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 · Live data pulled May 6, 2026 · 14 active campaigns · $2,071/day

Live Daily Budget

$2,071

14 campaigns · confirmed from API

Best CAC — FidoBiz Docs

$3.74

best LN0 CAC in account · keep

End-State Target

~$2,712

5-campaign structure · ~$2,800 with Brand

Target CPI Reduction

15–25%

post-consolidation

Account corrected vs prior plan: No installs campaigns — confirmed never existed. "In app L0 Signals" ($700/day) already paused before migration started. All other FidoBiz brand campaigns (KYB, LP POC, etc.) already paused. EasySave Signals PMAX spent only $1/day vs $50 budget — not delivering, pause today.

Live Account Map — GH Campaigns (Enabled, May 6)

Campaign	Budget/day	30d Spend	Action
UAC Ghana - Dynamic ROAS L0	$430	$16,931	Wind down → Pause D9
UAC Ghana - ROAS FS&L0 Tiers	$350	$10,632	Wind down → Pause D10
UAC Ghana - L0 DR Top 5 Signals	$290	$18,040	Wind down → Pause D5
UAC GH - Core L0 tCPA	$180	$1,218	↑ Ramp to $1,820
UAC GH - Core L0 tROAS	$180	$1,205	↑ Ramp to $580 (D7)
UAC Ghana - In app L0 NEW	$160	$8,798	Pause D3
UAC GH Biz - FS250 & Repay Signals	$100	$2,984	FidoBiz discontinued → Pause D12
UAC Ghana - FidoBiz Docs Signals	$80	$2,096	Keep — best LN0 CAC ($3.74)
UAC Ghana - Momo Agent Float L0	$70	$2,095	Not in target structure → Pause D3
UAC Ghana - Restock Season L0	$65	$1,954	Seasonal, not in structure → Pause D3
GH Pmax Ghana - EasySave Signals	$50	$41 (30d!)	Zero delivery → Pause TODAY
GH PMAX - EasySave Ladies	$50	$977	Keep
UAC GH — Retargeting	$36	$298	↑ Ramp to $81 (D6)
UAC GH — Salaried Workers	$30	$321	↑ Ramp to $81 (D7)
Total	$2,071	$67,569

May Monthly Budget Plan — from Comms Exec Plan

Google Monthly Budget

$74,500

May 2026 · 56.4% of total GH spend

Avg Daily (all days)

$2,403

$74,500 ÷ 31 days

Weekday Target

~$2,800

56.4% of $4,875/day weekday envelope

Current Daily Spend

$2,071

gap of $729 vs weekday target

Campaign	Comms Plan Monthly	Comms Plan Daily avg	Weekday target (70/25 split of $2,800)	Now	Status
C1 — Core L0 tCPA	$52,000	$1,677	$1,960	$180	Ramping — 14 days
C2 — Core L0 tROAS	$18,500	$597	$700	$180	Ramping — 14 days
C3 — Salaried Workers	$2,100	$68	$84	$30	Ramping — 7 days
C4 — Retargeting	$1,600	$52	$56	$36	Ramping — 7 days
C5 — Brand Search	$300	$10	$10	—	Build in W2
5-Campaign Total	$74,500	$2,403	$2,810	$426

We started May at $2,071/day total (14 campaigns). The comms plan requires $74,500 Google spend in May. With $2,071/day for May 1–5 (~$10,355 spent), we need $2,467/day avg for May 6–31 to hit the monthly target — achievable by D11 (May 15). Weekday $2,800 target requires reaching the comms plan allocations above.

Target Structure — 5 New + 2 Keep

#	Campaign	Strategy	Now	Comms Plan Target
1	UAC GH - Core L0 tCPA	tCPA	$180	$1,960
2	UAC GH - Core L0 tROAS	tROAS	$180	$700
3	UAC GH — Salaried Workers	tCPA	$30	$84
4	UAC GH — Retargeting	tCPA	$36	$56
5	Search GH — Brand	CPC	build	$10
—	UAC Ghana - FidoBiz Docs Signals	keep	$80	$80
—	GH PMAX - EasySave Ladies	keep	$50	$50

D2 — Today's Actions (May 6)

