All ads untouched · no spend, budget, or status changed
TL;DR
Meta hotel lead-gen is the efficient engine: ~$2.6k / 28d → 268 leads, blended ~$9.80 CPL. Video 2 "Not Gradient" is the clear winner (CPL $3.20–$4.77); its twin Video 1 "Gradient" is 2–3× worse — recommend shifting delivery to Video 2.
Restaurant Meta creatives spend $2.4k / 28d with zero Meta-visible leads — high CTR (2.5–5.4%) but conversions land off-site (Restaurant Rank). Need off-site attribution before judging; do not read the $0-lead as failure.
LinkedIn is ~10× costlier per result ($1.93k / 28d → 14 web conv). Generic "Images" ($290/conv) and "Videos" (CTR 0.19%) campaigns are the drains; Sail-named Restaurant Rank campaigns are the only reasonable performers (~$38 CPL). "Thought Leader" post pulls a 3.83% CTR as cheap brand reach.
Clarity unavailable today (export API 403). LinkedIn audience-hygiene could not resolve served-company names (token missing org-read scope). Both flagged below.
1 · Meta — Sail campaigns (Hotel 32 32, act_305550522185383)
$5,041
Sail spend · 28d
$1,601
Sail spend · 7d
~$9.80
Blended hotel CPL · 28d
268
Hotel leads · 28d
Campaign
Spend 28d
Leads
CPL
CTR
Note
Sail Lead Magnet
$1,217
122
$9.98
1.14%
Core hotel workhorse
Sail Lead Magnet — Geo ABO (winners)
$824
98
$8.41
1.78%
Volume + best CTR
Sail Lead Magnet — pps_comparison
$416
46
$9.04
1.73%
New, comparison lead magnet
Sail Lead Magnet - ABM
$142
2
$70.85
1.16%
High CPL — thin
Sail SBB
$28
0
—
2.84%
Minimal spend
Sail Restaurant Lead Magnet 3
$1,483
0
—
5.39%
Offsite lead magnet — 0 Meta-visible leads
Sail Restaurant Lead Magnet - Lead Restaurant
$931
0
—
2.51%
Offsite lead magnet — 0 Meta-visible leads
Leads = Meta-tracked onsite lead events. Restaurant campaigns run an off-site lead magnet, so their Meta lead count reads 0 by design.
2 · Meta creative ranking — SCALE / HOLD / PAUSE (28d, recommendations only)
Creative
Campaign
Leads
CTR
CPL
Video 2 - Not Gradient
Lead Magnet / Geo ABO
481
1.30%
$3.20
SCALE
[10] Image Feed - Rate parity
Lead Magnet
70
1.08%
$3.49
SCALE
[05] Video Plain - Pre-flight check
Lead Magnet
66
2.21%
$3.66
SCALE
pps_comparison
Lead Magnet — pps
416
1.73%
$7.42
HOLD
[04] Video Plain - Flat market
Lead Magnet
112
0.70%
$7.45
HOLD
Video 1 - Gradient
Geo ABO / Lead Magnet
288
0.81%
$10.10
PAUSE
[16] Image Feed - By hand
Lead Magnet
49
1.18%
$9.86
PAUSE
Recent test batch launched 8/21 (Video 1/2 A-B, Image Feed set) + pps_comparison 8/22. Video A-B verdict is now clear: keep Video 2, drop Video 1.
Meta recommendations (Shahar decides):
Shift delivery from Video 1 "Gradient" → Video 2 "Not Gradient" — same concept, 2–3× better CPL and CTR.
Duplicate the Rate-parity static and Pre-flight-check video angles into fresh variants — both sub-$3.70 CPL.
Verify Restaurant Rank off-site conversion tracking — $2.4k/28d is flying blind on Meta. Confirm the lead event fires on the Restaurant Rank landing before continuing spend.
