@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/digital-marketing/references/strategy-frameworks.md

@@ -0,0 +1,324 @@
+# Marketing Strategy Frameworks & Research Templates
+
+> Reference for the digital-marketing skill. Strategy, research, and analysis frameworks.
+> Adapted marketing-strategy frameworks for the Merlin ecosystem.
+
+## Strategy Frameworks
+
+### SWOT Analysis (Applied with Evidence)
+
+Unlike generic SWOT, every item must have evidence:
+
+```
+STRENGTHS (with proof)
+- [Strength]: [Evidence — metric, testimonial, or fact]
+
+WEAKNESSES (with impact)
+- [Weakness]: [Impact on business — revenue lost, opportunities missed]
+
+OPPORTUNITIES (with viability)
+- [Opportunity]: [Viability score 1-5, timeline, required investment]
+
+THREATS (with probability)
+- [Threat]: [Probability: high/medium/low, impact if realized]
+```
+
+### Porter's 5 Forces (Digital Marketing Applied)
+
+| Force              | Analysis Questions                                                         |
+| ------------------ | -------------------------------------------------------------------------- |
+| **Rivalry**        | How many competitors? How aggressive is their ad spend? Price wars?        |
+| **New Entrants**   | How easy to start a competing business? Low barriers = more threat         |
+| **Substitutes**    | What else solves the same problem? (Free content, DIY, different approach) |
+| **Buyer Power**    | How many alternatives does the buyer have? How price-sensitive?            |
+| **Supplier Power** | Platform dependency (Meta/Google can change rules overnight)               |
+
+### Blue Ocean Strategy
+
+Instead of competing harder in a crowded market, find uncontested space:
+
+1. **What can you ELIMINATE** that the industry takes for granted?
+2. **What can you REDUCE** well below the industry standard?
+3. **What can you RAISE** well above the industry standard?
+4. **What can you CREATE** that the industry has never offered?
+
+### Value Proposition Canvas
+
+```
+CUSTOMER PROFILE          →    VALUE MAP
+├── Jobs to be Done             ├── Products/Services
+│   (what they're trying to do) │   (what you offer)
+├── Pains                       ├── Pain Relievers
+│   (frustrations, obstacles)   │   (how you eliminate pains)
+└── Gains                       └── Gain Creators
+    (desired outcomes)              (how you create gains)
+```
+
+**Fit test:** Every pain reliever maps to a real pain. Every gain creator maps to a desired gain. No orphan features.
+
+### Jobs To Be Done (JTBD)
+
+The customer doesn't buy a product — they "hire" it to do a job:
+
+```
+When I [situation/context],
+I want to [motivation/job],
+So that [expected outcome].
+```
+
+Example: "When I'm launching a new product (situation), I want to reach the right audience quickly (job), so that I can validate demand before investing more (outcome)."
+
+### Hormozi Offer Creation
+
+Make the offer so good people feel stupid saying no:
+
+1. **Dream Outcome** — What's the ideal result they want?
+2. **Perceived Likelihood** — How likely do they think it'll work?
+3. **Time Delay** — How fast will they see results?
+4. **Effort & Sacrifice** — How much work do they have to put in?
+
+**Value = (Dream Outcome × Perceived Likelihood) / (Time Delay × Effort)**
+
+To increase value: increase dream outcome + likelihood, decrease time + effort.
+
+**Offer Stack:**
+
+- Core product
+- Bonus 1: Solves secondary pain
+- Bonus 2: Reduces time to result
+- Bonus 3: Reduces effort needed
+- Guarantee: Removes risk entirely
+- Urgency: Real deadline or scarcity
+
+## Funnel Frameworks
+
+### AIDA
+
+- **Attention** → **Interest** → **Desire** → **Action**
+- Map each stage to specific content/copy pieces
+
+### PAS (Problem-Agitate-Solve)
+
+- **Problem** — Identify the specific pain
+- **Agitate** — Make it worse (emotional + financial cost)
+- **Solve** — Present your solution as the bridge
+
+### Hook-Story-Offer (Russell Brunson)
+
+- **Hook** — Stop them scrolling (question, bold statement, curiosity)
+- **Story** — Connect through narrative (origin, transformation, proof)
+- **Offer** — Present what they get and how to get it
+
+### Value Ladder
+
+```
+FREE → Low Ticket → Mid Ticket → High Ticket → Continuity
+Content  →  Lead Magnet  →  Core Product  →  Premium  →  Subscription
+```
+
+Each level should naturally lead to the next. The free content proves you can help; the paid product delivers the transformation.
