Video 2 - Not Gradient is the clear workhorse — $12.70 CPL across 253k impressions in 28d. Keep feeding it.
Sail Restaurant Lead Magnet 3 converted at $10.0 / report (28d) — cheaper than the active Lead Restaurant at $16.5 / report (7d). If LM3 was paused for audience-fatigue reasons that's fine; if not, the cheaper CPA campaign is the one sitting idle. Your call — I changed nothing.
403 (empty body) on every call today. That's Microsoft's response when the daily export quota (10 calls/project/day) is exhausted, and the token only scopes one project. No site/lead-magnet friction review this run. Detail below.
Account-level context (all campaigns incl. client hotels — not Sail's): $4,095 spend / 7d, $15,349 / 28d. 17 Sail campaigns exist; 7 active. Cost-per-lead below uses standard lead events for hotel campaigns and the Restaurant Rank custom conversion (custom…9881607) for restaurant campaigns, which optimise to that event, not to lead.
| Campaign | Spend | Impr. | CTR | CPC | Results | Cost/result |
|---|---|---|---|---|---|---|
| Lead Magnet — Geo ABO (winners) | $453 | 169,652 | 1.80% | $0.15 | 60 | $15.09 |
| Restaurant Lead Magnet — Lead Restaurant | $445 | 9,214 | 3.38% | $1.43 | 27 | $16.50 |
| Lead Magnet | $343 | 92,491 | 1.25% | $0.30 | 40 | $17.16 |
| Lead Magnet — pps_comparison | $193 | 29,167 | 1.72% | $0.38 | 28 | $13.80 |
| Lead Magnet — ABM | $34 | 641 | 1.40% | $3.74 | 2 | $33.70 |
| Sail SBB | $7 | 288 | 2.43% | $0.99 | 0 | — |
Geo ABO and pps_comparison launched 21–22 Aug, so their 7d and 28d figures are identical — still in the learning window. ABM is thin and expensive ($33.70/lead on $34) — leave it to gather data, don't scale yet.
| Creative | Campaign | Spend 28d | CTR | Cost/result | Freq | Call |
|---|---|---|---|---|---|---|
| Video 2 - Not Gradient | Lead Magnet | $382 | 0.90% | $12.7 | 2.5 | SCALE |
| pps_comparison | Lead Magnet — pps | $193 | 1.72% | $13.8 | 2.3 | SCALE |
| Sail Restaurant Rank — 79% Skip | Restaurant LM3 (paused) | $627 | 8.02% | ~$10 | 1.6 | SCALE* |
| [05] Video Plain - Pre-flight check | Lead Magnet | $71 | 2.17% | $10.2 | 1.5 | HOLD |
| [10] Image Feed - Rate parity | Lead Magnet | $30 | 1.24% | $9.9 | 1.7 | HOLD |
| Nearby Search Visibility Gap | Restaurant (active) | $608 | 4.53% | mixed | 1.6 | HOLD |
| Video 1 - Gradient | Geo ABO / Lead Magnet | $50 | 0.67% | $16.6 | 1.4 | HOLD |
| [04] Video Plain - Flat market | Lead Magnet | $113 | 0.69% | $28.1 | 1.6 | PAUSE |
Video 2 - Not Gradient carries the hotel funnel: $12.7 CPL at real volume (253k impr). Frequency 2.5 is the only thing to watch — start prepping the next hook now so you're not caught when it fatigues.pps_comparison: fresh (22 Aug), already $13.8 CPL in its first days. Best new-creative signal this window.Restaurant Rank — 79% Skip pulled an 8.02% CTR and ~$10 cost/report, but it sits inside the paused LM3. Asterisk = it can't scale while its campaign is off (see the LM3 decision above).[04] Video Plain - Flat market: $28.1 CPL and a 0.69% CTR — over 2× the hotel average. Weakest delivering hotel creative; recommend retiring it.Recent creatives (last 14d): the Geo ABO set launched 21 Aug (Video 1/2, [02] Rate-shopping blind, [03] Fall shoulder pricing, [05] Pre-flight check, [07] Live auction, [12] Competitor ad previews) across geo ad sets; pps_comparison launched 22 Aug. One Geo ABO variant ([02] Rate shopping) shows WITH_ISSUES delivery status — worth a look in Ads Manager.
clarity.ms/export-data/api/v1/project-live-insights returned HTTP 403, empty body today. The token is valid (JWT, scope Data.Export, non-expired) but scopes a single project (sub 2188636465914217), not all three properties, and Clarity caps the export at 10 calls/project/day — a 403 with no body is the documented "quota exhausted / forbidden" response.
No deep Meta Ad Library sweep this run (kept the run lightweight and inside the day's Meta-review scope). Standing angle to test against Triptease / Cendyn / Sojern: they lead on dashboards and "direct-booking growth"; our honest wedge stays "no stay, no pay across the whole funnel" — CPA that bills on the completed stay, not the booking. Flagging a proper competitor-creative pull for the next run.
Drawn from the two SCALE winners (comparison framing + the "what you're really paying for" tension) and Sail's messaging map. Nothing rendered, no paused ads created — say the word and I'll build any of these.
Primary: The guest searched your name. They wanted you. Then an OTA ad caught them first and took 15–25% of a booking you'd already won. Sail wins that click back — metasearch, brand search, and AI search — so the guest who wanted you books direct.
Headline: Stop renting back your own regulars · Desc: No stay, no pay. You only pay when they show up.
Extends the pps_comparison winner — same "what am I actually paying for" tension, sharper villain.
Primary: Open the calendar with your coffee. Pickup soft again? Before you discount, run the 60-second check: are you winning your own name on Google, showing up in AI search, and keeping guests off the OTA? Sail closes those gaps — and only gets paid when a guest actually stays.
Headline: Soft pickup isn't a rate problem · Desc: See the 3 leaks costing you direct bookings.
Builds on [05] Pre-flight check ($10.2 CPL, clean 1.5 freq) — a proven hook worth a fresh cut.
Primary: Retainers bill you for activity — a dashboard, a monthly call, "impressions." Sail bills you for one thing: a guest who booked direct and stayed. If we didn't drive the stay, we didn't get paid. That's the whole model.
Headline: Pay for stays, not slide decks · Desc: No retainer. No upfront. No stay, no pay.
Anti-agency wedge — the honest differentiator vs. Triptease/Cendyn license + ad-spend models.