Sail CMO · daily marketing brief
Sail-named campaigns only in Hotel 32 32 (act_305550522185383) · LinkedIn 512779887 · data through 29 Sep · recommendations only — nothing was written, activated, paused or deployed this run
Meta hotel CPQL 7d is $86.31 (prior 7d $46.78, 28d $60.05). 18 qualified on $1,553.50. The all-source weekly CPQL ($64.73) is the highest of the last 6 weeks.
The main cause is lead mix. 14 of 32 complete Meta submissions (44%) came from flag-brand hotels (Marriott, Hilton, Wyndham, IHG, Choice, Radisson). The week before it was 24%. 12 of the 14 came from the two US-national sets (US 2 TEST and US 2 35+). None of the 4 main hotel ads (Video 2, Pre-flight check, STAR report, What if) says "independent", so a national US audience brings franchise GMs. The geo sets had 1 flag lead in 9, but their volume fell: 23 submissions vs 53 the week before.
US 2 TEST: $604.65 for 7 qualified = $86.38 (prior $38.93). Pre-flight check took $554.14 (92%) of it: 6 qualified, and 7 of its 13 complete leads were flag brands. The CBO is back at $110 since 29 Sep 12:11 UTC (your yes).
29 Sep: $273.20 spend, 9 submissions, 2 complete, 1 qualified. Meta over-reports leads: 49 Meta leads vs 32 complete submissions in Supabase over 7d (+53%).
New live creative: [21] Video Plain — "What if, side by side" went live on 29 Sep (17:43–18:10 UTC) in 12 active ad sets. Day 1: $34.84, no submissions yet. First fair read: 6 Oct.
Qualified definition used: the fallback rule, not Zoho. 776 of 891 lead ids were found in Zoho; every one is Partial Lead (457) or Incoming (319). No lead is in a qualified stage, so Lead_Status is not maintained. Qualified = complete submission (real email, not pending@partial…) at an independent / small-brand property, major flag brands excluded. Restaurant spend is kept out of the hotel denominator.
| Window | Platform | Spend | Subs | Partial | Qualified | CPL | CPQL |
|---|---|---|---|---|---|---|---|
| 7d (23–29 Sep) | Meta | $1,553.50 | 75 | 43 (57%) | 18 | $20.71 | $86.31 |
| 7d (23–29 Sep) | $26.63 | 0 | 0 | 0 | — | — (0 qualified) | |
| 7d (23–29 Sep) | other / no UTM | — | 15 | 6 (40%) | 6 | — | — |
| prior 7d (16–22 Sep) | Meta | $1,450.29 | 89 | 48 (54%) | 31 | $16.30 | $46.78 |
| prior 7d (16–22 Sep) | $144.16 | 0 | 0 | 0 | — | — (0 qualified) | |
| 28d (2–29 Sep) | Meta | $5,524.41 | 320 | 185 (58%) | 92 | $17.26 | $60.05 |
| 28d (2–29 Sep) | $441.85 | 0 | 0 | 0 | — | — (0 qualified) | |
| 28d (2–29 Sep) | other / no UTM | — | 57 | 26 (46%) | 22 | — | — |
Where the flag-brand leads come from (Meta, complete submissions):
| Window | Group | Spend | Subs | Complete | Flag brands | Qualified | CPQL |
|---|---|---|---|---|---|---|---|
| 7d | US-national (US 2 TEST + US 2 35+) | $800.30 | 46 | 22 | 12 (54%) | 10 | $80.03 |
| 7d | Geo sets (QRoo, Sun Belt, Indian Ocean, DR+PR, South Pacific) | $642.97 | 23 | 9 | 1 (11%) | 8 | $80.37 |
| 7d | Retargeting + eblast | $110.23 | 6 | 1 | 1 | 0 | — |
| prior 7d | US-national | $493.27 | 33 | 16 | 5 (31%) | 11 | $44.84 |
| prior 7d | Geo sets | $824.88 | 53 | 23 | 5 (21%) | 18 | $45.83 |
| 28d | US-national | $1,540.13 | 103 | 50 | 24 (48%) | 26 | $59.24 |
| 28d | Geo sets | $2,889.10 | 171 | 73 | 17 (23%) | 56 | $51.59 |
| 28d | Retargeting + eblast + other | $1,095.18 | 46 | 12 | 2 | 10 | $109.52 |
Restaurant Rank (CPL only, exempt): Meta 28d $539.19 / 35 leads = $15.41; LinkedIn 28d $175.25 / 11 conv = $15.93. Both paused; $0 this week.
