Sail Marketing Brief

$1,888

Total paid spend · last 7d (Meta $1,540 + LI $348)

$7,154

Total paid spend · last 28d (Meta $5,187 + LI $1,967)

50 / 156

Meta leads · 7d / 28d

4 / 18

LinkedIn conversions · 7d / 28d

Meta is the volume + efficiency engine (lead CPL ~$10–33). LinkedIn is ~3–10× more expensive per result ($87–109/conv) and earns its keep only on two placements (the Shahar thought-leader post and Restaurant Rank video). Clarity had no data this run (API 403).

1 · Meta — Sail campaigns only (act_305550522185383 "Hotel 32 32")

17 Sail-named campaigns; 6 active. Client-hotel campaigns in the account are excluded by scope. Leads = pixel/lead actions; restaurant campaigns report 0 tracked leads (see §4).

Active campaigns — last 7d

Campaign	Spend	Impr	CTR	CPC	Freq	Leads	CPL
Sail Lead Magnet — Geo ABO (winners)	$628.15	214,240	2.31%	$0.13	1.94	28	$22.43
Sail Lead Magnet — pps_comparison ($40/day)	$416.89	45,405	1.22%	$0.75	2.33	10	$41.69
Sail Restaurant Lead Magnet - Lead Restaurant	$243.32	4,242	3.65%	$1.57	1.76	0*	—
Sail Lead Magnet	$209.69	22,111	1.24%	$0.77	1.76	12	$17.47
Sail Lead Magnet - ABM	$34.96	580	0.69%	$8.74	1.95	0	—
Sail SBB	$6.93	341	4.99%	$0.41	1.09	0	—
Total (7d)	$1,539.94	286,919	—	—	—	50	~$30.80

Last 28d — spend / leads / CPL

Campaign	Spend	CTR	Leads	CPL
Sail Lead Magnet — Geo ABO (winners)	$1,358.64	2.00%	73	$18.61
Sail Restaurant Lead Magnet - Lead Restaurant	$1,130.74	2.64%	0*	—
Sail Lead Magnet	$1,017.26	1.21%	53	$19.19
Sail Lead Magnet — pps_comparison	$777.28	1.46%	29	$26.80
Sail Restaurant Lead Magnet 3 (paused)	$736.32	6.72%	0*	—
Sail Lead Magnet - ABM	$139.23	1.10%	1	$139.23
Sail SBB	$27.78	3.42%	0	—
Total (28d)	$5,187.25	—	156	~$33.25

*Restaurant campaigns show strong CTR but 0 tracked conversions — likely a tracking/landing-page gap, not zero demand. Flagged in §4.

2 · Meta creative — SCALE / HOLD / PAUSE (recommendations)

Ranked by delivering spend, 7d + 28d. Only 2 new creatives launched in the last 14 days (both pps_comparison v4, 2026-09-03).

Creative	Campaign	7d spend	7d CTR	7d CPL	28d CPL	Call
Video 2 - Not Gradient	Geo ABO	$449.97	2.28%	$10.71	$9.18	SCALE
[01] Video Gradient - STAR report	Lead Magnet	$132.53	1.44%	$8.28	$10.60	SCALE
[05] Video Plain - Pre-flight check	Lead Magnet	$21.32	5.30%	—	$5.21	SCALE
[10] Image Feed - Rate parity	Lead Magnet	$39.77	1.14%	$4.97	$10.08	SCALE
pps_comparison (original)	pps_comparison	$262.80	1.42%	$16.43	$11.54	HOLD
Video 1 - Gradient	Geo ABO	$71.66	2.54%	$11.94	$8.96	HOLD
pps_comparison v4 (resentment-first) — new 09-03	pps / ABM	$157.23	0.98%	$38.52	$38.52	PAUSE / FIX
Nearby Search Visibility Gap	Restaurant LR	$187.17	3.89%	0 conv	0 conv	TRACKING

SCALE: "Video 2 - Not Gradient" is the workhorse — 42 leads/7d at $10.71 CPL. "[01] Video Gradient - STAR report" and "[05] Pre-flight check" are the cheapest-CPL performers. Rate-parity image is efficient at low volume. (Scale = increase budget only on Shahar's approval.)
HOLD: "pps_comparison" original is acceptable but frequency is climbing (2.33 7d, 3.11 28d) — fatigue watch.
PAUSE / FIX: "pps_comparison v4" (the only fresh variant) is running at ~2× the CPL of its parent since 09-03. Only 3 days of data — either give it to end of week or pause. New angle isn't landing yet.
ABM campaign as a whole is a laggard (28d CPL $139, 1 lead) — candidate to pause.

