Sql-server – Slow proc Used to take a few seconds now takes well over a minute

this is expensive

where fullname like '%london%'

could you use?

where CityName    = 'london'  
   or CountryName = 'london'
   or AsciiName   = 'london'

better yet

where CityName    = 'london'

First let's do a quick summary of the query plan for that insert query. SQL Server scans all rows from HVentas_1 to create the hash build and finds 0 relevant rows. It then scans through TR_TAB_OLAP_HVentas and stops if/when it finds 5 distinct rows such that v.fecha > @FechaMovimiento and that don't match a row in HVentas_1. You have an index defined on the table but SQL Server doesn't use it in the query plan that you uploaded. The worst case for performance should be when @FechaMovimiento is a value that doesn't match any rows in the table. In that case SQL Server will scan all 70 million rows from the table only to insert 0 rows. The number of rows inserted isn't relevant here. What's important is the amount of work that SQL Server did to find the rows to insert.

For the actual plan that you uploaded, SQL Server had to scan 70037142 rows from the heap before it found five distinct rows. It seems as if you had a very selective value for the variable, but you're using a local variable in a stored procedure without a RECOMPILE hint. You could be running into an issue with parameter sniffing. In any case, try it again with a RECOMPILE hint. That will allow SQL Server to build a query plan that accounts for the value of the local variable. This should be fine unless you're running this stored procedure hundreds of times per second. With better information, the query optimizer can make more informed decisions about when to use an index. Using an index here is likely to lead to better performance.

As a side node, you have a CCI that only has ten rows. Will that table continue to be that small? If so that may not be a good candidate for columnstore.