Fido Credit · Marketing

Google Ads Migration Plan

Ghana + Uganda · Restructure to 5-Campaign Architecture

Updated May 6, 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)

Aggressive strategy — no offsets. All legacy campaigns hold at current budgets. New campaigns ramp at 25%/day. Run both simultaneously through D7 for maximum top-of-funnel traffic, then aggressively wind down legacy in W2 once new campaigns have accumulated signal.

Action	Campaign	Change
🔴 Pause	GH Pmax Ghana - EasySave Signals	$50 → $0 (spent $1/day, not delivering)
↑ Increase	UAC GH - Core L0 tCPA	$180 → $225 (+25%)
↑ Increase	UAC GH - Core L0 tROAS	$180 → $225 (+25%)
↑ Increase	UAC GH — Retargeting	$36 → $43 (+20%)
↑ Increase	UAC GH — Salaried Workers	$30 → $36 (+20%)
📋 Upload CM Lists	KYC drop-offs + verified-no-borrow → Retargeting campaign (Snowflake export)	–

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

D5 checkpoint: Core tCPA CAC. If ≥$13 → hold new campaign increases only; legacy keeps running regardless. tROAS hits $700 target on D7. Salaried hits $81 on D7. No legacy reductions in W1 — both old and new run simultaneously to protect top-of-funnel volume.

Campaign	D2 May 6 ★	D3 May 7	D4 May 8	D5 May 9	D6 May 10	D7 May 11
Core L0 tCPA	$225	$281	$352	$440	$550	$690
Core L0 tROAS	$225	$281	$352	$440	$550	$700 ✅
Retargeting	$43	$52	$62	$74	$81 ✅	$81
Salaried Workers	$36	$43	$52	$62	$74	$81 ✅
L0 DR Top 5 Signals	$290	$290	$290	$290	$290	$290
In app L0 NEW	$160	$160	$160	$160	$160	PAUSE
Momo Agent Float L0	$70	$70	$70	$70	$70	PAUSE
Restock Season L0	$65	$65	$65	$65	$65	PAUSE
Dynamic ROAS L0	$430	$430	$430	$430	$430	$430
ROAS FS&L0 Tiers	$350	$350	$350	$350	$350	$350
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	$2,124	$2,252	$2,413	$2,611	$2,850	$2,852

Account total grows every day D2→D7. Legacy campaigns hold at current levels — zero cuts. D7: pause In app L0 NEW ($160), Momo ($70), Restock ($65) — not worth carrying into W2 now that new campaigns have a week of data. Total stays ~$2,850 as tCPA/tROAS continue ramping.

Week 2 — Aggressive Wind-Down (D8–D12 · May 12–16)

New campaigns have 7 days of data entering W2 — accelerate legacy pauses. One pause per day, each offset by tCPA ramp. D12: tCPA hits $1,960 ✅ — migration complete. D9–D10 spend dips slightly (~$2,500) as large legacy campaigns exit; tCPA volume picks up from D11. tROAS already at target — hold at $700 throughout.

Campaign	D8 May 12	D9 May 13	D10 May 14	D11 May 15	D12 May 16 ✅
Core L0 tCPA	$863	$1,079	$1,349	$1,686	$1,960 ✅
Core L0 tROAS	hold $700	hold $700	hold $700	hold $700	hold $700
L0 DR Top 5 Signals	PAUSE	—	—	—	—
Dynamic ROAS L0	$430	PAUSE	—	—	—
ROAS FS&L0 Tiers	$350	$350	PAUSE	—	—
Biz FS250	$100	$100	$100	PAUSE	—
FidoBiz Docs	$80	$80	$80	$80	$80
EasySave Ladies	$50	$50	$50	$50	$50
Retargeting	$81	$81	$81	$81	$56 ✅
Salaried Workers	$81	$81	$81	$81	$84 ✅
Search Brand	—	—	—	—	$10 ✅
Daily Total	$2,735	$2,521	$2,441	$2,678	$2,940 ✅

Spend Trajectory — GH Daily Budget (May 6–16)

