Meta (Sail-named campaigns only) + LinkedIn (acct 512779887). All figures pulled live. Recommendations only — nothing was activated, paused, or rebudgeted.
TL;DR
Meta is carrying the program: 7d $1,287 → 80 leads at $16 CPL; 28d $5,040 → 282 leads at $18. LinkedIn is 8× more expensive: 7d $799 → 6 leads at $133 CPL.
🔴 Tracking gap costing us: the active Restaurant Lead Magnet spent $553 in 7d showing 0 leads — but 25 custom-pixel conversions ARE firing. The event isn't mapped to a standard Lead, so Meta can't attribute or optimize. Fix before judging the restaurant funnel.
🔴 Competitive alert: Sojern now markets "pay only for completed stays" — Sail's exact wedge. Triptease also offers CPA. Our defensible line is scope (whole stack, zero retainer/upfront) + net stayed-revenue basis, not "we're the only performance-priced player."
Meta winners to lean into: rate-shopping and "pre-flight check" videos are printing leads at $2–$7. LinkedIn's only bright spot is founder/thought-leader content (Shahar post, 3.83% CTR — 6× account average).
Clarity friction review could not run today (API 403 — see notes).
1 · Performance summary
Meta — Sail campaigns (acct "Hotel 32 32", Sail-named only)
Window
Spend
Impr.
Clicks
CTR
Leads
CPL
Last 7d
$1,287
258,409
3,511
1.36%
80
$16
Last 28d
$5,040
1,006,139
14,087
1.40%
282
$18
Top campaign: Sail Lead Magnet — 7d $529 → 56 leads @ $9; 28d 258 leads @ $7. Newer small-budget tests are even cheaper: pps_comparison ($40/day) 10 leads @ $2; Geo ABO (winners) 12 leads @ $5.
LinkedIn — whole account 512779887 (all Sail)
Window
Spend
Impr.
Clicks
CTR
Leads
CPL
Last 7d
$799
15,172
99
0.65%
6
$133
Last 28d
$1,747
25,661
162
0.63%
7
$250
Best LinkedIn CPL: Sail – Restaurant Rank (Owner/Partner) — 3 leads @ $47. The Images campaign burned $980 in 28d at ~$490 CPL. The Thought Leader (Shahar 20M post) campaign gets a 3.83% CTR — 6× the account average — but is a traffic/awareness play (0 form leads, as expected).
2 · Creative performance — SCALE / HOLD / PAUSE
Recommendations only. "Fix" = tracking, not creative. Metrics are 7d unless noted.
Meta — hotel (Sail Lead Magnet)
Creative
Verdict
Read
[02] Video Gradient – "Rate shopping blind"
Scale
6 leads @ $2 CPL. Best efficiency in the account, tiny spend — room to scale.
CPL $17–78, tiny volume, CPC up to $4.88. Not earning its slot.
Meta — restaurant (new, last ~7–14d)
"Restaurant Lead Magnet – Lead Restaurant" ad set (5 new creatives, all 7d old)
Fix tracking first
$553 spend, 190 link clicks, 170 landing views, 25 custom-pixel conversions — but 0 attributed leads. High CTR (1.3–2.2%). Don't pause on creative merit; the Lead event mapping is broken.
LinkedIn
Sail – Restaurant Rank (Owner/Partner)
Scale
Best LI CPL @ $47 (3 leads).
Thought Leader – Shahar 20M post
Scale (awareness)
CTR 3.83%, cheapest LI clicks @ $3.34. Founder voice is what works on LI.
Sail – Hotel Marketing Comp / Restaurant Rank VIDEO
Hold
$67–124 CPL, thin lead volume — watch.
"Images" campaign (Marketing Comp Set)
Pause/rework
$980 / 28d at ~$490 CPL. Worst money on the account.
P0 — Fix restaurant Lead tracking (Meta). The restaurant landing custom pixel event fires (25 conv / 7d ≈ $22 each) but isn't mapped to a standard Lead event or custom conversion, so the OUTCOME_LEADS campaign reads 0 leads and can't optimize. Recommend routing to the Tracking Engineer: map the event → standard Lead / create a custom conversion, then re-baseline. Until then the $553/7d restaurant spend looks worse than it is.