Action	Campaign	Change
🔴 Pause	GH Pmax Ghana - EasySave Signals	$50 → $0 (spent $1/day, not delivering)
↑ Increase	UAC GH - Core L0 tCPA	$180 → $216
↑ Increase	UAC GH - Core L0 tROAS	$180 → $216
↑ Increase	UAC GH — Retargeting	$36 → $43
↑ Increase	UAC GH — Salaried Workers	$30 → $36
↓ Reduce	UAC Ghana - L0 DR Top 5 Signals	$290 → $255 (offset)
📋 Upload CM Lists	KYC drop-offs + verified-no-borrow → Retargeting campaign (Snowflake export)	–

Week 1 — Daily Budget Schedule (D2–D7 · May 6–11)

D5 checkpoint: Core tCPA CAC. If ≥$13 → hold D6/D7 increases and pause DR Top 5 reduction until it stabilizes. tROAS and Salaried Workers both hit target on D7.

Campaign	D2 May 6 ★	D3 May 7	D4 May 8	D5 May 9	D6 May 10	D7 May 11
Core L0 tCPA	$216	$259	$311	$373	$448	$537
Core L0 tROAS	$216	$259	$311	$373	$448	$580 ✅
Retargeting	$43	$52	$62	$74	$81 ✅	$81
Salaried Workers	$36	$43	$52	$62	$74	$81 ✅
L0 DR Top 5 Signals	$255	$200	$130	PAUSE	—	—
In app L0 NEW	$160	PAUSE	—	—	—	—
Momo Agent Float L0	$70	PAUSE	—	—	—	—
Restock Season L0	$65	PAUSE	—	—	—	—
Dynamic ROAS L0	$430	$430	$360	$290	$220	$150
ROAS FS&L0 Tiers	$350	$350	$350	$280	$280	$210
Biz FS250	$100	$100	$100	$100	$100	$100
FidoBiz Docs Signals	$80	$80	$80	$80	$80	$80
EasySave Ladies	$50	$50	$50	$50	$50	$50
Daily Total	$2,071	$1,823	$1,806	$1,682	$1,781	$1,869

Account total drops D3–D5 as waste campaigns pause. This is intentional — eliminating $295/day in low-quality spend. Total recovers from D6 onwards as tCPA/tROAS scale up.

Week 2 + Final Push — Daily Budget Schedule (D8–D15 · May 12–19)

D10 checkpoint: Core tCPA needs 300+ cumulative LN0s — confirm out of learning mode before continuing ramp. D14: tROAS jumps to $700 (+20.7%). D15: tCPA final step to $1,960 — both hit comms plan targets.

Campaign	D8 May 12	D9 May 13	D10 May 14	D11 May 15	D12 May 16	D13 May 17	D14 May 18	D15 May 19
Core L0 tCPA	$645	$774	$928	$1,114	$1,337	$1,600	$1,820	$1,960 ✅
Core L0 tROAS	hold $580	hold $580	hold $580	hold $580	hold $580	hold $580	$700 ✅	hold $700
Dynamic ROAS L0	$80	PAUSE	—	—	—	—	—	—
ROAS FS&L0 Tiers	$140	$70	PAUSE	—	—	—	—	—
Biz FS250	$100	$100	$100	$100	PAUSE	—	—	—
FidoBiz Docs	$80	$80	$80	$80	$80	$80	$80	$80
EasySave Ladies	$50	$50	$50	$50	$50	$50	$50	$50
Retargeting	$81	$81	$81	$81	$81	$81	$81	$56 ✅
Salaried Workers	$81	$81	$81	$81	$81	$81	$81	$84 ✅
Daily Total	$1,837	$1,816	$1,900	$2,086	$2,209	$2,472	$2,812	$2,930 ✅

End-State Daily Budget — Aligned to Comms Plan

Campaign	Daily	Comms Plan %
UAC GH - Core L0 tCPA	$1,960	70%
UAC GH - Core L0 tROAS	$700	25%
UAC GH — Salaried Workers	$84	3%
UAC GH — Retargeting	$56	2%
Search GH — Brand	$10	<1%
UAC Ghana - FidoBiz Docs Signals	$80	keep
GH PMAX - EasySave Ladies	$50	keep
Total	$2,940/day	≈ $2,800 5-campaign + $140 keep

5-campaign structure hits $2,810/day (aligned to comms plan 70/25/3/2 split at $2,800 weekday). FidoBiz Docs + EasySave Ladies add $130 on top. Total $2,940 ≈ $2,800 weekday Google target. Monthly: $2,403/day avg × 31 days = $74,493 ≈ $74,500 plan. ✅

🇺🇬

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.