+
+### AARRR Pirate Metrics
+
+| Stage           | Metric               | Question                             |
+| --------------- | -------------------- | ------------------------------------ |
+| **Acquisition** | Traffic, signups     | How do users find you?               |
+| **Activation**  | First value moment   | Do they experience the "aha" moment? |
+| **Retention**   | Return rate, DAU/MAU | Do they come back?                   |
+| **Revenue**     | Conversion, ARPU     | Do they pay?                         |
+| **Referral**    | NPS, sharing rate    | Do they tell others?                 |
+
+## Research Templates
+
+### Market Research
+
+```
+PESQUISA DE MERCADO — [NICHO/PRODUTO]
+
+TAM/SAM/SOM
+- TAM (Total Addressable Market): [size + source]
+- SAM (Serviceable Available Market): [size + source]
+- SOM (Serviceable Obtainable Market): [realistic target + justification]
+
+COMPETITOR ANALYSIS (per competitor)
+┌──────────────────┬──────────────────┬──────────────────┐
+│ Competitor        │ [Name 1]         │ [Name 2]         │
+├──────────────────┼──────────────────┼──────────────────┤
+│ Main Product      │                  │                  │
+│ Pricing           │                  │                  │
+│ Positioning       │                  │                  │
+│ Main Channel      │                  │                  │
+│ Estimated Traffic │                  │                  │
+│ Strengths         │                  │                  │
+│ Weaknesses        │                  │                  │
+└──────────────────┴──────────────────┴──────────────────┘
+
+BENCHMARKS
+- Average CPL in niche: [value + source]
+- Average conversion rate: [value + source]
+- Average ticket: [value + source]
+```
+
+**Research rules:**
+
+- Every claim needs a source
+- Cross-reference 2-3 sources for important data
+- Prioritize data from last 12 months
+- NEVER fabricate statistics — if data isn't available, say so
+
+### Voice-of-Customer Mining
+
+Extract real customer language from these sources:
+
+| Source             | What to Capture                        | Where to Find                      |
+| ------------------ | -------------------------------------- | ---------------------------------- |
+| Product reviews    | Pain phrases, outcome phrases          | Amazon, Google Reviews, app stores |
+| Social comments    | Objections, questions, praise language | Instagram, Facebook, YouTube       |
+| Support tickets    | Confusion points, recurring issues     | Intercom, Zendesk, email           |
+| Forum posts        | How they describe the problem to peers | Reddit, Quora, Facebook groups     |
+| Competitor reviews | What they love/hate about alternatives | Same sources, competitor products  |
+
+**Template for extracted phrases:**
+
+```
+PAIN PHRASES
+- "[exact quote]" — source: [platform, date]
+- "[exact quote]" — source: [platform, date]
+
+DESIRE PHRASES
+- "[exact quote]" — source: [platform, date]
+
+OBJECTION PHRASES
+- "[exact quote]" — source: [platform, date]
+
+OUTCOME PHRASES (what success looks like in their words)
+- "[exact quote]" — source: [platform, date]
+```
+
+### Trend Analysis Template
+
+```
+ANÁLISE DE TENDÊNCIAS — [NICHO/PERÍODO]
+
+MACRO-TENDÊNCIAS (12-24 meses)
+- [Trend]: [Evidence + source] → [Impact on our strategy]
+
+MICRO-TENDÊNCIAS (3-6 meses)
+- [Trend]: [Evidence + source] → [Opportunity or threat?]
+
+MOVIMENTOS DE LÍDERES
+- [Leader/Company]: [What they're doing] → [What it signals]
+
+OPORTUNIDADES IDENTIFICADAS
+| Opportunity | Viability (1-5) | Timeline | Investment | Priority |
+|-------------|----------------|----------|------------|----------|
+| [...]       | [...]          | [...]    | [...]      | [...]    |
+```
+
+### 3-Scenario Planning
+
+For any campaign or strategy, always plan for three scenarios:
+
+| Scenario         | Definition                                | Action                         |
+| ---------------- | ----------------------------------------- | ------------------------------ |
+| **Optimistic**   | Everything works above expectations       | Scale plan ready               |
+| **Realistic**    | Average performance based on benchmarks   | This is the plan you commit to |
+| **Conservative** | Below-average performance, problems arise | Contingency and pivot plan     |
+
+**Rule:** The plan MUST work in the realistic scenario. If it only works in the optimistic scenario, it's not a plan — it's a wish.
