From Google Ads Strategist to Execution Operator
For years, I was positioned as a Google Ads strategist.
That made sense early on.
Accounts relied on individual judgment.
Performance depended on constant intervention.
Strategy was the product.
Over time, that model broke.
Patterns repeated.
Decisions became rules.
Judgment turned into thresholds.
Execution stopped needing constant thinking.
That’s when the role changed.
In 2026, Google Ads performance doesn’t scale because someone is “good at strategy.”
It scales when execution is designed as an operation and governed with standards.
This shift is why I rebuilt my operating model and updated HansLacida.com.
The full article explains:
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Why strategist-led models break at scale
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What changes when execution is treated as infrastructure
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How standards and governance replace ad-hoc optimization
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Why execution ownership beats personal labor in enterprise environments
This isn’t a rebrand.
It’s a correction.
👉 Read the full article:
https://x.com/HansLacida/status/2014198260408410495
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