals | — | — | $350 | ↓ Wind down now |
| UAC GH — Dynamic ROAS L0 | 36 | $10.74 | $430 | ↓ Wind down Wk 2 |
| UAC GH — EasySave Ladies PMAX | — | $6.23 | — | Keep |
| UAC GH — EasySave Savings Signals | — | $29.00 | — | ✓ Paused May 4 |
| UAC GH — In app L0 #2 / ROAS FS#2 | 112–119 | $16–17 | — | ✓ Paused May 4 |
Target Structure — 5 Campaigns
| # | Campaign | Strategy | Today | Target | Progress |
|---|
| 1 | UAC GH — Core L0 tCPA | tCPA | $180 | $1,890 | |
| 2 | UAC GH — Core L0 tROAS | tROAS | $180 | $675 | |
| 3 | UAC GH — Salaried Workers | tCPA | existing | $81 | |
| 4 | UAC GH — Retargeting (UACe) | tCPA | build | $81 | |
| 5 | Search GH — Brand | CPC | build | $10 | |
Day-by-Day Migration — Budget Neutral (each ↑ offset by ↓)
✓ Done — May 4
Paused waste · Started scaling
tCPA $120 → $150
tROAS $120 → $150
Dynamic ROAS L0 $500 → $430
Paused EasySave Savings Signals
Paused In app L0 #2 / ROAS FS#2
★ TODAY — May 5
+$60 new · −$60 legacy
net $0
↑ Core L0 tCPA $150 → $180
↑ Core L0 tROAS $150 → $180
↓ L0 DR Top 5 Signals $350 → $290
May 6
+$72 new · −$72 legacy · Creative swaps
net $0
↑ Core L0 tCPA $180 → $216
↑ Core L0 tROAS $180 → $216
↓ L0 DR Top 5 Signals $290 → $218
🎨 Swap Biz FS250 creatives → L0 messaging
🎨 Swap FidoBiz Docs creatives → L0 messaging
May 7
+$86 new · −$86 legacy · EasySave merge
net $0
↑ Core L0 tCPA $216 → $259
↑ Core L0 tROAS $216 → $259
↓ L0 DR Top 5 Signals $218 → $132
Merge duplicate EasySave campaigns → single UAC GH EasySave
May 8
+$104 new · −$104 legacy
net $0
↑ Core L0 tCPA $259 → $311
↑ Core L0 tROAS $259 → $311
↓ L0 DR Top 5 Signals $132 → $28
May 9
+$124 new · −$124 legacy · Top 5 Signals gone
net $0
↑ Core L0 tCPA $311 → $373
↑ Core L0 tROAS $311 → $373
🔴 Pause L0 DR Top 5 Signals $28 → $0
↓ Dynamic ROAS L0 $430 → $334
Upload KYC drop-off list (Snowflake → Customer Match)
May 10
+$150 new · −$150 legacy
net $0
↑ Core L0 tCPA $373 → $448
↑ Core L0 tROAS $373 → $448
↓ Dynamic ROAS L0 $334 → $184
May 11
+$180 new · −$180 legacy
net $0
↑ Core L0 tCPA $448 → $538
↑ Core L0 tROAS $448 → $538
↓ Dynamic ROAS L0 $184 → $4
May 12
+$216 new · Dynamic ROAS gone · In app L0 starts
net $0
↑ Core L0 tCPA $538 → $646
↑ Core L0 tROAS $538 → $646
🔴 Pause Dynamic ROAS L0 $4 → $0
↓ In app L0 Signals $700 → $488
May 13
+$158 new · −$158 · tROAS hits target
net $0
↑ Core L0 tCPA $646 → $775
↑ Core L0 tROAS $646 → $675 ✓ TARGET
↓ In app L0 Signals $488 → $330
May 14
+$155 new · −$155 · In app L0 at floor
net $0
↑ Core L0 tCPA $775 → $930
↓ In app L0 Signals $330 → $200 (safety net floor)
🎨 Build Brand Search campaign ($10/day)
Upload verified-no-borrow list (Snowflake → Customer Match)
May 15
+$186 tCPA · Pause In app L0 safety net
net −$14
↑ Core L0 tCPA $930 → $1,116
🔴 Pause In app L0 Signals $200 → $0
↓ FidoBiz Docs + Biz FS250 fold budget into tCPA
May 16
tCPA scaling to target
↑ Core L0 tCPA $1,116 → $1,339
↓ Remaining legacy campaigns → $0
↑ Core L0 tCPA $1,339 → $1,607
May 18
tCPA reaches target
↑ Core L0 tCPA $1,607 → $1,890 ✓ TARGET
May 19+ · Monitor
2–3 week learning period
Target: 15–25% CPI reduction from eliminating self-bidding
Check value_per_conversion spread in tROAS (needs variance across Fido Score tiers)
Evaluate FidoBiz Docs + Biz FS250 CAC post-creative-swap
🇺🇬
Uganda — Campaign Restructure
Account 1780061738 · Feb 1 – May 4, 2026 · Total envelope $1,006/day
Active Daily Budget
$1,006
after Retargeting LN0 paused
Best CAC — DR Top Signals
$6.06
533 LN0s · scaled to $50/day
Waste Paused (May 4)
$70/day
Retargeting LN0 · $23.70 CAC
Structure Status
50% done
tCPA + tROAS shells live
UG is ahead of GH: Core L0 tCPA, Core L0 tROAS, Retargeting KYC, and Brand + Intent already exist. Budget redistribution, not campaign creation.