+
+## Brand Identity Quick Reference
+
+### Brand Personality Extraction
+
+Before any brand work, gather:
+
+```
+PERSONALIDADE DA MARCA
+
+3 adjetivos que DEFINEM a marca:
+1. [adjective] — por quê: [justification]
+2. [adjective] — por quê: [justification]
+3. [adjective] — por quê: [justification]
+
+3 adjetivos que NÃO DEFINEM a marca:
+1. [adjective] — por quê: [what to avoid]
+2. [adjective] — por quê: [what to avoid]
+3. [adjective] — por quê: [what to avoid]
+
+Se a marca fosse uma pessoa: [description of behavior, clothing, speech]
+
+Marcas que admira visualmente: [list, even from other sectors]
+Marcas que NÃO quer parecer: [list with reasons]
+```
+
+### Anti-AI Visual Protocol Checklist
+
+Before delivering ANY visual (logo, template, layout, branding book):
+
+- [ ] Works in pure black and white?
+- [ ] Recognizable at 16x16px (favicon size)?
+- [ ] Every element justified from the briefing?
+- [ ] Free of generic purple-blue-pink gradients?
+- [ ] Free of overly symmetric, mathematically perfect compositions?
+- [ ] Free of template-like layouts that could be any brand?
+- [ ] Typography has personality (not just Poppins + Inter)?
+- [ ] Color palette relates to the business, not just "looks nice"?
+- [ ] Applications are realistic and contextualized (not generic mockups)?
+- [ ] Would an experienced designer approve this?
+
+**If any item fails:** Fix before delivering. Add intentional imperfection, reduce elements, contextualize in real applications, justify every decision from the briefing.
+
+---
+
+## Four Forces Switching Dynamics (JTBD)
+
+When analyzing why customers switch (or don't), map all four forces:
+
+| Force       | Direction         | Question to Answer                                               |
+| ----------- | ----------------- | ---------------------------------------------------------------- |
+| **Push**    | Away from current | What frustrations drive them away from their current solution?   |
+| **Pull**    | Toward you        | What about your solution attracts them?                          |
+| **Habit**   | Keeps them stuck  | What keeps them using the current approach despite frustrations? |
+| **Anxiety** | Blocks switching  | What worries them about switching to something new?              |
+
+**Application in messaging:**
+
+- Push + Pull = your **acquisition messaging** (agitate the push, amplify the pull)
+- Habit + Anxiety = your **objection handling** (break habits with urgency, reduce anxiety with guarantees/proof)
+
+Complements the existing JTBD framework (Situation → Motivation → Outcome) by adding the friction and resistance side of the decision.
+
+---
+
+## Anti-Personas
+
+Define who is **NOT** a good fit for your product. Anti-personas improve targeting and reduce wasted spend.
+
+**Why it matters:**
+
+- Prevents wasted ad spend on wrong audiences
+- Reduces churn (wrong-fit customers leave quickly)
+- Sharpens messaging (knowing who you're NOT talking to clarifies who you ARE talking to)
+
+**Capture for each anti-persona:**
+
+- Who they are (role, company size, situation)
+- Why they're a bad fit (missing prerequisites, wrong expectations, wrong budget)
+- Red flags in sales conversations that signal bad fit
+
+---
+
+## B2B Buying Committee
+
+In B2B sales, multiple stakeholders influence the purchase decision. Map messaging for each role:
+
+| Role                     | What They Care About               | Their Challenge                        | Value You Promise                         |
+| ------------------------ | ---------------------------------- | -------------------------------------- | ----------------------------------------- |
+| **User**                 | Daily workflow improvement         | "This takes too long / is frustrating" | "Saves you X hours/week"                  |
+| **Champion**             | Internal credibility, team success | "I need to prove this will work"       | "Here's the business case + proof"        |
+| **Decision Maker**       | Strategic alignment, ROI           | "Does this move the needle?"           | "Measurable impact on [KPI]"              |
+| **Financial Buyer**      | Budget justification, cost         | "Can we afford this?"                  | "ROI of X:1 within Y months"              |
+| **Technical Influencer** | Integration, security, compliance  | "Will this break our stack?"           | "Integrates with [tools], SOC2 compliant" |
+
+**Application:** Create content and copy tailored to each role. The Champion needs internal sell material (deck, one-pager). The Financial Buyer needs ROI calculator. The Technical Influencer needs API docs and security whitepaper.

