campaign-creation

name	campaign-creation
description	End-to-end campaign-creation workflow: objective, structure, audience, creative, budget, launch verification.

SKILL: Campaign Creation

End-to-end MCA campaign setup flow — from strategy to launch for SunBiz Funding.

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The 8-Step Campaign Creation Process

Step 1: Define Objective & Angle

• Objective: Almost always Lead Generation for MCA
  • Google: LEAD_GENERATION or MAXIMIZE_CONVERSIONS
  • Meta: OUTCOME_LEADS
• Angle: Consolidation (primary, 70% of spend) or Growth Capital (secondary, 30%)
• Target CPQL: <$100

Step 2: Set Budget

• Recommended minimum: $30-50/day per platform for MCA
• Start conservative, scale winners based on CPQL (not just CPL)
• Budget split: Consolidation 70% / Growth Capital 30%
• Meta's algorithm needs 50+ conversions/week per ad set to optimize

Step 3: Define Audience (CREDIT Category Compliant)

• Google: MCA keywords + national targeting + in-market audiences
• Meta: National targeting + business owner interests (NO age/gender/zip)
• Use ad copy for self-qualification: "If your business does $15K+/month..."
• Create 2-3 audience segments for testing
• Custom conversions with "Other" event to avoid algorithmic bias

Step 4: Create Ad Copy

• Follow content-creator agent MCA language rules
• NEVER use "loan," "lender," "lending," "borrower," "interest rate"
• 3-5 headline variants for A/B testing
• 2-3 primary text variants
• Front-load message in first 125 characters (before "See More")
• Clear CTA: "See If You Qualify" / "Get Your Consolidation Plan" / "Check Your Options"
• Include MCA disclaimers

Step 5: Prepare Creative Assets

• Minimum: 10-15 conceptually distinct creatives (Andromeda optimization)
• Formats: Static images (1080x1080, 1200x628), Video (<30 sec), Carousel
• Creative concepts: before/after, roadmap, payment table, testimonial, educational
• Visual style: Navy blue (#001F54) primary, orange (#FF6B35) CTAs, green (#28A745) for savings
• NO cheesy stock photos — clean, analytical, financial advisor aesthetic

Step 6: Build Campaign Structure

• Google: Campaign → Ad Group → Keywords + RSA
• Meta: Campaign → Ad Set → Ad + Creative
• Create in PAUSED state first
• Meta: special_ad_categories: ['CREDIT'] — MANDATORY

Step 7: Review & Compliance Check

• special_ad_categories: ['CREDIT'] set on all campaigns?
• No prohibited targeting (age, gender, zip, lookalike)?
• No "loan," "lender," "lending," "borrower" in any copy?
• No guaranteed approval language?
• MCA disclaimers present? ("Merchant Cash Advance products are not loans.")
• TCPA consent language on all lead forms?
• All CTAs link to JotForm?
• UTM parameters configured? (utm_source=meta&utm_medium=paid&utm_campaign=[name])
• Campaign structure matches strategy?

Step 8: Launch

• Get user approval
• Set status to ACTIVE
• Monitor first 24-48 hours closely (spend pacing, ad approvals)
• Verify JotForm submissions are flowing
• Speed-to-lead: ensure call team is ready (call within 5-15 minutes)
• Log to CAMPAIGN_TRACKER.md

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Quick Launch Template (MCA Consolidation)

Campaign Name: SunBiz - Consolidation - [Date]
Platform: Meta Ads
Objective: OUTCOME_LEADS
Special Ad Category: CREDIT
Budget: $50/day
Duration: Ongoing (optimize weekly)
Target CPQL: <$100
Angle: Consolidation
Audience: National US, broad (CREDIT restrictions)
Ad Copy: "Overleveraged? We build a multi-phase path to financial health."
Creative: Before/after consolidation (4 positions → 1), navy blue, orange CTA
CTA: "See If You Qualify" → JotForm [URL]
UTM: ?utm_source=meta&utm_medium=paid&utm_campaign=sunbiz_consolidation_q1
Disclaimers: "Merchant Cash Advance products are not loans. Subject to underwriting approval."
Compliance: CREDIT category, no restricted targeting, MCA language verified

Quick Launch Template (Growth Capital)

Campaign Name: SunBiz - Growth Capital - [Date]
Platform: Meta Ads
Objective: OUTCOME_LEADS
Special Ad Category: CREDIT
Budget: $25/day
Duration: Ongoing (optimize weekly)
Target CPQL: <$80
Angle: Growth Capital
Audience: National US, broad (CREDIT restrictions)
Ad Copy: "Smart capital for growing businesses. Funded in 24-48 hours."
Creative: Clean white/gray design, professional business imagery, green accents
CTA: "See If You Qualify" → JotForm [URL]
UTM: ?utm_source=meta&utm_medium=paid&utm_campaign=sunbiz_growth_q1
Disclaimers: "Merchant Cash Advance products are not loans. Subject to underwriting approval."
Compliance: CREDIT category, no restricted targeting, MCA language verified