performance-optimization

name	performance-optimization
description	Campaign optimization protocol — winner promotion, killer thresholds, fatigue detection, statistical confidence.
canon_references	["sharp-mental-availability","ritson-diagnosis","hormozi-value-equation"]
canon_source	brain/MARKETING_CANON.md
universal	true
note	Examples in this skill may reference SunBiz (legacy client); the skill itself is brand-agnostic. Per-brand context lives in brain/clients/<brand>.md.
triggers	["optimize campaign performance","CPL is too high fix it","improve ROAS","campaign not delivering","scale the winning ad set"]

SKILL: Performance Optimization

Data-driven campaign optimization for MCA ads — improving CPQL, CTR, and ROAS for SunBiz Funding.

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North Star Metric: CPQL (Cost Per Qualified Lead)

CPL alone is misleading for MCA. A $30 lead that doesn't qualify is worthless. A $60 lead that funds is gold. Always optimize for CPQL.

Targets:

Metric	Target	Red Flag
CPQL	<$100	>$150
CPL	<$50	>$80
CTR	>1.5%	<0.8%
CPC	<$8	>$15
JotForm CVR	>15%	<8%
Lead-to-Qualify Rate	>30%	<15%
Frequency (Meta)	<5	>5 (creative fatigue)

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Optimization Decision Tree

CPQL too high?
├─ CPL is fine but qualify rate low → Lead quality problem → Tighten self-qualification in ad copy
├─ CPL is high → Cost problem → See CPL tree below
└─ Both high → Fundamental targeting/messaging mismatch → Revisit strategy

CPL too high?
├─ CTR low (<1%) → Creative/copy not resonating → Test new ads, refresh creative
├─ CTR good but JotForm CVR low → JotForm friction → Check form length, mobile UX
├─ CPC too high → Competition/targeting → Broaden targeting, test new placements
└─ All metrics okay but CPL high → Conversion tracking issue → Verify pixel/CAPI

CTR too low?
├─ Impressions high, clicks low → Ad not relevant → Test different hooks/angles
├─ Impressions low → Budget/bid too low OR targeting too narrow
└─ Some ads good, some bad → Pause losers, scale winners

No impressions?
├─ Campaign active? → Check status
├─ Budget set? → Verify budget
├─ Ad rejected? → Check compliance (CREDIT category, MCA language)
├─ Targeting too narrow? → Broaden (but stay CREDIT-compliant)
└─ Bid competitive? → Increase bid or switch to automated

Frequency >5?
├─ Creative fatigue → Refresh creatives (2-3 week cycle)
├─ Audience too small → Broaden geographic or interest targeting
└─ Budget too high for audience → Reduce or expand reach

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Optimization Playbooks

Playbook 1: Creative Optimization

When: CTR < 1.5% or declining, or frequency > 5 Actions:

1. Generate 3 new creative concepts (different angles, not just color variants)
2. Test across formats: static image, carousel, video (<30 sec)
3. Ensure 10-15 conceptually distinct assets per campaign (Andromeda optimization)
4. A/B test: before/after vs. roadmap vs. payment table vs. testimonial
5. After 50+ conversions per variant, pick winner by CPQL
6. Pause losers, create new challengers
7. UGC-style video often outperforms polished content (4x higher CTR)

Playbook 2: Lead Quality Optimization

When: CPL is good but CPQL is high (low qualify rate) Actions:

1. Review lead score distribution — if >30% COLD leads, targeting is off
2. Strengthen self-qualification in ad copy ("$25K+/month revenue," "2+ positions")
3. Use "Higher Intent" form type on Meta (adds review step)
4. Add pre-qualifying question to JotForm (monthly revenue range)
5. Test consolidation angle vs. growth capital — compare qualify rates
6. Review which creatives produce highest-quality leads (not just most leads)

Playbook 3: Budget Optimization

When: Some campaigns much better than others Actions:

1. Rank all campaigns by CPQL (lowest = best)
2. Shift 20% of budget from worst to best performer
3. If campaign is spending full budget at good CPQL → increase budget 20%
4. Consolidation angle should get 70% of spend
5. Ensure each ad set gets 50+ conversions/week for algorithm optimization
6. Review weekly, adjust bi-weekly

Playbook 4: Funnel Optimization

When: Clicks are good but JotForm submissions are low Actions:

1. Check JotForm mobile experience (most traffic is mobile)
2. Verify JotForm loads quickly (<3 seconds)
3. Review form length — keep to 5-7 fields max
4. Ensure CTA matches ad promise (consistency reduces drop-off)
5. Check UTM tracking is working
6. Test Meta Instant Forms vs. JotForm (compare CPL and qualify rate)

Playbook 5: Speed-to-Lead Optimization

When: Leads are coming in but not converting to funded deals Actions:

1. Measure time from JotForm submission to first call
2. Target: <5 minutes for HOT (70+ score), <1 hour for WARM (50-69)
3. Set up instant SMS auto-response (within 60 seconds)
4. Implement n8n workflow: JotForm → auto-SMS + CRM + team notification
5. Track speed-to-contact by lead tier and measure impact on conversion

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Optimization Cadence

Timeframe	Actions
Daily	Check spend pacing, flag rejected ads, verify JotForm submissions flowing
2x/week	Review CTR, CPC, frequency trends
Weekly	Full performance review, CPQL analysis by angle and creative
Bi-weekly	Creative refresh, budget reallocation, lead quality review
Monthly	Strategy review, audience refresh, competitive intelligence check

Red Flags (Immediate Action Required)

Signal	Action
Ad rejected	Fix MCA compliance issue (likely "loan" language), resubmit
CPQL > 2x target ($200+)	Pause campaign, investigate lead quality
CTR < 0.5%	Creative is failing, replace immediately with new concept
Budget exhausted by 10 AM	Pacing issue, spread budget or increase daily cap
Zero JotForm submissions after $100 spend	Check JotForm link, UTM tracking, form functionality
Frequency > 5	Creative fatigue, refresh all assets in that ad set
Qualify rate < 15%	Ad copy attracting wrong audience, tighten self-qualification
>30% COLD leads	Targeting too broad, add self-qualification signals to copy