package/.merlin-core/skills/domain/digital-marketing/references/traffic-management.md

@@ -0,0 +1,350 @@
+# Paid Traffic Management Reference
+
+> Reference for the digital-marketing skill. Campaign planning, analysis, and optimization.
+> Adapted paid-traffic methodology for the Merlin ecosystem.
+
+## Campaign Briefing Template
+
+```
+BRIEFING DE CAMPANHA
+
+1. OBJETIVO
+   - Objetivo da campanha (captação de leads, venda direta, agendamento, evento)
+   - O que acontece depois que o lead entra (funil de email, WhatsApp, comercial, página de vendas)
+   - Conversão final desejada
+
+2. NÚMEROS DO NEGÓCIO
+   - Orçamento total (R$)
+   - Orçamento diário (fixo ou flexível?)
+   - Meta de leads / vendas / agendamentos (número absoluto)
+   - Ticket médio do produto/serviço (R$)
+   - Taxa de conversão do funil pós-lead (se souber)
+   - Margem de lucro por venda (% ou R$) — para calcular ROAS sustentável
+
+3. HISTÓRICO
+   - Já rodou campanhas antes?
+   - CPL histórico, CTR médio, CPM médio, plataforma usada
+   - Melhor resultado (período, investimento, resultado)
+   - Pior resultado e o que aconteceu
+   - Pixel/tag instalado e com dados? Desde quando?
+   - Públicos personalizados ou lookalike existentes?
+
+4. TEMPO E PRAZO
+   - Data de início, deadline, período total de captação
+   - Sazonalidade ou data comemorativa envolvida?
+
+5. ATIVOS DISPONÍVEIS
+   - Landing page (URL)
+   - Criativos prontos (quantos, formatos)
+   - Copy dos anúncios pronta?
+   - Base de emails/contatos para público personalizado?
+   - Conteúdo orgânico com bom engajamento para dark post?
+
+6. PLATAFORMA
+   - Meta Ads, Google Ads ou ambos?
+   - Se Google: Search, Display, YouTube ou Performance Max?
+```
+
+## ROAS Viability Calculation
+
+Run this BEFORE creating any campaign plan:
+
+```
+PROJEÇÃO DE CAMPANHA
+
+Orçamento total: R$ ______
+Período: ___ dias
+Orçamento diário: R$ ______ (orçamento / dias)
+
+CPL estimado: R$ ______
+  → Com histórico: usar histórico + margem de 15-20%
+  → Sem histórico: benchmark do nicho + margem de segurança
+
+Leads projetados: ______ (orçamento total / CPL estimado)
+Meta de leads: ______
+Gap: ______ leads
+
+Taxa de conversão do funil: ______%
+Vendas projetadas: ______ (leads × taxa conversão)
+Faturamento projetado: R$ ______ (vendas × ticket médio)
+ROAS projetado: ______x (faturamento / investimento)
+
+CPL máximo sustentável: R$ ______
+  → (ticket médio × taxa conversão × margem)
+  → Acima disso = prejuízo
+```
+
+**If numbers don't work:** Say clearly. Present 3 paths: increase budget, improve funnel conversion rate, or reduce target. Never pretend a bad projection will "work out."
