TL;DR. Meta is the efficient engine — 240 hotel leads at $14.81 on the Sail Lead Magnet, with video creatives clearing $3–7 CPL. Restaurant Rank hooks pull cheap traffic (79% Skip You at 7.55% CTR). LinkedIn is ~28× more expensive per conversion; the 'Images' campaign is the main leak, while Shahar's Thought Leader post is the standout (4.03% CTR). Clarity review blocked today (403). Nothing activated, paused, re-budgeted, or edited — recommendations only.
Meta — performance
$14.81
Sail Lead Magnet CPL
| Campaign (28d) | Spend | Impr | CTR | CPC | Leads · CPL | Note |
|---|
| Sail Restaurant Lead Magnet 3 | $2,153 | 88,293 | 2.99% | $0.81 | LPV-tracked | Restaurant Rank hook set |
| Sail Lead Magnet | $1,777 | 732,350 | 1.15% | $0.21 | 240 · $14.81 | Hotel lead engine — top |
| Sail Restaurant Lead Magnet | $360 | 118,260 | 1.65% | $0.18 | LPV-tracked | Cheap LPV restaurant set |
| Sail Rest. Lead Magnet - Lead Restaurant | $350 | 14,046 | 1.43% | $1.74 | 0 (native form) | Newer lead-form test |
| Sail Lead Magnet - ABM | $174 | 3,572 | 1.06% | $4.57 | 0 · freq 4.32 | Fatigued, expensive |
| Sail SBB | $28 | 1,323 | 1.81% | $1.16 | 0 | Low volume |
7d Sail spend $1,044 · 30 hotel leads. Restaurant campaigns convert via a custom pixel + landing-page views (Restaurant Rank report), not native lead actions — judged on cost/LPV.
Meta — creative: Scale / Hold / Pause
▲ SCALE
[05] Video Plain - Pre-flight check — $3.60 CPL · 2.29% CTR · Best hotel CPL
Video 2 - Not Gradient — $6.90 CPL · 106 leads · Top volume lead driver
Video 1 - Gradient — $6.00 CPL · 42 leads · Strong efficient volume
[03] Video Gradient - Fall shoulder — $5.50 CPL · Cheap + seasonal angle
Restaurant: 79% Skip You — 7.55% CTR · $1.0/LPV · Top restaurant hook
Restaurant: Nearby Search Visibility Gap — $0.2–0.3/LPV · vol · Cheapest restaurant LPV
■ HOLD
[04] Video Plain - Flat market — $11.5 CPL · Mid — keep, watch
[13] Image Feed - Rate position — $8.7 CPL · Acceptable image
Static Image 3 — $8.2 CPL · freq 3.4 · OK but fatiguing
[03]/[06] Image Feed variants — $11–13 CPL · Borderline
▼ PAUSE
[01] Video Gradient - STAR report — $16.9 CPL · Worst hotel CPL
Static Image 2 (ABM) — $26.7/LPV · 0 leads · No traction, fatigued
Restaurant: 0 of 81 Map Points — $5.8/LPV · Expensive vs sibling hooks
video 1 - Restaurant Rank IG Ad B — $5.2/LPV · 1.25% CTR · Underperforms restaurant avg
Recommendations only — no ad was paused or scaled.
LinkedIn — performance (whole account, all Sail-owned)
$1,640
LinkedIn spend · 28d
| Campaign (28d) | Spend | Impr | CTR | CPC | Conv · CPA | Read |
|---|
| Images | $1,024 | 10,966 | 0.63% | $14.85 | 2 · $512 | PAUSE — worst efficiency |
| Videos | $208 | 3,074 | 0.42% | $15.96 | 1 · $208 | Watch |
| Sail - Hotel Marketing Comp | $144 | 2,181 | 0.64% | $10.29 | 0 | New (Aug 13) |
| Sail - Restaurant Rank VIDEO | $94 | 3,616 | 0.33% | $7.84 | 1 · $94 | New |
| Sail - Thought Leader (Shahar 20M) | $89 | 645 | 4.03% | $3.41 | 0 | New — best CTR/CPC |
| Sail - Restaurant Rank | $81 | 2,724 | 0.40% | $7.35 | 0 | New |
Audience hygiene. 780 companies served in 28d; delivery is diffuse — only ~$24 of spend is attributable at company level and no single non-ICP whale concentrates waste. Org-name resolution needs an org scope this ad token lacks, so no exclusions were auto-applied. Prior-flagged non-ICP names (Disney, Universal Orlando, Handshake, Chick-fil-A) carried to recommendations for approval.