Current Performance — Real LN0 CAC (All Conversions, 90d)
| Campaign | LN0s | CAC | Budget/day | Action |
|---|
| UAC Uganda - L0 no CG DR Top Signals | 533 | $6.06 | $50 | Scaled ↑ · fold May 14 |
| UAC Uganda - In-app L0 NEW | 297 | $7.43 | $50 | ↓ Pause May 6 |
| UAC Uganda - L0 Master Signals - Aggressive | 1,869 | $8.17 | $300 | ↓ Wind down now |
| UAC UG Retargeting KYC | 123 | $8.90 | $70 | Keep |
| UAC UG Biz - FS250 & Repay Signals | 2,516 | $9.35 | $150 | Swap creatives → L0 |
| UAC Uganda - In-app L0 no CG | 2,588 | $9.40 | $150 | ↓ Wind down Wk 2 |
| Search UG — Brand + Intent | 19 | $10.37 | $50 | Keep |
| UAC UG — Core L0 tCPA | 75 | $12.61 | $144 ↑ | ↑ Scale to $700 |
| UAC UG — Core L0 tROAS | 60 | $15.63 | $144 ↑ | ↑ Scale to $270 |
| UAC UG Retargeting LN0 | 24 | $23.70 | Paused | ✓ Paused May 4 |
Target Structure — End State (~$1,006/day)
| # | Campaign | Strategy | Today | Target | Progress |
|---|
| 1 | UAC UG — Core L0 tCPA | tCPA | $144 | $700 | |
| 2 | UAC UG — Core L0 tROAS | tROAS | $144 | $270 | |
| 3 | UAC UG Retargeting KYC | tCPA | $70 | $70 | |
| 4 | Search UG — Brand + Intent | CPC | $50 | $50 | |
| — | UAC UG Retargeting LN0 | — | Paused | $0 | |
Day-by-Day Migration — Budget Neutral (each ↑ offset by ↓)
✓ Done — May 4
Paused LN0 retargeting · Started scaling
Paused Retargeting LN0 $70→$0 ($23.70 CAC)
Core L0 tCPA $100 → $120
Core L0 tROAS $100 → $120
DR Top Signals $36 → $50
Biz FS250 creative swap briefed
★ TODAY — May 5
+$48 new · −$48 legacy
net $0
↑ Core L0 tCPA $120 → $144
↑ Core L0 tROAS $120 → $144
↓ Master Signals $300 → $252
May 6
+$58 new · Pause In-app L0 NEW · −$8 more
net $0
↑ Core L0 tCPA $144 → $173
↑ Core L0 tROAS $144 → $173
🔴 Pause In-app L0 NEW $50 → $0
↓ Master Signals $252 → $244
May 7
+$70 new · −$70 legacy
net $0
↑ Core L0 tCPA $173 → $208
↑ Core L0 tROAS $173 → $208
↓ Master Signals $244 → $174
May 8
+$84 new · −$84 legacy
net $0
↑ Core L0 tCPA $208 → $250
↑ Core L0 tROAS $208 → $250
↓ Master Signals $174 → $90
May 9
+$70 new · tROAS hits target · −$70 legacy
net $0
↑ Core L0 tCPA $250 → $300
↑ Core L0 tROAS $250 → $270 ✓ TARGET — hold
↓ Master Signals $90 → $20
May 10
+$60 tCPA · Pause Master Signals · shift to In-app L0 no CG
net $0
↑ Core L0 tCPA $300 → $360
🔴 Pause Master Signals $20 → $0
↓ In-app L0 no CG $150 → $110
May 11
+$72 tCPA · −$72 In-app L0 no CG
net $0
↑ Core L0 tCPA $360 → $432
↓ In-app L0 no CG $110 → $38
May 12
+$86 tCPA · Pause In-app L0 no CG · shift to Biz FS250
net $0
↑ Core L0 tCPA $432 → $518
🔴 Pause In-app L0 no CG $38 → $0
↓ Biz FS250 $150 → $102
May 13
+$104 tCPA · Pause Biz FS250
net $0
↑ Core L0 tCPA $518 → $622
🔴 Pause Biz FS250 $102 → $0
Monitor Biz FS250 CAC after creative swap — reactivate if still <$12
May 14
tCPA hits target · Pause DR Top Signals
✓ DONE
↑ Core L0 tCPA $622 → $700 ✓ TARGET
🔴 Pause DR Top Signals $50 → $0 (signals absorbed by tCPA)
May 15+ · Monitor
2–3 week learning period
Target: 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)