+
+## Campaign Structure Template
+
+```
+PLANO DE CAMPANHA — [NOME]
+
+RESUMO EXECUTIVO
+Objetivo | Meta | Orçamento | Período | CPL alvo | ROAS esperado
+
+ESTRUTURA
+
+CAMPANHA 1: [Nome — ex: "Captação Fria - Interesse em Marketing"]
+├── Objetivo: [Conversão / Tráfego / Cadastro]
+├── Orçamento diário: R$ ______
+├── Otimização: [Leads / Compra / Landing Page Views]
+├── Público:
+│   ├── Segmentação: [detalhamento]
+│   ├── Idade / Localização
+│   └── Tamanho estimado
+├── Conjuntos de anúncio:
+│   ├── Adset 1: [Público X] — R$ ___/dia
+│   ├── Adset 2: [Público Y] — R$ ___/dia
+│   └── Adset 3: [Lookalike Z] — R$ ___/dia
+└── Criativos:
+    ├── Criativo 1: [formato + ângulo — ex: "Vídeo 30s - Dor"]
+    ├── Criativo 2: [formato + ângulo — ex: "Imagem - Prova social"]
+    └── Criativo 3: [formato + ângulo — ex: "Carrossel - Benefícios"]
+
+CAMPANHA 2: [Remarketing]
+├── (mesma estrutura)
+└── ...
+```
+
+## Execution Timeline
+
+| Phase              | Days       | Actions                                                                                                                                                                                  |
+| ------------------ | ---------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
+| **Pre-launch**     | D-3 to D-1 | Pixel verified, audiences created, LP tested (mobile+desktop), UTMs configured, creatives approved, conversion events configured, form/flow tested                                       |
+| **Launch**         | D1-3       | Start campaigns with test budget. DO NOT TOUCH anything. Let algorithm learn. Monitor: delivery, CPM, frequency. Verify pixel is recording correctly.                                    |
+| **First Analysis** | D4-7       | Analyze CPL, CTR, CPM, hook rate, LP conversion. Pause creatives with CTR below threshold and CPL above target. If ALL are off-target: review audience OR landing page before creatives. |
+| **Optimization**   | D8-14      | New creatives based on winning angles. Test new audiences if needed. Reallocate budget from worst to best ad sets. Check: is post-lead funnel converting?                                |
+| **Scale**          | D15+       | Apply scale methodology (see below). Weekly reports with analysis.                                                                                                                       |
+
+## Scale Methodology
+
+### Prerequisites
+
+- CPL consistently below target for 3-5 days minimum
+- Minimum volume of leads/day in the ad set
+- CTR above threshold
+- No erratic metric fluctuations in last 3 days
+
+### Method 1: Vertical Scale (Increase Budget)
+
+- Maximum +20-30% budget increase per adjustment
+- Wait 48-72h between each increase
+- If CPL rises >40% after increase: revert to previous budget and stabilize
+- Best for: CBO, broad audiences, mature campaigns
+
+### Method 2: Horizontal Scale (Duplicate Structure)
+
+- Duplicate winning ad set with SAME audience
+- OR duplicate with new audience (different lookalike, different interest)
+- Keep original ad set intact (it's your insurance)
+- Max 2-3 duplications at a time
+- Best for: ABO, segmented audiences, strong creatives
+
+### Method 3: Creative Scale
+
+- Create new creatives using the SAME angles that performed
+- Vary format: if image worked, test video with same angle (and vice-versa)
+- Vary hook: keep creative structure but change the first 3 seconds
+- Refresh creative library every 7-14 days to prevent fatigue
+
+### Alert Signals
+
+- CPL +40% in 48h → Pause increase, diagnose
+- Frequency >2.5 → Audience saturating, expand or switch
+- CTR dropped + CPM rising → Creative fatigue, replace assets
+- Leads entering but not converting in funnel → Post-traffic problem, not traffic
+
+## 5-Layer Analysis Framework (Detailed)
+
+### Layer 1: Macro Overview
+
+- Total investment in period
+- Total results (leads, sales, registrations)
+- Cost per result (CPL, CPA)
+- ROAS (if applicable)
+- Comparison vs target: above, below, or on target?
+- Trend: improving, declining, or stable over last 7 days?
+
+### Layer 2: Delivery Efficiency
+
+- CPM — is it expensive for this niche?
+- Reach vs Impressions — what's the average frequency?