Source: admin_settings.sail_geo_seasonality_calendar, version 2026-09-17 (13 days old, ALERT-D does not fire). Horizon: today to 30 Oct. The calendar's ad-set map is stale since the 23 Sep split; the table uses live targeting.
| Alert | Geo | Ad set | Flip | Days | 28d CPQL |
|---|---|---|---|---|---|
| A active → peak | Arizona, Florida, Nevada | 120248864312480641 (Sun Belt, $35/day) | UP 1 Oct | 1 | $39.62 (12 qual) · 7d $98.29 |
| A active → peak | Seychelles | 120248863804710641 (Indian Ocean, $15/day) | UP 1 Oct | 1 | $37.25 (13 qual) · 7d $105.95 |
| A active → peak | Mauritius + Seychelles | 120248304126850641 (old Indian Ocean set, ACTIVE in CBO) | UP 1 Oct | 1 | $80.33 (2 qual) |
| B bench → trough | Fiji | 120249181998330641 (PAUSED, $5/day) | DOWN 15 Oct | 15 | $26.55 (2 qual, via old South Pacific set) |
| C peak today | Fiji; Vanuatu/Samoa/Tonga/Niue | 120248304151720641 (old South Pacific set, ACTIVE, $12.73 7d) | in peak | — | $26.55 (2 qual) |
| C (residual) | Canada; Ohio | Canada only in retargeting sets; Ohio only via US 2 TEST (national). TX+OH set 120249340276410641 is PAUSED. | in peak | — | — |
| E unverified | Reunion+Mayotte (low conf.); VU/WS/TO/NU (no amplitude) | 120248863804710641; 120248304151720641 | — | — | $37.25; $26.55 |
Top alert: Sun Belt (AZ/FL/NV), Seychelles and Mauritius flip into peak tomorrow, 1 Oct. Both live sets for these geos already weakened this week: Sun Belt 7d $98.29 (prior $26.85), Indian Ocean 7d $105.95 (prior $28.50). The counts are small (2 and 1 qualified), but the direction matches the seasonality thesis. Decision 4 takes Sun Belt to $20/day; decision 3 pauses the old Indian Ocean set.
Fiji goes into its trough on 15 Oct (15 days). The paused Fiji set 120249181998330641 exists, and [21] What if is already loaded in it (paused). It is the first counter-seasonal rotation candidate.