Competitor angles worth testing
Triptease leads on OTA-commission-as-enemy and "SEO is dead / AI search"; Sojern on intent timing; Cloudbeds on the under-resourced independent; Northbeam/Triple Whale on pay-for-outcomes. Most overlap Sail's real differentiators — pay-per-stay and AI-search visibility — which rivals under-use.
New angle + copy proposals
1. OTA commission = the villain
Meta: "Every OTA booking skims 15–25%. Sail wins the guest back — direct, at zero commission."
LinkedIn: "Independent hotels lose 15–25% to OTAs on every stay. Pay-per-stay flips that math."
Why: Triptease runs it; hits ICP resentment head-on
2. You only pay when they stay
Meta: "No retainer. No setup fee. You pay only when a guest books AND stays."
LinkedIn: "Marketing that bills on outcomes, not impressions — pay only for guests who actually stay."
Why: Sail's model IS the proof; disarms agency-burned skeptics
3. AI search: don't get left off ChatGPT
Meta: "Guests now ask ChatGPT where to stay. Is your hotel in the answer?"
LinkedIn: "AI search is reshaping hotel discovery. Sail puts you in the answer on ChatGPT & Perplexity."
Why: Timely, on-brand, under-used by rivals
4. Restaurant Rank free-audit curiosity
Meta: "81 map points near you. Your restaurant ranks #13. See where — free Restaurant Rank check."
LinkedIn: "Is your restaurant winning local + AI search? Free Restaurant Rank report."
Why: Extends the 79%-Skip winner's curiosity hook
Copy only — no paused ads were built (Shahar hasn't requested creation this run).
Recommended actions (approval required)
1. Scale the $3–7 CPL hotel winners Shift delivery toward Video 2, Video 1, [05] Pre-flight check, [03] Fall shoulder. All under $7 CPL vs $20 blended.
2. Scale restaurant top hooks 79% Skip You (7.55% CTR) and Nearby Search Visibility Gap ($0.2–0.3/LPV) are the cheapest restaurant traffic. Push these; retire 0-of-81 Map Points and IG Ad B.
3. Trim high-CPL laggards [01] STAR report ($16.9 CPL) and ABM Static Image 2 (0 leads, freq 4.32) are dragging the blend.
4. Rebalance LinkedIn spend LinkedIn cost/conv is ~28× Meta ($410 vs $14.81). Pause 'Images' ($512/conv) and redirect; give the new Sail-named campaigns a hard 2-week efficiency test.
5. LinkedIn Thought Leader is the bright spot Shahar's 20M-post campaign: 4.03% CTR, $3.41 CPC — 5× the account's other CTRs. Worth more budget once conversions register.
6. Refresh fatiguing statics Sail Lead Magnet freq 2.87; Static Image 3 freq 3.4; ABM freq 4.32. Queue fresh creative before further decay.
7. Restore Clarity access Clarity export API returned 403 (daily quota / token). Site + lead-magnet UX review could not run today — refresh CLARITY_DATA_EXPORT_TOKEN or raise the call quota.
8. LinkedIn exclusions still pending Yesterday flagged Disney, Universal Orlando, Handshake, Chick-fil-A as non-ICP. Company-level delivery today is diffuse ($24 attributable across 780 orgs) and org-name resolution needs a scope this token lacks. Recommend Shahar approve the 4 exclusions so they can be applied with verified URNs.