TL;DR
Meta is carrying the program; LinkedIn is not. Meta drives leads at $5–8 each on the Restaurant Rank magnet; LinkedIn is spending ~$285/wk at 0.6% CTR and ~$500 per conversion on one fatigued creative. Two Meta creatives are clear SCALE candidates; the whole ABM campaign and LinkedIn's Videos campaign are burning money.
$284.42
LinkedIn spend · 7d
$5.94
Best Meta cost / result
~$509
LinkedIn cost / conv (28d)
1 · Meta — Sail campaigns only (act_305550522185383 “Hotel 32 32”)
14 Sail campaigns in the account (5 active). Scope enforced: no client-hotel campaigns read or reported.
| Campaign (7d) | Spend | Impr. | CTR | CPC | Results | Cost/result |
|---|
| Sail Restaurant Lead Magnet 3 | $612.10 | 14,207 | 7.29% | $0.59 | 103 signups | $5.94 |
| Sail Lead Magnet | $69.05 | 33,242 | 1.07% | $0.19 | 9 leads | $7.67 |
| Sail Lead Magnet – ABM | $34.68 | 636 | 0.63% | $8.67 | 0 | — |
| Sail SBB | $7.07 | 363 | 2.75% | $0.71 | 7 lead-forms | $1.01 |
28-day: Sail total spend $4,146. Restaurant LM 3 $1,997 → 160 signups ($12.48, improving to $5.94 in the last 7d as it ramps). Sail Lead Magnet $1,516 → 107 leads ($14.17). ABM $246 → 1 result ($246). Restaurant “signups” = the fb_pixel custom conversion on the Restaurant Rank report.
Creative ranking — SCALE / HOLD / PAUSE (recommendations)
| Creative | 7d spend | CTR | Freq | Cost/result | Call |
|---|
| Restaurant Rank – “79% Skip You” | $326.10 | 9.33% | 1.6 | $5.53 | SCALE |
| Nearby Search Visibility Gap – Feed+Stories | $242.59 | 6.44% | 1.4 | $6.56 | SCALE |
| Restaurant Rank – “0 of 81 Map Points” | $35.07 | 3.7–4.5% | 1.3 | $2.26–7.07 | HOLD |
| Sail Lead Magnet – “Video 2 – Not Gradient” | $30.23 | 0.9–1.1% | 1.5 | $2.56–12.56 | HOLD |
| SBB – “Merged Ads” | $7.07 | 2.75% | 1.1 | $1.01 | HOLD |
| ABM – all video/static (STAR, Gradient, Static Image 2) | ~$27 | 0.5–1.3% | 2.9–3.0 | $50–65 | PAUSE |
| “Restaurant Rank IG Ad B – Life…” (video) | 28d $300 | 1.1–1.8% | 1.1–1.4 | $21–38 | PAUSE |
Why: The two SCALE creatives share one pattern — a specific loss-framed number (“79% skip you”, “0 of 81 map points”). They out-convert every video in the account 4–6×. The ABM ads are fatigued (frequency ~3.0) and cost 10× more per result. The Restaurant-Rank video loses badly to the Restaurant-Rank static — worth noting before any new video spend.
2 · LinkedIn — full account (512779887, “Marketing Comp Set”)
| Campaign | 7d spend | 28d spend | CTR (28d) | CPC | Conv (28d) |
|---|
| Images (478068884) | $284.42 | $1,018.02 | 0.56% | $14.34 | 2 |
| Videos (485370204) | $0.00 | $259.89 | 0.35% | $19.99 | 0 |
Read: One image creative (id 1137392584) absorbed $961 over 28d for 2 conversions (~$480 each). The Videos campaign spent $260 for zero conversions and has stalled delivery. Even allowing for LinkedIn’s higher CPMs, a 0.5% CTR says the creative/targeting is the problem, not the channel price. Recommend: refresh the LinkedIn creative (port the winning Meta hooks below) before spending another dollar; treat the Videos campaign as PAUSE-worthy until it has a working creative. Recommendation only — no changes made.
3 · Site & lead-magnet
Clarity: the Data-Export API returned 403 today (single-project token, likely daily export quota exhausted) — no fresh session recordings this run. Recommendations below are inferred from ad-conversion behaviour, not Clarity.
- Restaurant Rank magnet is the strongest asset Sail has. The “79% skip you” and “nearby search visibility gap” hooks convert on Meta at $5–8. Make one of them the hero headline of the Restaurant Rank landing page rather than only living in ad copy.
- LinkedIn conversion path is the weak link. $500/conv vs Meta’s $6 is mostly a landing-fit gap. Recommend a LinkedIn-specific landing variant in DOSM/marketing-director language, and A/B the proven Restaurant-Rank hook on LI traffic.
- Next run: re-pull Clarity once quota resets to confirm rage/dead-click and scroll-depth friction before shipping any page change.
4 · New angles to test (copy only — no ads built)
Built on the winning pattern: one concrete, loss-framed number the prospect can picture. Same concept per variant, tuned per platform.
A · “The 3-mile blind spot”
ConceptDiners searching within 3 miles never see you — quantified.
MetaHeadline: 3 miles away and they still can’t find you. Primary: When someone nearby searches “dinner near me,” your restaurant should be the answer. For most independents, it isn’t. See exactly where you rank — free Restaurant Rank report.
LinkedInHeadline: Your restaurant is invisible to the diners closest to you. Primary: Local search decides who walks in tonight. Run a free Restaurant Rank report to see every nearby search you’re missing — and what it’s costing in covers.
B · “Rank #1 or nowhere”
ConceptThere is no page 2 of “near me” — you’re the pick or you’re gone.
MetaHeadline: There’s no page 2 for “restaurants near me.” Primary: 81 map points decide who gets the reservation. See how many you own — free in 60 seconds.
LinkedInHeadline: On “near me,” second place is invisible. Primary: Metasearch and map results are winner-take-most. Benchmark your visibility across every nearby query with a free Restaurant Rank report.
C · “The commission math” (hotel)
ConceptEvery OTA booking is a 15–25% tax you can shrink.
MetaHeadline: OTAs took 20% of that booking. Again. Primary: Every direct booking keeps the margin the OTA would’ve skimmed. See where your direct-booking gaps are — free hotel marketing comparison.
LinkedInHeadline: How much of last month’s revenue went to OTA commission? Primary: Sail helps independent hotels win the direct booking. Get a side-by-side marketing comparison — no retainer, pay only per stay.
D · “Pay only when they stay”
ConceptLead with the pay-per-stay model as the risk-reversal hook.
MetaHeadline: Hotel marketing you only pay for when guests actually stay. Primary: No retainer. No upfront fees. Sail runs your Google, social and metasearch and gets paid per booked stay. See how it compares.
LinkedInHeadline: Performance-aligned hotel marketing — you pay per stay, not per month. Primary: For independent hotels tired of agency retainers with no accountability. Compare Sail against your current stack, free.
5 · Competitor research
Meta Ad Library API and the Clarity export were both unavailable to this run (app-permission / quota). No new competitor pulls this cycle. The account’s own data already points the next tests: specific-number loss-framing beats generic value-prop and beats video for Sail’s ICP — the angles above lean into that rather than chasing competitor imitation.