Fido Credit · Marketing

Google Ads Migration Plan

Ghana + Uganda · Restructure to 5-Campaign Architecture

Updated May 5, 2026 · Confidential

🇬🇭 Ghana (GH) 🇺🇬 Uganda (UG)

🇬🇭

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
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 to floor

net $0

↑ Core L0 tCPA $775 → $930 ↓ In app L0 Signals $330 → $175 (floor) 🎨 Build Brand Search campaign ($10/day) Upload verified-no-borrow list (Snowflake → Customer Match)

May 15

+$186 tCPA · Pause In app L0 · net +$11

net +$11

↑ Core L0 tCPA $930 → $1,116 🔴 Pause In app L0 Signals $175 → $0

May 16

+$223 tCPA · Fold Installs campaigns

net $0

↑ Core L0 tCPA $1,116 → $1,339 🔴 Pause Installs - Ghana $140 → $0 ↓ Installs Traffic #2 $100 → $17

May 17

+$268 tCPA · Fold Biz FS250 + remaining Installs + KYB

net $0

↑ Core L0 tCPA $1,339 → $1,607 🔴 Pause Installs Traffic #2 $17 → $0 🔴 Pause Installs Traffic - Kumasi $75 → $0 🔴 Pause Biz FS250 GH $100 → $0 ↓ FidoBiz KYB Docs $100 → $24

May 18

tCPA ✓ TARGET · Fold remaining FidoBiz brand campaigns

net ~$0

↑ Core L0 tCPA $1,607 → $1,890 ✓ TARGET 🔴 Pause FidoBiz KYB Docs $24 → $0 🔴 Pause FidoBiz KYB Survey stage $50 → $0 🔴 Pause FidoBiz - Installs $75 → $0 🔴 Pause FidoBiz L0 Signals $50 → $0 🔴 Pause FidoBiz LP POC $30 → $0 🔴 Pause FidoBiz LP POC2 $25 → $0 🔴 Pause FidoBiz LP Leads $30 → $0 FidoBiz Docs Signals $80/day kept — best L0 CAC ($3.74)

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

Day 1 — Remaining Actions Today (May 5)

Action	Campaign
🔴 Pause	UAC Ghana – In app L0 Signals ($40/day)
🔴 Pause	UAC Ghana – In app L0 Signals NEW2 ($60/day)
🔴 Pause	UAC Ghana – EasySave Savings Signals
🎨 Swap creatives → L0	UAC Ghana – FidoBiz Docs Signals
🎨 Swap creatives → L0	UAC GH Biz – FS250 & Repay Signals
📋 Upload CM Lists	KYC drop-offs + verified-no-borrow → Retargeting campaign (Snowflake export)

Week 1 — Daily Budget Schedule (Days 2–7 · May 6–11)

Day 5 checkpoint: Check Core tCPA CAC. If ≥$13 → hold D6/D7 increases and pause Top 5 Signals reduction until it stabilizes.

Campaign	D2 May 6	D3 May 7	D4 May 8	D5 May 9	D6 May 10	D7 May 11
Core L0 tCPA	$180	$215	$260	$310	$375	$450
Core L0 tROAS	$180	$215	$260	$310	$375	$450
L0 DR Top 5 Signals	$290	$230	$175	$120	$60	PAUSE
Dynamic ROAS L0	$430	$345	$345	$260	$260	$175
Salaried Workers	$36	$43	$52	$62	$74	$81 ✅
Retargeting (after CM upload)	$36	$43	$52	$62	$74	$81 ✅
ROAS FS&L0 Tiers	$350	$350	$350	$350	$350	$350
In app L0 NEW	$160	$160	$160	$160	$160	$160
Momo Agent Float	$70	$70	$70	$70	$70	$70
Restock Season	$65	$65	$65	$65	$65	$65

Week 2 — Daily Budget Schedule (Days 8–14 · May 12–18)

Day 10 checkpoint: Core tCPA should have 300+ LN0s total — confirm out of learning mode before continuing ramp to $1,600.

Campaign	D8 May 12	D9 May 13	D10 May 14	D11 May 15	D12 May 16	D14 May 18
Core L0 tCPA	$540	$650	$780	$935	$1,120	$1,600 ✅
Core L0 tROAS	$540	$580 ✅ hold	hold $580	hold $580	hold $580	hold $580
Dynamic ROAS L0	$120	$60	PAUSE	—	—	—
ROAS FS&L0 Tiers	$280	$280	$210	$210	$140	PAUSE
In app L0 NEW	$120	$120	PAUSE	—	—	—
Momo Agent Float	PAUSE	—	—	—	—	—
Restock Season	PAUSE	—	—	—	—	—

Week 3 — Final (Days 15–21 · May 19–25)

