# Weekly Paid-Ads Optimization — Brief

> ⚠️ Illustrative — fictional brand, competitors, and figures; not real marketing data about any real company.

**Brand:** Lumora — a *fictional* DTC sleep brand (illustrative). Flagship product is the *Lumora Weighted Silk Duvet* ($229), sold direct at lumora.co.
**Channels:** Meta (Advantage+ and manual prospecting) + Google Ads (Search brand + non-brand, PMax).
**Account goal:** Hit a blended CPA ≤ $58 at ≥ 3.2x ROAS while scaling spend.
**This run:** **Week 7** of the optimization program. Spend last week: $14,300.

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## This week's numbers (vs. prior 4-week average)

| Metric | This week | 4-wk avg | Δ |
|---|---|---|---|
| Blended CPA | **$71** | $58 | **+22%** |
| Blended ROAS | 2.6x | 3.3x | −21% |
| Meta CTR (all) | 0.9% | 1.3% | −31% |
| Meta hero-video CTR | **0.7%** | 1.4% | **−50%** |
| Meta frequency (prospecting) | 4.8 | 3.1 | +55% |
| Google non-brand CPA | $66 | $54 | +22% |
| Google brand CPA | $19 | $18 | +6% |
| Landing CVR (PDP) | 2.1% | 2.4% | −13% |
| Landing CVR (quiz funnel) | 3.9% | 3.8% | +3% |

**Audience signals (this week):**
- Best-converting segment remains *gift-intent* shoppers (CVR 4.4%); they over-index in the quiz funnel.
- *Hot-sleeper* interest stack CVR fell to 1.6% (was 2.9%) — likely seasonal as spring warms.
- Lookalike-1% (purchasers) still the top prospecting audience by ROAS (3.1x); LAL-3% fell to 1.9x.

**Competitor moves (this week):**
- Two competitors (Competitor A, Competitor B — both fictional) launched spring sales (15–20% off) on Meta — observed via ad library; auction CPMs up ~18% on hot-sleeper interests.
- Competitor B pushing a new "cooling" angle hard in video.

**Operational notes:**
- Hero video is the 0:30 "unboxing → first night" cut; it's been live unchanged for 5 weeks.
- No site or pricing changes shipped this week. Quiz funnel and PDP both unchanged.

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## Running brand context (the accumulated playbook)

The optimization program keeps a brand memory at `memory.md` (this is the brand's paid-ads
playbook, grown one learning per week from weeks 1–6). The hypothesis step **must read it**
and must not re-propose experiments memory has already settled. As of the start of week 7 it
records, among other entries:

- **Long-story video beats short hooks ~1.8x** for this audience (week 2 winner; do not re-test short punchy hooks).
- **Wednesday 9am ET is the best launch slot**; Sunday launches underperform (week 3).
- **Gift-intent is the highest-LTV segment**; quiz funnel converts them ~2x the PDP (week 4).
- **Free-shipping framing > %-off framing** for this list (week 5 A/B winner, +11% CVR; %-off retired).
- **Static "before/after sleep-score" creative is fatigue-resistant**; refresh hero video ~every 4 weeks (week 6).

> The brand memory is a faithful lift of `product-marketing`'s `.agents/product-marketing.md`
> context document: a persistent file every downstream skill reads so the work is brand-specific,
> not generic. Here it is the thing that makes the GROW loop visible — the hypothesis node's output
> in week 7 is shaped by what weeks 1–6 already proved.

## Deliverable asked for

One test to ship this week (design + variants), a launch & tracking checklist, and the
updated brand playbook.
