Ad Spend Optimizer

ad-spend-optimizer

Analyze paid advertising performance across channels and recommend budget reallocation to maximize ROAS and minimize CAC. Use when: planning quarterly ad budget allocation, diagnosing underperforming ad channels, deciding whether to scale spend on a channel, calculating marginal ROI across Google...

guia-matthieu/clawfu-skills·0installs149stars

SKILL.md

Full skill instructions

Ad Spend Optimizer

Analyze paid advertising performance across channels and recommend budget reallocation to maximize ROAS and minimize CAC.

When to Use This Skill

Quarterly budget planning — reallocate spend based on performance data
Channel mix optimization — find the right balance across platforms
Performance troubleshooting — diagnose why CAC is rising or ROAS declining
Scaling decisions — determine if a channel has headroom to scale
New channel testing — structure test budgets with clear success criteria

Methodology Foundation

Aspect	Details
Source	Marginal ROI optimization + portfolio theory for marketing
Core Principle	Allocate each dollar where the marginal return is highest — shift spend from diminishing-returns channels to underspent ones
Framework	70/20/10 — 70% proven channels, 20% optimization tests, 10% new channel experiments

What Claude Does vs What You Decide

Claude Does	You Decide
Calculates ROAS, CAC, and CPL per channel and campaign	Total budget constraints
Identifies diminishing returns and reallocation opportunities	Risk tolerance for new channels
Models projected outcomes for different allocation scenarios	Business priorities and brand considerations
Creates monitoring dashboards and alert thresholds	Platform selection and creative direction

Instructions

Step 1: Audit Current Performance

Collect these metrics per channel and campaign:

Metric	Formula	Healthy Range
ROAS	Revenue ÷ Ad Spend	>3:1 for most B2B/B2C
CAC	Ad Spend ÷ New Customers	<LTV ÷ 3
CPL	Ad Spend ÷ Leads	Varies by industry
CTR	Clicks ÷ Impressions	>1% search, >0.5% social
Conv Rate	Conversions ÷ Clicks	>2% landing pages

Validation checkpoint: If data is missing for any channel, flag it — incomplete data leads to wrong reallocations.

Step 2: Attribution Analysis

Choose the model that matches the business:

Model	Best For	Trade-off
Last Click	Direct response, short cycles	Ignores awareness
First Click	Awareness campaigns	Ignores conversion assist
Linear	Balanced multi-touch view	Dilutes signal
Time Decay	Shorter sales cycles	Biases toward bottom-funnel
Position-Based	Balanced with emphasis	May miss mid-funnel
Data-Driven	Sophisticated, enough data	Requires volume

Step 3: Calculate Marginal ROI

For each channel, answer: Where does the next $1 produce the most return?

Signal	Meaning	Action
CAC well below target	Headroom to scale	Increase spend 50%, monitor weekly
CAC at target	Optimized	Maintain, test creative
CAC above target	Diminishing returns	Reduce spend, reallocate
Low volume, good CAC	Underinvested	Scale cautiously (2x)
High volume, rising CAC	Hitting ceiling	Cap spend, diversify

Step 4: Model Reallocation Scenarios

Build 3 scenarios (conservative, moderate, aggressive) showing projected leads, CAC, and ROAS at each budget level. Include:

Per-channel breakdowns with expected performance
Warning thresholds — CAC levels that trigger spend cuts
Implementation timeline — weekly changes, not all at once

Step 5: Implement and Monitor

Weekly monitoring checklist:

Spend pacing vs. plan
CAC by channel vs. target
Lead volume vs. forecast
Any channel crossing warning threshold?

Scaling rule: If CAC stays 15%+ below target for 2 consecutive weeks, increase spend by 25%. If CAC exceeds target for 2 weeks, reduce by 25%.

Examples

Example: B2B SaaS Budget Reallocation

Input: $100K/month — Google ($50K), Meta ($30K), LinkedIn ($15K), Other ($5K). Target: $200 CAC, 500 leads/month. Current: 395 leads, $253 CAC.

Diagnosis:

Google Display ($15K → 30 leads, $500 CAC) — cut entirely
Meta Lookalike ($15K → 85 leads, $176 CAC) — star performer, scale
LinkedIn Lead Gen ($5K → 10 leads, $500 CAC) — cut

Proposed reallocation:

Channel	Current	Proposed	Expected CAC
Google Ads	$50K	$35K	$206
Meta	$30K	$50K	$196
LinkedIn	$15K	$8K	$286
Testing	$5K	$7K	Variable

Projected result: 473 leads (+20%), $211 CAC (-17%).