Campaign	D15 (May 19)	D21 (May 25)
Core L0 tCPA	hold $1,600	$1,600 ✅
Core L0 tROAS	hold $580	$580 ✅
Salaried Workers	hold $81	$81 ✅
Retargeting	hold $81	$81 ✅
Brand Search	Create at $10	$10 ✅
FidoBiz Docs Signals	evaluate post-creative swap	$80 or pause
Biz FS250	evaluate post-creative swap	$100 or pause
EasySave Ladies PMAX	hold $50	$50 ✅

End-State Daily Budget

Campaign	Daily
Core L0 tCPA	$1,600
Core L0 tROAS	$580
Salaried Workers	$81
Retargeting	$81
Brand Search	$10
FidoBiz Docs Signals	$80
Biz FS250	$100
EasySave Ladies	$50
Total	$2,582/day

Net change from today: +$267/day vs current $2,315 (~$8K/month increase). Entirely from new campaigns ramping faster than old ones pause. Confirm this is within your budget envelope before proceeding.

🇺🇬

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
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 · −$2 Installs Disbursement

net $0

↑ Core L0 tCPA $518 → $622 🔴 Pause Biz FS250 $102 → $0 ↓ Installs Disbursement $50 → $48

May 14

+$78 tCPA · Pause DR Top Signals · −$28 Installs Disbursement

net $0

↑ Core L0 tCPA $622 → $700 ✓ TARGET 🔴 Pause DR Top Signals $50 → $0 ↓ Installs Disbursement $48 → $20

May 15

Cleanup · Pause Installs Disbursement

net −$20

🔴 Pause Installs Disbursement $20 → $0 Migration complete — tCPA $700, tROAS $270, KYC Retarg $70, Brand $50 = $1,090 total

May 16+ · 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)

Key Diagnosis

1. Already 50% migrated — but new campaigns are starved. Core L0 tCPA and tROAS already exist (matching v3 target structure) but run at only $100/day each. High CAC ($12–15) reflects learning phase, not real efficiency. They're producing 75–60 LN0s on a shoestring.

2. Five old campaigns self-bidding at $686/day. Master Signals + In-app L0 no CG + Biz FS250 + In-app L0 NEW + DR Top Signals all target overlapping audiences — stealing from each other and splitting signal pools. Same problem as GH pre-restructure.

3. One clear waste: Retargeting LN0 at $23.70 CAC. $70/day for 24 LN0s. Pause immediately. Retargeting KYC at $8.90 CAC is fine — keep.

4. DR Top Signals at $6.06 CAC is the hidden gem. Only $36/day budget. Temporarily scale while tCPA learns — best signal pool in the account.

5. Biz FS250 = real L0 loans at great CAC. $9.35 CAC, 2,516 LN0s. Keep running; swap to L0 creatives. Don't pause.

Target State (~$1,076/day)

Campaign	Target	Ratio
UAC UG — Core L0 tCPA	$700/day	65%
UAC UG — Core L0 tROAS	$250/day	23%
UAC UG Retargeting KYC	$70/day	6.5%
Search UG — Brand + Intent	$50/day	5%
UAC UG Retargeting LN0	$0	Pause
All old L0 campaigns	$0	Migrate out

Full Day-by-Day Budget Schedule (May 4 → May 17)

Campaign	May 4 Done	May 5 Today	May 6	May 7	May 8	May 9	May 10	May 11	May 12	May 13	May 14	May 15–17
Core L0 tCPA	$120	$144	$173	$207	$248	$298	$358	$430	$516	$619	$700 ✅	hold $700
Core L0 tROAS	$120	$144	$173	$207	$248	$270 ✅	hold	hold	hold	hold	hold	hold $270
Master Signals	$300	$300	$300	$300	$300	$300	$200	$200	$130	$130	PAUSE	—
In-app L0 no CG	$150	$150	$150	$150	$150	$150	$150	$100	$100	$60	$60	PAUSE
Biz FS250	$150	$150	$150	$150	$150	$150	$150	$150	$150	$100	$100	PAUSE
In-app L0 NEW	$50	$50	PAUSE	—	—	—	—	—	—	—	—	—
DR Top Signals	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	PAUSE
Retargeting KYC	$70	$70	$70	$70	$70	$70	$70	$70	$70	$70	$70	$70
Brand + Intent	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	$50
~~LN0 Retargeting~~	PAUSE	—	—	—	—	—	—	—	—	—	—	—

Immediate Actions — Today

#	Action	Detail
1	🔴 Pause	Retargeting LN0 — $23.70 CAC, no justification. Done in 10 seconds.
2	↑ Scale	Core L0 tCPA $100→$120 · Core L0 tROAS $100→$120 (20% increase, safe)
3	↑ Scale	DR Top Signals $36→$50 — best CAC in account, currently budget-constrained
4	🎨 Swap	Biz FS250 creatives → personal loan / L0 messaging (same action as GH)

UG vs GH key difference: UG is ~2 weeks ahead of where GH was. The target campaign structure already exists — no shells to build. Just scale what's there and wind down the old ones. The migration is already in progress.