One Operator,
One System.
You may have found me under different names — Hans Lacida, Hanzel Lacida, Hans Media Buyer, PPChans, ZELDIGITAL. Here's the truth about how it all connects, and why it was always one person running one system.
"The brands that scale fast aren't the ones with the biggest budgets. They're the ones with the cleanest systems."
— Hans Lacida, KaizenStrategyIf you've searched my name online, you've probably hit a few different results: Hans Lacida, Hanzel Lacida, Hans Media Buyer, PPChans, ZELDIGITAL. Different domains. Different tones. Different eras.
This post exists to clarify it once and for all — for prospects doing due diligence, for collaborators trying to reach me, and honestly, for my own brand hygiene.
One Person. Multiple Properties. One Entity.
My legal name is Hanzel Lacida. Professionally, I go by Hans. I'm the founder and sole operator behind KaizenStrategy US — a US-registered paid acquisition operation serving eCommerce and service brands spending $5,000+ per month on Google Ads.
Every property you've found traces back to this:
What Each Name Means
Here's a plain-language breakdown of every alias and property — what it is, what it was, and where it sits today:
| Name / Property | Role | Context |
|---|---|---|
| Hans Lacida | Primary professional identity | The name on the LLC, the name on client contracts, the name that closes deals. |
| Hanzel Lacida | Legal / formal name | My full given name. Used on legal documents and formal registrations. |
| KaizenStrategy US | Private Business entity | US LLC. The operating structure behind all client engagements, invoicing, and service delivery. |
| ZELDIGITAL® | Agency-facing sub-brand | For clients who prefer engaging with a "company" over a personal brand. A KaizenStrategy brand. |
| Hans Media Buyer | Legacy content brand | Earlier identity used across hansmediabuyer.com. Now redirects to blog.hanslacida.com. |
| PPChans | Community / content alias | My handle for content, community, and public thinking. Home of GASO and EDGE.COLLECTIVE. |
Why So Many Names?
The honest answer: they accumulated over time. A personal brand evolves. What starts as an Upwork profile becomes a blog, which becomes a consultancy, which becomes an LLC. The names were never meant to confuse — they were each built for a specific audience at a specific moment.
Hans Media Buyer was built when "media buyer" was the clearest shorthand for what I did. ZELDIGITAL was built when some clients needed the formality of a company brand. PPChans emerged as a separate voice for community and content — looser, more personal, less sales-forward.
None of these were different people. They were different doors into the same operator.
What's changed is the architecture is now deliberate and public. Every door leads to the same place: KaizenStrategy US, run by one person, operating one system.
What the System Actually Is
Behind all the names is a single operating methodology. I build paid acquisition systems — not campaigns, not ad sets, not one-off audits. Systems. The distinction matters.
A campaign gets you clicks. A system generates predictable, compounding revenue. It starts with Google Ads architecture designed around high-intent demand capture, layered with server-side tracking for clean attribution, and reported through Looker Studio dashboards that give founders actual visibility — not vanity metrics.
My track record across this system: $300K+/month in managed ad spend, 70× ROAS in AU/NZ markets, 20× ROAS for US retail, and over $550M in tracked client revenue since 2011. That's not a claim from a pitch deck. That's a decade of operator-level execution.
Who I work with
eCommerce founders scaling past $1M revenue who need a Google Ads specialist — not an agency adding a margin on top of another agency. Service businesses in healthcare, home services, and B2B lead generation spending $5K–$300K/month who want a direct operator, not a junior account manager on rotation.
Who I don't work with
Brands under $5K/month in ad spend. Businesses wanting hourly tracking over results. Anyone who needs five layers of approval to test a bid strategy.
One Hub. All Roads Lead Here.
Going forward, hanslacida.com is the single source of truth. My case studies, pricing, and booking link live there. Blog posts go to blog.hanslacida.com. Community and content thinking lives under PPChans. Client-facing agency work goes through ZELDIGITAL — which is a KaizenStrategy US brand.
If you're a founder ready to build a real acquisition system — not just run ads — the right move is a conversation. No RFPs, no pitch decks, no agency theater.
Ready to build the system?
Operator conversations only. If you're scaling eCommerce or lead generation on $5K+/month ad spend, let's find out if we're a fit.
Book a Strategy Call →
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