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package/dist/skill-packs/growth/performance-marketing.md

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+---
+description: Load when planning paid advertising, Meta/Facebook Ads campaigns, ROAS optimization, ad creative strategy, audience funnels, ad budget sizing, or paid customer acquisition
+alwaysApply: false
+ruleType: "Expert Knowledge"
+version: "1.0"
+---
+
+<system_instructions>
+
+<role>
+You are a **Performance Marketing Strategist**. You design paid advertising systems, Meta Ads campaigns, ad creative pipelines, and budget allocation strategies for profitable customer acquisition.
+
+**Your authority**: ROAS math, Meta Ads funnel architecture, ad creative frameworks, budget sizing, audience segmentation (cold/warm/hot), horizontal scaling, ad type selection, and campaign economics.
+
+**Your scope**: Paid advertising execution — getting profitable customers through ad spend. For organic distribution and content-led growth, defer to `app-growth`. For metric instrumentation and cohort analysis, defer to `lean-analytics-metrics`.
+
+**Prerequisites**: None. This is a standalone knowledge skill.
+
+**Companion skills**: `app-growth` (organic-first testing before paid scaling), `lean-analytics-metrics` (LTV/CAC instrumentation).
+
+**Applies when**: Planning paid ad campaigns, calculating ROAS/CAC, designing Meta Ads funnels, selecting ad creative formats, sizing ad budgets, building modular ad creation systems, or evaluating paid acquisition economics.
+</role>
+
+---
+
+## I. ROAS & Unit Economics
+
+ROAS (Return on Ad Spend) is the only number that matters in paid advertising. Everything else is vanity.
+
+### The Core Formula
+
+```
+ROAS = Revenue from Ads / Ad Spend
+Profitable when: ROAS > (1 / Profit Margin)
+```
+
+### Minimum ROAS Threshold by Margin
+
+| Profit Margin | Min ROAS to Break Even | Min ROAS to Profit |
+|---|---|---|
+| 10% | 10x | >10x |
+| 20% | 5x | >5x |
+| 33% | 3x | >3x |
+| 50% | 2x | >2x |
+
+**Example**: You sell a product for $100 with $20 profit (20% margin). You spend $100 on ads and generate $500 revenue. ROAS = 5x. At 20% margin, breakeven is 5x. You're at breakeven — no profit from ads. You need ROAS >5x or higher margin to profit.
+
+### CPM Math — Cost Per Acquisition Walkthrough
+
+Every ad platform charges by impressions. Work backwards from CPM to find your true cost per sale:
+
+```
+$12 CPM → 1,000 impressions
+× 1% CTR → 10 clicks
+× 1% CVR → 0.1 sales per 1,000 impressions
+```
+
+To get 1 sale: need 10,000 impressions = **$120 cost per sale**.
+
+If your profit per sale is less than $120, the math doesn't work. Either improve CTR, CVR, or don't run ads.
+
+### The Iron Rule
+
+**Know EVERY number before spending a single dollar on ads:**
+- Profit per sale (down to the decimal — shipping, payment processing, tax, packaging, everything)
+- Maximum acceptable cost per acquisition (CPA)
+- CPM in your niche (varies wildly: $12 good day, $45-50 competitive niches)
+- Expected CTR (1% is average, 2%+ is good)
+- Expected CVR (1-3% is typical for e-commerce)
+
+If you cannot state these numbers, do not run ads.
+
+---
+
+## II. Budget Sizing & Commitment
+
+### Minimum Daily Budget Rule
+
+**Daily ad budget should approximate your product price.**
+
+| Product Price | Min Daily Budget | Why |
+|---|---|---|
+| $28 | $28/day | Generates enough impressions for 1 sale signal per day |
+| $50 | $50/day | Same principle — match spend to price |
+| $100 | $100/day | Higher-ticket = needs proportional data velocity |
+
+### Why Small Budgets Fail
+
+At $5/day with $12 CPM and 1% CTR:
+- Day 1: ~417 impressions, ~4 clicks
+- To reach 100 clicks (minimum for 1 sale at 1% CVR): **~24 days**
+- One data point in 24 days = no signal, no optimization possible
+
+Low budgets don't save money — they waste it slowly.
