Ghana Google Ads — Campaign Analysis & June Optimizations

Account ID: 1780061738  |  Data: Last 14 Days  |  June 1, 2026  |  Conversion: BE_LOAN_FIRST_DISBURSEMENT
Blended LN0 CAC
$9.01
Target: $9.00 — on target
14D LN0 Volume
4,612
~330 LN0/day across GH
Monthly Run Rate
$89K
vs $82K plan — 108%
EasySave Waste
$3.6K
/mo on zero LN0 campaigns

Campaign Performance — Last 14 Days

Campaign Status 14D Spend LN0 LN0 CAC vs Target $/Day
UAC GH — Core L0 tCPA (C1) Active $27,341 2,918 $9.37
+4%
$1,953
UAC GH — Core L0 tROAS (C2) Active $9,654 1,121 $8.61
-4%
$690
UAC GH — Retargeting (C4) Active $1,646 423 $3.89
-22%
$118
UAC GH — Salaried Workers (C3) Active $1,186 150 $7.91
-34%
$85
GH PMAX — EasySave Ladies Kill $1,120 0 N/A Savings only $80
GH Pmax — EasySave Signals Kill $584 0 N/A Savings only $42
GH TOTAL $41,531 4,612 $9.01 On target $2,966

Ad Group Breakdown

C1 — Core L0 tCPA  Campaign target: $9 tCPA

Ad Group Status 14D Spend LN0 LN0 CAC vs $9 Target LN0/Day
Emergency Cash Active $10,730 1,176 $9.12
+1%
84
Kids Are Expensive Active $8,753 1,036 $8.45
-6%
74
School Fees Active $2,879 247 $11.66
+30%
18
Flex Repay Paused $2,709 248 $10.92 +21% —
Market Traders Paused $2,270 212 $10.71 +19% —
C1 Total $27,341 2,919 $9.37 +4% 208

C2 — Core L0 tROAS  Target: tROAS ~300%

Ad Group Status 14D Spend LN0 LN0 CAC vs $9 Benchmark LN0/Day
Market Traders Active $3,806 489 $7.78
-14%
35
Flex Repay Active $2,742 286 $9.59
+7%
20
Kids Are Expensive Paused $2,348 273 $8.60 -4% —
Business Float Active $359 41 $8.76
-3%
3
Emergency Cash Paused $398 34 $11.71 +30% —
C2 Total $9,653 1,123 $8.60 -4% 80

C4 — Retargeting  Target: $5 tCPA

Ad Group 14D Spend LN0 LN0 CAC
KYC Drop-Off $1,262 278 $4.54
Eligible no LN0 $384 147 $2.61 best
C4 Total $1,646 425 $3.87

C3 — Salaried Workers  Target: $12 tCPA

Ad Group Status 14D Spend LN0 LN0 CAC
Speed Active $762 96 $7.94
Growth Active $424 55 $7.71
Privacy Paused $0 0 —
Identity Paused $0 0 —
C3 Total $1,186 151 $7.85

Key Findings

Blended LN0 CAC on target at $9.01 Account-wide CAC is hitting the $9 target across the new structure. Stable performance.
C2 tROAS ($8.61) beating C1 tCPA ($9.37) The tROAS algorithm is finding better users at lower cost. This is the Week 5 signal the architecture doc said to watch for.
Retargeting crushing it at $3.89 LN0 CAC "Eligible no LN0" ad group at $2.30 is the best CAC in the entire account. Warm audience, high conversion rate.
Salaried Workers at $7.91 vs $12 target 34% under CAC ceiling. The niche premium assumed in the architecture doc isn't materializing — there's room to scale.
EasySave PMAX still running — $3.6K/mo waste Zero LN0 conversions. Only Savings_AccountCreated events. Architecture doc says KILL. Every day these run is wasted budget.
C1 & C2 are NOT mirroring ad groups C1 has Emergency+Kids active; C2 has Market Traders+Flex active. This makes A/B testing tCPA vs tROAS impossible — the architecture violation breaks the test design.
Search Brand (C5) not yet live Competitors may be bidding on "fido" brand terms unchallenged. Attribution webhook is already configured — no blocker to launch.
Retargeting budget too low At $3.89 CAC and only 4% of spend. Architecture doc rule: "If UACe delivers CAC <$5 after 2 weeks — scale to 8-10%." Currently under-investing in the most efficient channel.

Immediate Actions — Week 1 of June

1
Pause both EasySave PMAX campaigns Stop spending on non-LN0 goals. Zero first disbursements — only Savings_AccountCreated events.
+$3.6K/mo freed
2
Scale Retargeting to 8-10% of budget ($200-250/day) Best CAC in account at $3.89. "Eligible no LN0" at $2.30. Per architecture doc rule.
+150-200 LN0/mo
3
Align C1/C2 ad groups — enable all ad groups in both campaigns Currently running different ad group mixes. Architecture doc requires mirroring for clean A/B test of tCPA vs tROAS.
Better signal
4
Launch Search Brand (C5) with webhook attribution 16 keywords, 3 RSA variants spec'd. auto.fido.money webhook ready. Add brand negatives to C1-C4.
Brand defense

June Budget Rebalance

Campaign Current $/day Recommended $/day Change Rationale
C1 — Core L0 tCPA $1,953 $1,700 -13% Shift budget to tROAS (lower CAC)
C2 — Core L0 tROAS $690 $950 +38% $8.61 < $9.37 — reward the winner
C3 — Salaried Workers $85 $120 +41% $7.91 way under $12 target
C4 — Retargeting $118 $220 +86% $3.89 CAC — scale aggressively
C5 — Search Brand $0 $10 New Brand protection
EasySave PMAX ×2 $122 $0 Kill Zero LN0s
Total $2,968 $3,000 +1% ~$90K/mo

PMAX / Search Launch Guidance

Search Brand (C5) — Launch Immediately

  • Architecture doc has complete spec: 16 keywords, 3 RSA variants, extensions ready
  • Attribution webhook at auto.fido.money already configured
  • Setup: Enable Parallel Tracking, verify Firebase ↔ Google Ads linking, conversion window 30 days, view-through 1 day
  • Add brand negatives to C1-C4 UAC campaigns to prevent cannibalization
  • Budget: $10/day (~$300/mo). Target: ≥95% impression share on exact brand terms

PMAX for LN0 Acquisition — Wait

  • UAC campaigns already performing at/under CAC target — no urgent gap to fill
  • PMAX competes for same audiences with less control over creative/audience signals
  • EasySave PMAX campaigns demonstrate the risk: optimizes for whatever has volume (Savings events, not LN0)
  • If testing later: wait for C1/C2 stabilization (all ad groups active in both), start at $50/day with ONLY BE_LOAN_FIRST_DISBURSEMENT, use Snowflake active-user audience as signal, kill after 3 weeks if CAC >$11

Search Non-Brand (Intent Keywords) — Small Test Worth It

  • High-intent keywords: "quick loan Ghana", "instant mobile loan", "salary advance Ghana"
  • Same webhook attribution setup as C5
  • Start at $20/day — captures users UAC can't specifically target
  • Expected CAC: higher than UAC but better conversion quality

June Monitoring Checklist

Fido — Ghana Google Ads Analysis — June 1, 2026 — Confidential