3 · LinkedIn — whole account (512779887)
$1,929
LI spend · 28d
$503
LI spend · 7d
14
Web conv · 28d
~$138
Blended cost/conv
Campaign
Spend 28d
Conv
CPL
CTR
CPC
Images (generic)
$869
3
$290
0.73%
$15.80
PAUSE
Sail - Hotel Marketing Comp
$434
0
—
0.53%
$11.43
WATCH
Sail - Restaurant Rank (static)
$203
5
$41
0.50%
$6.77
HOLD
Sail - Restaurant Rank VIDEO
$188
5
$38
0.45%
$6.95
HOLD
Videos (generic)
$142
1
$142
0.19%
$15.74
PAUSE
Sail - Thought Leader (Shahar 20M post)
$93
0
—
3.83%
$3.34
HOLD
LinkedIn recommendations (Shahar decides):
Pause the generic "Images" ($290/conv) and "Videos" (0.19% CTR) campaigns — they consume ~half the LI budget for almost no result.
Concentrate LI spend on the Sail-named Restaurant Rank campaigns (best relative CPL ~$38) and keep Thought Leader as cheap brand reach.
LinkedIn's cost/result is ~10× Meta's — reconsider whether LI deserves this share of budget vs. Meta hotel lead-gen.
4 · Clarity + site / lead-magnet review
Clarity unavailable today. The Data-Export API returned 403 (empty body) for project-live-insights — the signature of an exhausted daily export quota or a project-access block. No rage/dead-click, form-error, or scroll-depth data pulled for sailtech.ai, Restaurant Rank, or the hotel-marketing comparison. Needs: confirm the export token still maps to all three properties / retry outside the quota window.
5 · LinkedIn audience hygiene
Served-company review incomplete. Pulled the MEMBER_COMPANY breakdown (1,393 served companies / 28d), but the ads token lacks org-read scope — organizations lookups return 403 ADMIN_ONLY, so company names can't be resolved to judge ICP fit. Spend is thinly spread (top served companies show near-$0 attributed spend), so no obvious high-waste corporate to exclude was visible by ID alone. No exclusions applied. Needs: an r_organization-scoped token or a manual served-company pass in Campaign Manager.
6 · Competitor research
Meta Ad Library API access is not enabled on this token (code 10), so no live pull today. Angle guidance from Sail's messaging map instead:
Triptease / Cendyn lead on "own the guest / direct-booking platform" with license-fee framing. Sail's honest wedge stays "no stay, no pay" across the whole stack — bill only on a completed stay, zero retainer.
Sojern pushes data/audience reach. Counter-angle worth testing: attribution honesty — "if we didn't drive the stay, we don't get paid."
7 · New angle + copy ideas (drafts — not built, not published)
A · Rate-parity handcuffs (extends top Meta static)
Meta primary: You can't even discount your own rooms on your own site. The OTA parity clause makes sure of it. Sail wins the metasearch bid war so the guest who wanted you books direct — and you only pay when they actually stay. Headline: Stop renting back your own guests · LinkedIn variant: Rate parity caps your direct channel. Here's the workaround that only charges you per completed stay.
B · Pre-flight check (extends top Meta video)
Meta primary: Before next month's pickup scares you — run the 60-second check. See exactly where you're invisible on Google, metasearch, and AI search, and what an empty room tonight is really costing you. Headline: Your pickup is soft. Here's the pre-flight check. · LinkedIn variant: A 60-second visibility audit for independent hotels — no retainer, no upfront.
C · The commission invoice (story-first, brand)
Meta primary: The OTA commission invoice lands at month-end and you feel it every time. 15–25% on guests who'd have booked you anyway. Sail intercepts that demand before Booking.com does — and only earns when the guest stays. Headline: The 15–25% they take, back in your pocket. · LinkedIn variant: What did OTA commission cost you last month? Model the direct-booking swing.
These are copy directions only — no creatives rendered and no paused ads created this run (per today's scope: build paused ads only when Shahar explicitly asks). Say the word and I'll render 1080×1080 / 1080×1920 statics and stage them PAUSED on both platforms.