$2,124

$2,252

$2,413

$2,611

$2,850

$2,852

$2,735

$2,521

$2,441

$2,678

$2,940 ✅

D2
6

D3
7

D4
8

D5
9

D6
10

D7
11

D8
12

D9
13

D10
14

D11
15

D12
16

■ W1: old + new running simultaneously — top-of-funnel protected ■ W2 dip: legacy exits, tCPA absorbs ■ D12: $2,940 comms plan target hit ✅

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 · Live data · May 6, 2026 · 9 active campaigns · $1,060/day

Live Daily Budget

$1,060

9 campaigns · after May 4–5 changes done

Weekday Target

$1,150

from comms plan · $31,200/month Google

Waste Paused (May 4)

$70/day

Retargeting LN0 · $23.70 CAC

End-State Target

$1,151/day

5-campaign structure · comms plan aligned

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 $288 (25%)
UAC UG — Core L0 tROAS	60	$15.63	$144 ↑	↑ Scale to $575 (50% — primary)
UAC UG Retargeting LN0	24	$23.70	Paused	✓ Paused May 4

May Monthly Budget Plan — from Comms Exec Plan

Google Monthly Budget

$31,200

May 2026 · 60% of total UG spend

Avg Daily (all days)

$1,006

$31,200 ÷ 31 days

Weekday Target

$1,150

60% of $1,917/day weekday envelope

Current Daily Spend

$1,060

only $90 below weekday target — structural gap, not budget

Campaign	Comms Plan Monthly	Daily avg	Weekday target (50/25/12/8/5 of $1,150)	Now	Status
C1 — Core L0 tROAS	$15,600	$503	$575	$144	Ramping — 7 days
C2 — Core L0 tCPA	$7,800	$252	$288	$144	Ramping — 4 days
C3 — KYC Retargeting	$3,744	$121	$138	$70	Ramping — 4 days
C4 — L0 Retargeting	$2,496	$81	$92	build	Build in W2
C5 — Brand PMAX	$1,560	$50	$58	$50	~At target
5-Campaign Total	$31,200	$1,006	$1,151	$408

May 1–5 at ~$1,006/day = ~$5,030 spent. Remaining: $31,200 − $5,030 = $26,170 for May 6–31 ($1,007/day avg needed — achievable). Weekday $1,150 target requires reaching comms plan allocations above. C1 tROAS is now the primary campaign (50%) per comms plan — larger than tCPA (25%). Note this reverses the previously assumed split.

Target Structure — 5 Campaigns (Comms Plan Aligned)

#	Campaign	Strategy	Now	Weekday Target
1	UAC UG — Core L0 tROAS	tROAS	$144	$575
2	UAC UG — Core L0 tCPA	tCPA	$144	$288
3	UAC UG Retargeting KYC	tCPA	$70	$138
4	UAC UG L0 Retargeting	tCPA	build	$92
5	Search UG — Brand + Intent	CPC	$50	$58

Today's Actions (May 6) — Aggressive

Aggressive strategy — no offsets. Legacy campaigns hold at current levels. New campaigns ramp at 25%/day (tROAS/tCPA) and 20%/day (KYC Retargeting). Both old and new run simultaneously through May 11, then legacy winds down in W2.

Action	Campaign	Change
🔴 Pause	UAC Uganda - In-app L0 NEW	$50 → $0 (not in target structure)
↑ Increase	UAC UG — Core L0 tROAS	$144 → $180 (+25%)
↑ Increase	UAC UG — Core L0 tCPA	$144 → $180 (+25%)
↑ Increase	UAC UG Retargeting KYC	$70 → $84 (+20%)
📋 Build C4 audience	Export approved-but-not-disbursed users from Snowflake → Customer Match list for new L0 Retargeting campaign (C4, launch W2)	–

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

No legacy cuts. tCPA hits $288 ✅ on May 9. KYC Retargeting hits $138 ✅ on May 9. tROAS continues ramping toward $575 — hits target on May 12 as W2 begins. Master Signals, In-app no CG, and Biz FS250 all hold steady — total grows every day.

