Paid Media · 2025–2026

Understory Agency vs. Zeldigital

B2B SaaS full-service agency (Atlanta, GA) vs. solo Google Ads specialist (PH-based, US Wyoming LLC) — which fits your growth needs?

Full-Service Agency
Atlanta, GA · 11–50 employees

Understory Agency

B2B SaaS growth engineering — paid media + GTM + LinkedIn

At a Glance

Clients served100+ B2B SaaS
Team size11–50 employees
Head of Paid Search$30M+ managed spend
Client ACV$20K–$100K+ deals

Pricing

ModelRetainer-based
RateCustom quotes (agency rates)

Channels

Google Ads LinkedIn Meta Reddit / X RevOps GTM Strategy
PH-based · US Wyoming LLC

Zeldigital / Hans Lacida

Hands-on Google Ads specialist — fractional & direct, no agency layers

At a Glance

Experience10+ yrs Google Ads
Monthly ad spend$300K+/mo managed
Peak ROAS20x–70x cited
Conversions tracked$1M+ claimed

Pricing

ModelRetainer or flat-rate
One-time fixesFrom $799–$999

Channels

Google Ads PMax GA4 / GTM Tracking Infra ROAS Optimization

Full Comparison

Aspect Understory Agency Zeldigital / Hans Lacida
Business Type Full-service agency (11–50 employees), B2B SaaS growth engineering Solo / fractional specialist — one-person LLC, not an agency
Primary Focus Integrated paid media + GTM engineering + LinkedIn for high-ACV B2B SaaS Hands-on Google Ads / PMax (90% Google Ads, 10% other PPC) for eCommerce & lead gen
Client Ideal Fit B2B SaaS

High ACV ($20K–$100K+ deals), longer 6–18 month sales cycles

 eCommerce & Lead Gen

US brands, founders needing pure paid search performance
Team & Delivery Dedicated team with strategy + execution layers; Head of Paid Search ($30M+ managed) Direct hands-on work by Hans Lacida himself — 10+ years, $300K+/mo spend managed
Location & Timezone 🇺🇸 Atlanta, GA

US-based; easy real-time collaboration for US East/Mid clients

 🇵🇭 Philippines + 🇺🇸 Wyoming LLC

US timezone overlap emphasized; Wyoming LLC for contracting
Pricing Model Retainer-based, custom quotes (higher due to team overhead; not publicly listed) Monthly fractional retainer or flat-rate one-time fixes (e.g., GA4/GTM setup $999, misrepresentation fix $799)
Speed & Flexibility Strategy calls + ongoing integrated management; systems approach Fast one-time fixes or ongoing fractional; direct access, no middle layers; month-to-month
Strengths
  • ✓Strong LinkedIn for B2B
  • ✓Team backup & support
  • ✓GTM / RevOps integration
  • ✓Custom reporting dashboards
  • ✓Deep Google Ads specialization
  • ✓Direct specialist access
  • ✓Lower overhead, no markups
  • ✓Quick targeted one-time fixes
Potential Drawbacks
  • ✕Higher agency cost
  • ✕Possible account manager layers
  • ✕Less "hands-on specialist" feel
  • ✕Single point of failure (solo)
  • ✕Mostly Google Ads only
  • ✕Timezone gap for non-overlap hours
Risk Level Lower operational risk

Team backup; higher cost

 Higher direct accountability

Depends on one expert; lower cost
US Presence Strong physical US base in Atlanta — ideal for local compliance or in-person needs Wyoming LLC for contracts/billing; serves US clients remotely; no physical US office

Quick Feature Check

Feature Understory Zeldigital
Google Ads / PPC ✓ ✓ Core specialty
LinkedIn / B2B paid social ✓ Strong ✕
GTM / RevOps strategy ✓ ✕
GA4 / GTM tracking fixes Partial ✓ One-time flat rate
PMax expertise Via team ✓ Direct specialist
Multi-channel campaigns ✓ Full stack ✕ Google Ads focused
Direct specialist access Via account manager ✓ Always direct
One-time / à la carte pricing ✕ ✓ From $799
Physical US office ✓ Atlanta, GA Wyoming LLC only
Team backup / redundancy ✓ ✕ Solo operator

Best For

U

Choose Understory if…

  • ✓You run a B2B SaaS company needing multi-channel paid media
  • ✓LinkedIn is a key acquisition channel for your pipeline
  • ✓You need integrated GTM strategy alongside paid campaigns
  • ✓A US-based team with dedicated roles is important to you
  • ✓You have high-ACV deals with long 6–18 month sales cycles
Z

Choose Zeldigital / Lacida if…

  • ✓Your core need is pure Google Ads / Paid Search / PMax optimization
  • ✓You want direct access to a senior specialist — no middlemen
  • ✓You prefer flexible or one-time flat-rate pricing
  • ✓You're in eCommerce or lead gen — not B2B SaaS
  • ✓You're comfortable with a high-performing solo operator with US legal entity

Key Difference Summary

Understory Agency

A team-based agency strong in B2B multi-channel growth — paid search, LinkedIn, GTM, and RevOps working as one integrated system for SaaS pipeline.

Zeldigital / Hans Lacida

A specialist freelancer/fractional expert laser-focused on Google Ads execution — transparent, often lower-cost options with direct hands-on management.

Heavy Google Ads / eCommerce reliance? → Zeldigital offers more direct Google Ads depth.
Need broader paid media + LinkedIn for SaaS pipeline? → Understory aligns better.

Visit Understory Agency Visit Zeldigital / Hans Lacida