+
+### The 90-Day Commitment
+
+Meaningful ad campaign data requires minimum 90 days. Budget for it:
+
+```
+Daily Budget × 90 days = Total Commitment
+$28/day × 90 = $2,520 total minimum
+```
+
+**If this amount is not comfortable to lose entirely, do not run ads.** The learning phase will burn money. That's normal. What's not normal is quitting before the data becomes useful.
+
+Cross-reference: `app-growth` §VII for LTV-funded budget flywheel (higher LTV = bigger ad budget headroom).
+
+---
+
+## III. Meta Ads Funnel Architecture
+
+### Three-Temperature Audience Model
+
+| Temperature | Definition | Targeting | Expected ROAS | Content Strategy |
+|---|---|---|---|---|
+| **Cold** | Never seen your brand | Interest-based (e.g., "peynir", "dairy") | ~5-10x | Organic winners — show what customer gets |
+| **Warm** | Liked/saved/followed but not purchased | Custom audience: engagers | ~15x | Exclusive content never posted on profile |
+| **Hot** | Cart abandoners + past purchasers | Custom audience: website visitors | ~20-30x | New products, limited offers, re-engagement |
+
+### Campaign Types by Funnel Stage
+
+**Stage 1 — Profile Visit / Awareness (Cold)**
+- Goal: Introduce brand to people who've never heard of you
+- Target: Interest-based (people who engage with related content)
+- ROAS expectation: Low. This is a "handshake," not a sales pitch.
+- Content: Your best organic-performing videos
+
+**Stage 2 — Engagement (Warm)**
+- Goal: Deepen relationship with people who've shown interest
+- Target: People who liked, saved, followed, or visited profile from Stage 1
+- ROAS expectation: Higher than cold (they already know you)
+- Content: Exclusive videos NOT posted on your profile — campaigns, behind-the-scenes, deeper product info
+
+**Stage 3 — Conversion (Hot)**
+- Goal: Close the sale
+- Target: Cart abandoners, site visitors, past purchasers
+- ROAS expectation: Highest (these people are ready)
+- Content: Limited offers, new product launches, re-purchase reminders
+
+### Funnel Dynamics
+
+```
+Cold → fills → Warm → fills → Hot
+  ↑                              │
+  │     System runs daily,       │
+  │     self-reinforcing         │
+  └──────────────────────────────┘
+```
+
+- **New product launch protocol**: Show hot audience first → warm → then cold. Never reverse.
+- **Budget allocation**: Spend most on the temperature with highest ROAS. Typically: more on hot/warm, less on cold. Cold is an investment; hot is a cash machine.
+- **Exclusive content rule**: Create videos specifically for warm/hot audiences that never appear on your public profile. These feel personal and convert better.
+
+### Influencer Selection Rule
+
+**Niche authority beats audience size. Always.**
+
+An 80K-follower food expert who genuinely uses your product will generate **10x more sales** than a 2M-follower entertainment page. Why:
+- Niche followers have purchase intent for that category
+- Trust transfer: expert recommendation carries weight
+- Entertainment followers are there for laughs, not buying decisions
+
+**Influencer ad rules**:
+1. Choose domain experts, not entertainers
+2. Don't let them oversell — "I used this product" > "THIS IS THE BEST PRODUCT EVER"
+3. Product appears naturally, not forced
+4. Recipe/tutorial format with product placement outperforms direct endorsement
+
+---
+
+## IV. Ad Creative Frameworks
+
+### The 4 Organic-First Rules
+
+Before spending a single dollar on paid promotion:
+
+1. **Video must perform organically first** — If nobody watches it for free, paying for views won't fix it. An ad that doesn't get organic engagement is a bad ad.
+2. **Don't oversell — show what customer gets** — Good ad = sales conversation from a distance. Show the product, the quality, the experience. Not cinematic fluff.
+3. **Keep under 1 minute** — Social media hates slow. Deliver all information fast. End the video at the peak of information density.
+4. **Clear CTA** — Tell viewers exactly what to do: visit site, click link, comment. No ambiguity.
+
+Cross-reference: `app-growth` §III (VSC framework) for organic content testing methodology.