| Ad set | 7d spend | 7d subs / qual | 7d CPQL | prior 7d CPQL | 28d CPQL |
|---|---|---|---|---|---|
| US 2 — 35+ hard TEST (120239722179970641), CBO $110 since 29 Sep | $604.65 | 32 / 7 | $86.38 | $38.93 | $57.20 |
| Mexico — Quintana Roo (120248864312740641), $25/day | $233.90 | 8 / 3 | $77.97 | $54.33 | $50.69 |
| US Sun Belt AZ/FL/NV (120248864312480641), $35/day | $196.58 | 6 / 2 | $98.29 | $26.85 | $39.62 |
| US 2 35+ (120247549987540641), paused 25 Sep | $195.65 | 14 / 3 | $65.22 | $71.44 | $67.78 |
| Indian Ocean (120248863804710641), $15/day | $105.95 | 4 / 1 | $105.95 | $28.50 | $37.25 |
| Caribbean DR + PR (120248864313040641), $8/day | $54.82 | 2 / 1 | $54.82 | $69.80 | $55.22 |
| Lead Magnet eblast — Copy (120247551159080641) | $36.37 | 1 / 0 | — | $18.73 | $35.41 |
| Retargeting all visitors, new (120249340360860641), $5/day | $34.80 | 1 / 0 | — | — | — (started 23 Sep) |
| book_a_call retargeting (120249265705090641), $3/day | $34.29 | 0 / 0 | — | — | — ($55.77, 0 subs) |
| Indian Ocean old (120248304126850641), ACTIVE | $28.40 | 1 / 0 | — | $31.46 | $80.33 |
| South Pacific old (120248304151720641), ACTIVE | $12.73 | 2 / 1 | $12.73 | $11.64 | $26.55 |
Placements, hotel 28d (CPL, platform-reported): FB Reels $20.85 · IG Reels $23.74 · IG Feed $31.78 · FB Feed $39.52 · IG Stories $66.28. Feed = $2,431.89 (44% of hotel spend) at about 1.6× the Reels CPL.
Hotel creatives with at least $40 28d spend, ranked on ad-level 28d CPQL vs the $60.05 baseline. Recommendations only.
| Call | Ad | 28d $ | 7d $ | Qual | CPQL |
|---|---|---|---|---|---|
| SCALE | Video 2 — Not Gradient (Indian Ocean) · 120248864316160641 | $326.61 | $53.70 | 12 | $27.22 |
| SCALE | Video 2 — Not Gradient (Sun Belt) · 120248864319100641 | $445.95 | $171.38 | 12 | $37.16 |
| SCALE | [01] STAR report (US 2 TEST) · 120248022819610641 | $341.14 | $37.30 | 9 | $37.90 |
| SCALE | Video 2 — Not Gradient (eblast Copy, UTM fix) · 120249182943260641 | $80.52 | $32.06 | 2 | $40.26 |
| SCALE | Video 2 — Not Gradient (QRoo) · 120248864321590641 | $606.03 | $203.13 | 14 | $43.29 |
| HOLD | Video 2 — Not Gradient (DR+PR) · 120248864324490641 | $291.30 | $42.74 | 6 | $48.55 |
| HOLD | [05] Pre-flight check (Indian Ocean) · 120248863806550641 | $63.89 | $39.01 | 1 | $63.89 |
| HOLD (set paused) | Video 2 (US 2 35+) · 120247549987580641 | $332.06 | $192.92 | 5 | $66.41 |
| PAUSE (decision 1) | [05] Pre-flight check (US 2 TEST) · 120248128492570641 | $832.48 | $554.14 | 12 | $69.37 (7d $92.36) |
| PAUSE (live) | [05] Pre-flight check (QRoo) · 120248864320310641 | $52.33 | $13.68 | 0 | — |
| PAUSE (live) | [01] STAR report (old Indian Ocean) · 120248304136300641 | $57.80 | $8.45 | 0 | — |
| PAUSE (live) | [12] Competitor ad previews (Indian Ocean) · 120248863805940641 | $41.66 | $4.15 | 0 | — |
| PAUSE (live) | book_a_call v1 · 120249265705720641 | $53.76 | $32.28 | 0 | — (0 subs in 12 days) |
Last 14 days: [21] What if, side by side (29 Sep) is live in 12 ad sets and loaded paused in 17 more. [20] Video Plain — Competitor ads motion (120249369242500641) is still PAUSED in the Sun Belt set and needs your review. The pps_comparison v4 copy in the new retargeting set (120249340376210641) spent $32.76 with 0 submissions. Video 2 — Not Gradient is still the winning master ($27–43 CPQL in the geo sets), but in US 2 35+ it also drew 5 flag leads of 8, so the audience is the problem there, not only the creative.