+- If frequency >2.5: audience may be saturated
+- Distribution by placement: Feed, Stories, Reels, Audience Network
+- Distribution by device: mobile vs desktop
+
+### Layer 3: Creative Efficiency
+
+- CTR per ad — which creatives perform, which don't
+- Hook rate (video): % who watched 3s — below 25% = weak hook
+- ThruPlay rate (video): % who watched 15s+ — indicates content quality
+- CPL per creative — sometimes CTR is high but CPL too (curious clicks, not qualified)
+- Frequency per creative — high frequency = creative fatigue
+- Quality, engagement, and conversion rankings (Meta)
+
+### Layer 4: Audience Efficiency
+
+- CPL per ad set (audience)
+- Lead volume per audience
+- Cost per audience: which gives cheapest leads? Which gives leads that convert most?
+- Audience size vs delivery: reaching a small fraction? May be too restricted
+- Audience overlap: two ad sets competing for same audience cannibalizes both
+
+### Layer 5: Post-Click Funnel
+
+- Landing page conversion rate (link clicks → leads)
+  - Below 20%: LP needs revision
+  - 20-40%: acceptable, can improve
+  - Above 40%: LP is good, focus on volume
+- CPC vs CPL — if CPC is low but CPL is high, problem is the LP
+- Time on page (if available via GA4)
+- Bounce rate (if available)
+
+## Brazilian Market Benchmarks
+
+| Niche                     | CPL     | CTR      | CPM     | LP Conv     |
+| ------------------------- | ------- | -------- | ------- | ----------- |
+| Info-produto (lançamento) | R$3-8   | 1.5-3%   | R$15-35 | 25-45%      |
+| Info-produto (perpétuo)   | R$5-15  | 1-2.5%   | R$20-45 | 20-35%      |
+| SaaS / Software           | R$8-25  | 0.8-2%   | R$25-60 | 15-30%      |
+| E-commerce                | R$2-6   | 1-3%     | R$10-30 | 2-5% (sale) |
+| Negócio local             | R$3-12  | 1-2.5%   | R$12-30 | 20-40%      |
+| Imobiliário               | R$15-50 | 0.5-1.5% | R$20-50 | 10-25%      |
+| Educação / Curso          | R$4-12  | 1.2-3%   | R$15-40 | 25-40%      |
+| Saúde / Bem-estar         | R$5-15  | 1-2.5%   | R$18-40 | 20-35%      |
+| Serviços profissionais    | R$10-30 | 0.8-2%   | R$20-50 | 15-30%      |
+| Eventos (gratuitos)       | R$1-5   | 2-4%     | R$10-25 | 30-50%      |
+| Eventos (pagos)           | R$8-25  | 1-2.5%   | R$15-40 | 3-8% (sale) |
+
+These are approximate references based on Brazilian market averages. They vary significantly by targeting, creative quality, seasonality, and account maturity. NEVER use as promises — use as starting points for projections.
+
+## Technical Configuration Checklist
+
+### UTM Standards
+
+```
+utm_source: [meta / google]
+utm_medium: [cpc / cpm / paid_social]
+utm_campaign: [campaign-name]
+utm_content: [creative-name]
+utm_term: [audience-target] (Google Search)
+```
+
+### Naming Convention
+
+```
+Campaign: [OBJECTIVE] - [PRODUCT] - [MONTH/YEAR]
+Ad Set:   [AUDIENCE] - [TARGETING] - [GEO]
+Ad:       [FORMAT] - [ANGLE] - [VERSION]
+```
+
+### Meta Ads Export Columns Reference
+
+- `Campaign name`, `Ad set name`, `Ad name` → Structure
+- `Amount spent` → Investment
+- `Results` → Leads/conversions
+- `Cost per result` → CPL/CPA
+- `Reach`, `Impressions`, `Frequency` → Delivery
+- `CPM` → Delivery cost
+- `Link clicks`, `CTR (link)` → Click efficiency
+- `Landing page views` → Real LP views (excludes immediate bounces)
+- `Video plays at 25%/50%/75%/100%` → Video retention
+- `ThruPlay` → Watched 15s or full (whichever shorter)
+- `Quality ranking`, `Engagement rate ranking`, `Conversion rate ranking` → Meta quality
+
+---
+
+## Reporting Cadence & Templates
+
+### Daily Quick-Check (2 min)
+
+| Check                | What to Look For                                       |
+| -------------------- | ------------------------------------------------------ |
+| Spend vs budget pace | Are you on track to spend the monthly budget evenly?   |
+| CPL vs target        | Any campaign above target CPL?                         |
+| Anomalies            | Sudden spend spikes, zero impressions, disapproved ads |
+
+### Weekly Optimization Report
+
+| Campaign | Spend | Leads | CPL | ROAS | CTR  | Freq | CPA | Action                  |
+| -------- | ----- | ----- | --- | ---- | ---- | ---- | --- | ----------------------- |
+| [name]   | R$X   | N     | R$X | X.Xx | X.X% | X.X  | R$X | [keep/scale/pause/test] |
+
+Include: top 3 performing ads with screenshots, audiences to expand/cut, creative fatigue signals, budget reallocation recommendations.