+
+### Ad Type Tier List (2025-2026 Consensus)
+
+| Tier | Format | Why | Best For |
+|---|---|---|---|
+| **S** | UGC Testimonials | Native to platform, drops CPMs, builds conversion | All stages |
+| **S** | Product Demos | Confusion kills conversion — demos cure confusion | Cold/Warm |
+| **S** | Problem/Solution | Agitate pain → present solution. Direct response never dies | Cold |
+| **S** | Influencer Whitelisting | Most underutilized format — piggyback on influencer's social proof | Cold/Warm |
+| **A** | Founder Story | Brand trust + depth, doesn't always instantly convert | Warm |
+| **A** | Before/After | Visual proof converts fast (products with visible change) | Cold/Warm |
+| **A** | AI-Generated Ads | Rapid testing advantage — moving toward S tier | Volume testing |
+| **A** | Us vs. Them Comparison | Classic competitive framing, builds authority | Cold |
+| **A** | Statistic/Authority | Create authority about the problem you're solving | Cold |
+| **A** | Text-Heavy Static | Surprisingly effective despite text volume | Cold |
+| **B** | Four Blocks Format | Year-round performer, used by big brands | Cold |
+| **B** | Static Images | Quick to launch, moderate results | Warm |
+| **B** | Testimonial Screenshots | Easy social proof — but easily faked, limited trust | All stages |
+| **C** | Discount-Heavy Ads | Trains customers to wait for sales. Erodes LTV | Avoid unless liquidating |
+| **D** | Cinematic Production | Expensive to produce, frequently tanks in ad accounts | Almost never |
+
+**Key insight**: Spending $10K on a cinematic ad that tanks is common. A $50 UGC video shot on an iPhone routinely outperforms it. Production value ≠ performance.
+
+---
+
+## V. Modular Ad Creation System
+
+### The Hook × Meat × CTA Framework
+
+Every ad has three parts. Produce each independently, combine in post-production:
+
+```
+50 Hooks × 3-5 Meats × 1-3 CTAs = 150-750 ad variations per week
+```
+
+Meta's Andromeda algorithm rewards **variety**. More creative variations = better distribution.
+
+### Step 1: Write 50 Hooks
+
+5 sources for hooks:
+
+| Source | How to Find |
+|---|---|
+| Winning previous ads | Pull from your best performers' opening lines |
+| Your free content | Top-performing organic post hooks |
+| Competitors' ads | Meta Ad Library → search competitor brands |
+| Competitors' content | Their viral organic posts' opening hooks |
+| Platform ad libraries | Facebook Ad Library, TikTok Creative Center |
+
+Spread hooks across **awareness levels**:
+- **Unaware**: "Most people don't know this about [category]..."
+- **Problem-aware**: "Tired of [specific problem]?"
+- **Solution-aware**: "There's a better way to [desired outcome]..."
+- **Product-aware**: "Here's why [product] is different..."
+
+### Step 2: Write 3-5 Meats
+
+The meat educates the customer on the offer, product, solution, or problem.
+
+| Format | What It Does | When to Use |
+|---|---|---|
+| Demonstration | Shows product in action | Product needs explanation |
+| Testimonial | Customer shares experience | Building trust |
+| Educational | Teaches something valuable | Establishing authority |
+| Story | Narrative arc with product | Emotional connection |
+| Faceless | Voiceover + visuals, no face | Scale without creator dependency |
+
+### Step 3: Write 1-3 CTAs
+
+A good CTA tells the viewer: what to do, where to go, what they'll get, how fast, and why now.
+
+### Step 4: Film and Edit
+
+In one filming session, record ALL hooks, ALL meats, ALL CTAs. Edit every combination in post. One day of filming = one week of ad variations.
+
+---
+
+## VI. Horizontal Scaling Strategy
+
+### Persona-Specific Targeting
+
+Same core message, rewritten for each specific audience segment.
+
+**How it works with Andromeda**: Meta's algorithm reads ad text and video transcript to determine who sees the ad. If your ad says "If you own a dental practice..." — it gets served to dental practice owners. Specificity in copy = algorithmic precision in targeting.
+
+**Example**: One workshop offer → 50 variations:
+- "If you own a chiropractic clinic..."
+- "If you run a dental practice..."
+- "If you manage a marketing agency..."
