Sail Marketing Brief

TL;DR. Meta is carrying Sail's paid engine — 28-day hotel-lead CPL ≈ $20 on ~$3.1k spend / 152 leads. LinkedIn is ~6× more expensive (CPA ≈ $111) and its founder/thought-leader post is the one bright spot (3.83% CTR). Two attribution flags: Restaurant Rank creatives spend real money with high CTR but record zero pixel leads on both platforms — verify tracking. Clarity export was unavailable today (HTTP 403). No budgets, bids, or statuses were touched.

1 · Meta — Sail campaigns (act_305550522185383)

Scoped to campaigns with "Sail" in the name only. All other Hotel 32 32 campaigns excluded.

Campaign	7d spend	7d leads	7d CPL	28d spend	28d leads	28d CPL	CTR 28d
Lead Magnet — Geo ABO (winners)	$628	31	$20	$1,266	69	$18	1.91%
Lead Magnet	$216	10	$22	$1,002	53	$19	1.21%
Lead Magnet — pps_comparison	$401	13	$31	$707	29	$24	1.51%
Restaurant Lead Magnet — Lead Restaurant	$241	0*	—	$1,097	0*	—	2.60%
Restaurant Lead Magnet 3	—	—	—	$769	0*	—	6.75%
Lead Magnet — ABM	$35	0	—	$138	1	$138	1.11%
SBB	$7	0	—	$28	0	—	3.47%
Total	$1,528	54	—	$5,007	152	—	—

* Restaurant campaigns record 0 pixel leads despite strong CTR — Restaurant Rank likely captures leads off-pixel. Flagged below. Hotel-lead campaigns only: 28d ≈ $3.1k spend → 152 leads → $20.5 blended CPL.

2 · Meta creative — SCALE / HOLD / PAUSE

SCALE

Video 2 – Not Gradient (Geo)

Workhorse across Geo ad sets. CPL $12–24, CTR up to 2.9%, frequency low (1.5–1.9). Most consistent lead driver.

SCALE

[01] Video Gradient – STAR report

CPL $12.9, CTR 2.66%, frequency 1.2 (fresh). Room to spend more.

HOLD / REFRESH

pps_comparison

Still the top single ad (27 leads/28d) but frequency 3.1 and CPL climbing 7d $28.9 vs 28d $23.1. Fatiguing — queue a fresh variant.

PAUSE

ABM campaign ads & pps_comparison v4

ABM: CPC $8.70, 28d CPL $138. "v4 resentment-first": CTR 0.93%, CPL $41.7. Both well above Sail average.

3 · LinkedIn — account 512779887 (all Sail)

Campaign	28d spend	Web conv	CPC	CTR	Read
Restaurant Rank VIDEO (Owner/Partner)	$239	9	$6.63	—	Best
Restaurant Rank (Owner/Partner/CXO)	$250	5	$6.57	—	Good
Thought Leader (Shahar 20M post)	$93	0	$3.34	3.83%	Lean in
Hotel Marketing Comp	$557	0	$11.38	0.55%	Refresh
Videos (Marketing Comp Set)	$157	1	$15.74	—	Weak
Images (Marketing Comp Set)	$704	3	$15.64	0.21%	Worst ROI
Total	$2,000	~18	—	—	CPA ≈ $111

LinkedIn records 0 lead-gen-form leads — it runs on website conversions. Restaurant Rank is LinkedIn's efficient corner; the "Images" campaign spends the most for the least.

4 · Flags & attribution

Restaurant Rank leads are invisible to both pixels. Meta restaurant campaigns spent ~$1,866 over 28d at 2.6–8.9% CTR with 0 recorded leads; LinkedIn's Restaurant Rank campaigns convert but bill leads as generic website conversions. If real Restaurant Rank sign-ups aren't wired to the Meta pixel / LinkedIn Insight tag, this spend looks worse than it performs and can't be optimized. Action for a human: confirm Restaurant Rank form completions fire the Meta pixel Lead event and a LinkedIn conversion.

Clarity export unavailable (HTTP 403). Could not pull sailtech.ai / Restaurant Rank / hotel-comparison recordings today — likely daily export-quota or export-disabled. No site/lead-magnet UX changes recommended without fresh data; re-pull next run.

LinkedIn audience-hygiene review deferred. Pulled the served-company breakdown (1,616 orgs) but org-name resolution is blocked on this token (no org-read permission), and per-company attributed cost is ≈ $0. No exclusions applied. Needs a resolver with org read scope to action.

5 · Recommendations (nothing changed — approval required)

Meta budget: tilt toward "Geo ABO (winners)" and the "Video 2 – Not Gradient" creative (sub-$20 CPL, low frequency); pause the ABM ads ($138 CPL).
Refresh pps_comparison — frequency 3.1 and rising CPL signal fatigue; a fresh angle should recover it.
Fix Restaurant Rank attribution before judging that spend (see flag). Highest-leverage item this week.
LinkedIn: pause/refresh the "Images" campaign ($704 → 3 conv); double down on founder / thought-leader content (3.83% CTR, $3.34 CPC — 3–5× the account average).
Platform mix: Meta CPL ≈ $20 vs LinkedIn CPA ≈ $111. If lead volume is the goal, more marginal dollars belong on Meta; keep LinkedIn for Restaurant Rank + founder reach.

6 · Angles to test (copy only — no ads created)

A · "The commission you already paid"

Node: paying commission on a guest who'd book you anyway.

Primary: The guest was going to book you. They Googled your name, saw the OTA's ad, clicked, and now you owe 18% on a room you already earned. Sail wins that click back — and you only pay when they actually stay.
Headline: Stop renting back your own guests.
Desc: No stay, no pay.

B · Founder-led, LinkedIn (lean into 3.83% CTR)

Node: retainer agencies paid for activity, not outcomes.

Primary: Every marketing agency I meet wants a monthly retainer before a single guest checks in. We flipped it: Sail gets paid only when a booked guest actually stays. Purchase isn't the finish line — stayed revenue is.
Headline: No stay, no pay.
Desc: The anti-agency for independent hotels.