Campaign	May 6 Today ★	May 7	May 8	May 9	May 10	May 11
Core L0 tROAS	$180	$225	$281	$352	$440	$550
Core L0 tCPA	$180	$225	$281	$288 ✅	$288	$288
KYC Retargeting	$84	$101	$121	$138 ✅	$138	$138
Master Signals	$252	$252	$252	$252	$252	$252
In-app L0 no CG	$150	$150	$150	$150	$150	$150
Biz FS250	$150	$150	$150	$150	$150	$150
DR Top Signals	$50	$50	$50	$50	$50	$50
Brand + Intent	$50	$50	$50	$50	$50	$50
~~In-app L0 NEW~~	PAUSE	—	—	—	—	—
Daily Total	$1,096	$1,203	$1,335	$1,430	$1,518	$1,628

Total grows every day May 6→11. By May 11 we're at $1,628 — 42% above the weekday target while new campaigns accumulate signal. One large pause (In-app L0 NEW) on day 1; everything else holds through May 11.

Week 2 — Aggressive Wind-Down (May 12–16)

tROAS hits $575 ✅ on May 12. One legacy pause per day. Total dips May 12–14 as large campaigns exit, then recovers as C4 L0 Retargeting starts building and Brand bumps to $58. Structurally complete May 15.

Campaign	May 12 tROAS target	May 13	May 14	May 15	May 16+
Core L0 tROAS	$575 ✅	hold $575	hold $575	hold $575	hold $575
Core L0 tCPA	hold $288	hold $288	hold $288	hold $288	hold $288
KYC Retargeting	hold $138	hold $138	hold $138	hold $138	hold $138
L0 Retargeting (C4)	—	—	—	$25 start	↑ ramp to $92
Brand + Intent	$50	$50	$50	$58 ✅	$58
DR Top Signals	PAUSE	—	—	—	—
Master Signals	$252	PAUSE	—	—	—
In-app L0 no CG	$150	$150	PAUSE	—	—
Biz FS250	$150	$150	$150	PAUSE	—
Daily Total	$1,603	$1,351	$1,201	$1,084	→$1,151 ✅

Spend Trajectory — UG Daily Budget (May 6–16)

$1,096

$1,203

$1,335

$1,430

$1,518

$1,628

$1,603

$1,351

$1,201

$1,084

$1,151 ✅

16+

■ W1: old + new running simultaneously — top-of-funnel protected ■ W2 dip: legacy exits, new campaigns absorb ■ May 16+: $1,151 comms plan target as C4 builds to $92

End-State Daily Budget — Aligned to Comms Plan

Campaign	Weekday	Comms Plan %
UAC UG — Core L0 tROAS	$575	50%
UAC UG — Core L0 tCPA	$288	25%
UAC UG Retargeting KYC	$138	12%
UAC UG L0 Retargeting (build)	$92	8%
Search UG — Brand + Intent	$58	5%
Total	$1,151/day	≈ $1,150 weekday target ✅

5-campaign structure hits $1,151/day weekday (comms plan 50/25/12/8/5 split). C4 L0 Retargeting is a new Customer Match audience: approved-but-not-disbursed (high-intent, different from the old LN0 retargeting that was paused for $23.70 CAC). Build starts May 15, reaches $92 by ~May 22. Monthly: $1,006/day avg × 31 = $31,186 ≈ $31,200 plan. ✅

Key Diagnosis

1. Already 50% migrated — but new campaigns are starved. Core L0 tCPA and tROAS already exist but run at only $144/day each. High CAC ($12–15) reflects learning phase, not real efficiency. They need budget to exit learning mode.

2. Four old campaigns self-bidding at $602/day. Master Signals + In-app L0 no CG + Biz FS250 + DR Top Signals all target overlapping audiences — stealing signal and inflating each other's CAC. Same problem as GH pre-restructure.

3. tROAS (50%) is the primary campaign per comms plan. Previously assumed tCPA was dominant ($700 target). Comms plan flips this: tROAS gets $575 weekday vs tCPA $288. Important structural change.

4. C4 L0 Retargeting is a new audience, not a revival. The old LN0 retargeting ($23.70 CAC) targeted existing borrowers. C4 targets approved-but-not-disbursed — highest conversion intent in the funnel. Completely different signal pool.

5. UG migration completes 1 day faster than GH. GH completes May 16 (D12). UG completes May 15 (D10 from today). Structure already exists — no build required.