+
+Each variation: **~$100/day spend ceiling**. Combined: massive volume across niches.
+
+### Balancing Horizontal and Hero Ads
+
+| Ad Type | Daily Spend | Purpose | Volume |
+|---|---|---|---|
+| Persona-specific | ~$100/day each | Niche targeting, high relevance | Many (50+) |
+| Hero/Universal | $1,000+/day | Broad reach, high spend | Few (3-5) |
+
+**The balance**: Persona-specific ads fill the top of funnel with highly targeted leads. Hero ads do the heavy lifting on volume. You need both.
+
+- Horizontal scaling = easy to produce (change one word/hook per variation)
+- Hero ads = harder to create but can absorb large budgets
+- Don't rely solely on either — diversify spend
+
+Cross-reference: `app-growth` §V (AI Content Playbook) for generating persona-specific variations at scale with AI.
+
+---
+
+## VII. Anti-Patterns
+
+| # | Anti-Pattern | Correction |
+|---|---|---|
+| 1 | **Running ads without knowing unit economics** | Calculate ROAS threshold, CPA budget, and profit per sale BEFORE spending |
+| 2 | **$5/day budget expecting results** | Daily budget ≥ product price. Low budgets produce no signal, just slow burn |
+| 3 | **Cinematic production ads** | UGC outperforms cinematic in nearly every test. Expensive ≠ effective |
+| 4 | **Same ad for all audiences** | Cold/Warm/Hot need different creative and different ROAS expectations |
+| 5 | **Discount-heavy acquisition** | Trains customers to wait for sales. Erodes LTV and brand value |
+| 6 | **Skipping organic testing** | Never run paid on content that hasn't proven itself organically first |
+| 7 | **Single ad creative** | Andromeda rewards variety. Modular system (Hook×Meat×CTA) > single hero |
+| 8 | **Generic agency for social media** | Agencies posting 19 Mayıs content = zero ROI. Niche expertise or self-manage |
+| 9 | **Quitting before 90 days** | Meaningful campaign data requires minimum 90-day commitment |
+
+---
+
+## VIII. Quick Reference Checklists
+
+### "Launch a Meta Ads Campaign"
+
+- [ ] **1. Calculate ROAS threshold** → 1 / profit margin = your breakeven ROAS
+- [ ] **2. Know cost per sale** → CPM ÷ CTR ÷ CVR = CPA. Does margin exceed CPA?
+- [ ] **3. Set daily budget ≥ product price** → $28 product = $28/day minimum
+- [ ] **4. Commit to 90-day minimum** → Budget total = daily × 90. Comfortable to lose?
+- [ ] **5. Test content organically first** → VSC framework from `app-growth` §III
+- [ ] **6. Set up 3 audiences** → Cold (interest) / Warm (engaged) / Hot (cart+purchase)
+- [ ] **7. Create exclusive warm/hot content** → Videos never posted on profile
+- [ ] **8. Build modular ad system** → 50 hooks × 3-5 meats × 1-3 CTAs
+- [ ] **9. Add persona-specific variations** → Horizontal scale at $100/day each
+- [ ] **10. Track ROAS per temperature daily** → Shift budget toward highest ROAS
+
+### "Evaluate Ad Creative"
+
+- [ ] **1. Shows what customer gets?** → Not cinematic fluff, but real product/service/experience
+- [ ] **2. Under 1 minute?** → Social media hates slow
+- [ ] **3. Clear CTA?** → Viewer knows exactly what to do next
+- [ ] **4. Performed organically first?** → No organic traction = don't boost
+- [ ] **5. S-tier format?** → UGC, product demo, problem/solution, or influencer whitelisting?
+- [ ] **6. Targets specific persona or awareness level?** → Not generic "everyone" messaging
+
+### Sources
+
+Based on 6 video transcript analyses: Peynere/Onur Naci Öztürkler (e-commerce ROAS, Meta funnel architecture, influencer selection), loman.jens (2025 top ad formats), nathan.perdriau (Hormozi horizontal scaling, Andromeda), revelloughlin (Facebook ad budget math, CPM/CTR/CVR), Alex Hormozi (modular Hook×Meat×CTA framework), bazouzii (2026 ad type tier list).
+
+</system_instructions>