P1 — Platform mix. LinkedIn CPL ($133 7d) is ~8× Meta ($16). Recommend trimming the LinkedIn Images campaign and reallocating toward (a) Meta's proven lead videos and (b) LinkedIn founder/thought-leader content, which is the one LI format beating the account average.
P2 — Scale + refresh on Meta. Scale the "rate-shopping blind" and "pre-flight check" videos and the $2–$5 CPL small-budget tests. Queue a refresh for "Video 2 – Not Gradient" before frequency/CPL erode it further.
P2 — LinkedIn audience hygiene. Served-company review ran, but org names can't be resolved with the current token scope (403 ADMIN_ONLY) and 28d cost is spread thin with almost no per-company attribution — no clear waste to exclude, so no exclusions applied. Will revisit when spend concentrates or name resolution is restored.
4 · Competitor watch
Sojern is now using our exact wedge. Sojern's Commission product markets "pay only for completed stays" — funds ad spend upfront, bills 15% only when the stay completes. Triptease also offers a risk-free pay-per-stay/CPA option. "Nobody else does performance pricing" is false — stop implying it.
Triptease — anti-Frankenstein-stack ("core marketing operations in one place, built for hotels"); flexible pricing incl. buried CPA option next to license fees + ad spend.
Cendyn — full-journey "dreaming to booking"; just launched Meta Hotel Ads to "compete with OTAs"; enterprise DMP buyers.
Triple Whale / Northbeam — own "attribution truth / real ROAS" but in DTC e-commerce, not hotels.
Open lanes Sail can own (nobody else is):
No stay, no pay across the WHOLE stack — zero retainer, zero upfront. Sojern's is media/commission only; Triptease's CPA sits next to license fees. Lead with scope, not exclusivity.
Stayed revenue, net of cancellations as the scoreboard — 2025 data (21.8% OTA cancel vs 10.6% direct) is unowned proof. "Purchase is not the finish line. Stayed revenue is."
Built for independents / small-mid, not management companies and flags — the one-person-marketing-plus-front-desk hotelier is underserved.
Pay-per-stay = self-proving attribution — the honest answer to the "attribution black hole" without a dashboard to trust.
5 · New angle concepts (proposed copy — no ads were created)
Built from top performers (pain/insight videos on Meta, founder voice on LinkedIn) and the messaging map. One shared concept per angle, tuned per platform.
A · "Renting back your own regulars"— villain: paying commission on a guest who'd book you anyway
Meta primary
You just paid Booking.com 18% for a guest who was already yours. That's not marketing — that's renting back your own regulars. Sail wins those guests to direct, and you only pay when they actually stay. No stay, no pay.
Meta headline
Stop paying for guests you already own
LinkedIn (B2B)
Every month you pay OTA commission on guests who searched for you by name. Sail intercepts that demand at metasearch and brand search so it books direct — billed only on completed, stayed revenue.
B · "The dark-floor math"— symbol: unlit windows = money gone by morning
Meta primary
Every dark window tonight is revenue that's gone by morning. Rooms don't keep. Sail fills them with direct bookings — and only bills you on the stays that actually happen.
Meta headline
An empty room tonight is gone forever
LinkedIn
Perishable inventory is the hardest math in hospitality: tonight's empty room can never be sold again. Sail is the demand engine that fills it — priced on stayed revenue, so we only win when your calendar does.
C · "The anti-retainer"— villain: agencies paid for activity, not outcomes
Meta primary
Your agency gets paid whether the rooms fill or not. We don't. No retainer. No upfront. No stay, no pay.
Meta headline
The only hotel marketing you don't pay for upfront
LinkedIn (founder voice — the format that wins on LI)
Retainer agencies bill you for activity. Sail bills for stayed revenue — completed stays, net of tax. If we don't drive the stay, we don't get paid. That's not a pricing gimmick, it's the whole model. — Shahar, Sail