Skill Boundaries

What This Skill Does Well

Analyzing multi-channel ad performance from provided data
Recommending budget shifts based on marginal ROI
Modeling reallocation scenarios with projected outcomes
Creating monitoring frameworks with alert thresholds

What This Skill Cannot Do

Access ad platform accounts or pull live data
Make real-time bid adjustments or campaign changes
Evaluate creative quality (headlines, images, video)
Account for brand lift or offline conversion effects

References

Google Ads Optimization Guide
Meta Business Suite Best Practices
LinkedIn Marketing Solutions
Common Thread Collective — ad spend allocation methodology

Related Skills

google-ads-expert — Google-specific campaign optimization
aarrr-metrics — Full funnel view beyond paid acquisition
growth-loops — Sustainable growth beyond paid channels

Install skill

Copy and run in your terminal

npx -y skills add https://github.com/guia-matthieu/clawfu-skills --skill ad-spend-optimizer

View on GitHub

skills/acquisition/ad-spend-optimizer/SKILL.md

landing-page-optimizer
Optimize landing pages for maximum conversions using proven frameworks from Unbounce and Oli Gardner—apply the \"one goal, one message, one action\" principle with data-driven design, copy, and CTA best practices. Use when: **Create a new landing page** for a campaign; **Optimize an existing land...
0 installs
nurture-sequences
Transformez l'attention en conviction avec des séquences email evergreen qui font progresser les leads de curiosité → confiance → call booké, basé sur la méthodologie A5 du Marketing Swarm de Lasse Flagstad. Use when: **Créer une séquence evergreen** - Emails automatiques qui tournent indéfinimen...
0 installs
competitor-monitor
Monitor competitor websites for changes. Use when: tracking competitor pricing changes; monitoring new features; watching for content updates; alerting on website changes; competitive intelligence
0 installs
rlm
Process large codebases (>100 files) using the Recursive Language Model pattern. Orchestrates parallel sub-agents to map-reduce across files without context rot. Use when: analyzing large repositories; auditing security or auth across many files; finding patterns across 50+ files; processing larg...
0 installs

More skills from guia-matthieu

guia-matthieu/clawfu-skills

lead-qualification-meddic

Qualify enterprise opportunities using MEDDIC/MEDDPICC framework for complex B2B sales cycles

149 0

View

guia-matthieu/clawfu-skills

expansion-signals

Identify upsell and cross-sell opportunities through usage patterns, growth signals, and account behavior analysis

149 0

View

guia-matthieu/clawfu-skills

content-writing

Create ridiculously good content using Ann Handley's \"Everybody Writes\" methodology—practical, reader-focused writing that serves your audience and achieves your goals. Use when: **Write blog posts** that engage and convert readers; **Create email content** that gets opened and clicked; **Craft...

149 0

View

guia-matthieu/clawfu-skills

podcast-seo

Optimize podcast content for search engines using transcripts, structured show notes, and strategic keyword targeting to drive organic discovery. Use when: Launching a new podcast and planning for discoverability; Adding transcripts to existing episodes for SEO benefit; Optimizing show notes for ...

149 0

View

guia-matthieu/clawfu-skills

brand-strategy

Create distinctive brands that customers choose because they believe there's no substitute, using Marty Neumeier's Brand Gap and Zag frameworks Use when: **Building a new brand** from scratch (startup, product, service); **Repositioning an existing brand** that's become commoditized; **Defining b...

149 0

View

guia-matthieu/clawfu-skills

lead-scoring

Build and apply lead scoring models combining firmographic fit, behavioral signals, and intent data for sales prioritization

149 0

View

guia-matthieu/clawfu-skills

lead-qualification-bant

Qualify leads using the BANT framework (Budget, Authority, Need, Timeline) with discovery questions and scoring criteria

149 0

View

guia-matthieu/clawfu-skills

pricing-strategy

Design products around price using Madhavan Ramanujam's \"Monetizing Innovation\" methodology—determine willingness to pay before you build, not after. Use when: **Set pricing for a new product** before or during development; **Validate willingness to pay** before investing in features; **Structu...

149 0

View

guia-matthieu/clawfu-skills

product-discovery

Build products customers actually want. Apply Marty Cagan's Silicon Valley-tested framework to discover solutions that are valuable, usable, feasible, and viable. Use when: **New product development** when validating what to build; **Feature prioritization** to ensure you're solving real problems...

149 0

View

guia-matthieu/clawfu-skills

cognitive-biases

Apply Kahneman and Thaler's behavioral economics principles to marketing—understand how customers actually make decisions and design experiences that work with human psychology, not against it. Use when: **Improve conversion rates** by removing friction and applying behavioral nudges; **Design pr...

149 0

View

guia-matthieu/clawfu-skills