+
+### Monthly Strategic Review
+
+- Trend: CPL and ROAS over 4 weeks (improving/stable/declining)
+- Channel comparison: Meta vs Google vs other (if multi-channel)
+- Audience insights: best-performing segments, new opportunities
+- Creative performance: winning angles, format winners (video vs image vs carousel)
+- Budget recommendation for next month with justification
+
+---
+
+## Google Ads Fundamentals
+
+Google Ads is intent-based (people are searching) vs Meta which is interruption-based (people are scrolling). This fundamentally changes strategy.
+
+### Campaign Types
+
+| Type            | Intent Level              | Use When                                                  |
+| --------------- | ------------------------- | --------------------------------------------------------- |
+| Search          | High (active search)      | Bottom-funnel — people looking for solutions              |
+| Display         | Low (passive browsing)    | Top-funnel awareness, remarketing                         |
+| YouTube         | Medium (watching content) | Consideration — product demos, testimonials               |
+| Performance Max | Mixed (automated)         | When you have conversion data and want Google to optimize |
+
+### Search Campaign Structure
+
+- Themed ad groups with tight keyword clusters (5-15 keywords per group)
+- 3-5 responsive search ads per ad group
+- Match types: Exact `[keyword]` (highest intent), Phrase `"keyword"` (moderate), Broad `keyword` (only with smart bidding)
+- Add negative keywords weekly from Search Terms report to block irrelevant queries
+
+### Quality Score
+
+Google ranks ads on 3 factors (each rated Below Average / Average / Above Average):
+
+| Factor                  | How to Improve                                              |
+| ----------------------- | ----------------------------------------------------------- |
+| Ad Relevance            | Include target keyword in headline and description          |
+| Expected CTR            | Write compelling CTAs, use ad extensions, test multiple ads |
+| Landing Page Experience | Fast load, mobile-friendly, content matches ad promise      |
+
+**Key difference from Meta:** Google rewards relevance with lower CPCs. A Quality Score of 8+ can halve your cost per click vs a score of 5.
+
+**Note:** This covers Google Ads fundamentals. For advanced strategies (SKAGs, bid strategies, audience layering, PMax asset groups), consult dedicated Google Ads resources.
+
+---
+
+## LTV:CAC & Audience Funnel Strategy
+
+### LTV:CAC Ratio
+
+```
+LTV = Average Revenue per Customer × Retention (months) × Gross Margin
+CAC = Total Marketing + Sales Cost / New Customers Acquired
+LTV:CAC Ratio = LTV / CAC
+
+Target: > 3:1 (healthy)  |  < 1:1 (losing money)  |  > 5:1 (under-investing in growth)
+```
+
+A campaign can look unprofitable on first-purchase ROAS but be highly profitable when LTV:CAC > 3. This is especially true for SaaS, subscriptions, and services with high retention.
+
+### Audience Funnel Strategy
+
+| Funnel Stage     | Audience Types                              | Budget % | Goal               |
+| ---------------- | ------------------------------------------- | -------- | ------------------ |
+| **TOF** (Top)    | Interests, lookalikes, broad                | 60-70%   | Reach new people   |
+| **MOF** (Middle) | Engagers, video viewers, page visitors      | 15-20%   | Nurture warm leads |
+| **BOF** (Bottom) | Add-to-cart, initiate checkout, past buyers | 15-20%   | Convert hot leads  |
+
+### Exclusion Rules (prevent wasted spend)
+
+- Exclude converters/purchasers from TOF prospecting campaigns
+- Exclude recent purchasers from BOF remarketing (they already bought)
+- Exclude existing customers from acquisition campaigns (unless upsell)
+- Cross-exclude audiences between overlapping ad sets to prevent self-competition