| Campaign | Status | 7d $ | 7d CTR | 28d $ | 28d conv |
|---|---|---|---|---|---|
| Sail — Hotel Marketing Comp (879843424) | PAUSED (last spend 23 Sep) | $26.63 | 0.18% | $441.85 | 0 |
| Images (478068884) / Videos (485370204) | ACTIVE, no delivery | $0 | — | $0 | 0 |
| Restaurant Rank VIDEO (879713164) | PAUSED | $0 | — | $91.55 | 11 |
| Restaurant Rank (879843434) | PAUSED | $0 | — | $83.70 | 0 |
LinkedIn hotel: $441.85 over 28d, 0 submissions, 0 qualified. Last spend 23 Sep ($26.63).
Audience hygiene: 676 companies served over 28d (5,181 impressions); 23.2% of those impressions went to companies already on the exclusion list (served before the exclusions went on). Last 7d: 331 impressions, 0% to excluded companies. No exclusions applied today: all Sail campaigns are paused, the hotel campaign's exclusion facets are at the 200-URN cap, and company names do not resolve through the API. Do the company-list upload in Campaign Manager before any restart.
Clarity: 403 on every call, 18th run in a row. The data below comes from walking each funnel on a 390px (iPhone) viewport.
Hotel marketing comparison: email gate at 64.7s (95.0s yesterday). Step 5 "AI-Powered Analysis" took 44.3s. No API errors. The gate is still 5 fields (name, email, role, phone, consent). The Hoxton, Portland scored 61. 57% of Meta hotel submissions are partials; on 29 Sep only 2 of 9 completed.
Restaurant Rank: 2-field gate at 7.5s. The aplo-evnt.com intent pixel still returns 400 on page load. sailtech.ai mobile: 4.8s load, no horizontal overflow, no failed requests, one email form.
Recommended changes, in order: (1) show the score before 15s and run the AI step behind it; (2) cut the gate to name + email; (3) remove the dead aplo-evnt pixel from Restaurant Rank.
Public Meta Ad Library, active US ads. New since yesterday: Predictive Minds (29 Sep) — "Every missed call could be a missed booking", an AI phone agent plus rate tool sold on direct revenue. Nopal Hotel Marketing (29 Sep) — founder video, "Is your hotel still relying heavily on OTAs?". Still live: Motherload.pro ("You are paying OTAs 15 to 30 percent… I bring them back direct"), and 9 Duetto ads from 22 Sep aimed at hotel groups ("New hotels, same spreadsheet", "Stuck pricing hotels at 9pm?"). No new Triptease, Sojern or Cendyn ads. All of them still sell a fee; "No stay, no pay" is still the claim they cannot copy.
Paused ads are built only when you ask. Each would ship PAUSED on Meta and LinkedIn.
1. Self-select independents (decision 2). Independent hotel? This report is for you. Before your next campaign goes live, see every Google and Meta ad your comp set runs right now, their weekday and weekend rates against the OTAs, and their review scores. Free. 30 seconds. Headline: Free comp-set report for independent hotels. LinkedIn: Run an independent hotel? See the ads, rates and reviews your comp set shows guests right now, next to yours.
2. "Ask who pays if the guest cancels" on the Video 2 master. Everyone says they will bring your OTA bookings back direct. Ask who pays if the guest cancels. With Sail, you don't: no retainer, no upfront, we get paid only when the guest actually stays. Headline: No stay, no pay.
3. Answer to Predictive Minds: Every guest who searched your name and booked on Expedia is a missed direct booking. Brand-search and metasearch angle, needs a new static.
1–9 come from today's data. 10–15 are still open from other threads.
Only you can do: (a) submit the Google Ads suspension appeal as srubin@ (text in Telegram msg 1207); (b) share Mediads ad account act_1422069943188429 with Mediads in Business Settings → Partners, "Manage campaigns" only.
Generated 30 Sep 2026 by the CMO agent (SAI-10685). No writes to Meta, LinkedIn, Supabase, or any site this run.