3 · LinkedIn — account 512779887 (all Sail, no client campaigns)

API: LinkedIn-Version: 202502 from the runtime doc is retired (HTTP 426); active version is 202601+ (used 202606). Runtime CLAUDE.md default should be updated. Token was valid — no refresh needed. oneClickLeads=0 everywhere → "conv" = externalWebsiteConversions.

Window	Spend	Impr	Clicks	CTR	CPC	Conv	Cost/conv
Last 7d	$348.04	7,571	40	0.53%	$8.70	4	$87.01
Last 28d	$1,967.16	35,700	205	0.57%	$9.60	18	$109.29

Active campaigns — 28d

Campaign	Spend	CTR	CPC	Conv	Call
Sail – Thought Leader (Shahar 20M post)	$93.49	3.83%	$3.34	0	SCALE
Sail – Restaurant Rank VIDEO	$256.59	0.49%	$6.58	9	SCALE
Sail – Restaurant Rank	$249.53	0.49%	$6.57	5	HOLD
Images (Marketing Comp Set)	$644.47	0.75%	$16.11	3	PAUSE
Sail – Hotel Marketing Comp (LI Mktg+DOSM)	$565.69	0.54%	$11.31	0	PAUSE
Videos (Marketing Comp Set)	$157.39	0.21%	$15.74	1	PAUSE

Best on the platform: the Shahar thought-leader post (3.83% CTR, $3.34 CPC — ~7× account-avg CTR) and Restaurant Rank VIDEO (9 conv/28d). These are where LinkedIn budget belongs.
Worst: "Videos" (0.21% CTR), "Images" ($644 at $16 CPC, 3 conv), and "Hotel Marketing Comp" ($565, 0 conversions in both windows). Fatigued statics: 1137392584 "Static Image 2" ($423 28d, 0 impr last 7d = exhausted).

Audience hygiene — served-company review (REPORT ONLY, no exclusions applied)

~28% of 28d impressions (10K of 35.7K) went to 1,001+ employee companies. Attributed spend is sparse (LinkedIn only attributes a subset), so value of exclusions is reclaimed impressions, not big $.

Exclusion candidates (outside ICP of independent + small/mid hotels): Walt Disney Co, Chick-fil-A, Universal Orlando, K9 Resorts (pet), AAHOA (trade assoc), "Independent Consultant"/junk, Las Vegas (city) — plus large chains/mgmt cos: Aimbridge, Atrium, Concord, Pyramid Global, Highgate, Remington, BWH/Best Western, Montage, Hilton Garden Inn, DoubleTree, Hyatt Vacation Ownership, 1 Hotels, Fontainebleau LV, Grand Sierra, Seminole Hard Rock.

Ambiguous — left for Shahar (could be genuine mid-market): AIC Hotel Group, Capital Vacations, Driftwood, Avion, Coury, Dimension, EOS, Peregrine, Kinseth, ALHI, TPG Hotels & Resorts, The Emily Morgan Hotel (single indie — likely keep).

Company exclusions are an authorized targeting-hygiene action but are held for approval this run (recommendations-only brief). Say the word and I'll apply the clear-cut exclusions.

4 · Flags & attribution

TRACKING Restaurant campaigns convert nothing on record. Meta restaurant lead-magnet campaigns spent ~$1,130 (7d incl. paused) / $2,600+ (28d) at 3–7% CTR but report 0 tracked leads. High engagement + zero recorded conversions = almost certainly a pixel/lead-event or landing-page gap on Restaurant Rank, not lack of interest. Highest-value thing to fix — we may be buying leads we can't see. Needs a check of the Restaurant Rank lead event / thank-you page.
DATA Microsoft Clarity returned HTTP 403 on every call (valid, non-expired token; a bad token returns the same 403). Most likely daily export quota exhausted, else token unbound from project. No friction/scroll/rage-click data this run. Retry next window; if a first fresh call still 403s, regenerate CLARITY_DATA_EXPORT_TOKEN in both env files.
DOC LinkedIn API version in runtime CLAUDE.md is stale (202502 → use 202601+). Low urgency, but every LinkedIn run hits a 426 first without it.

5 · Recommendations (nothing changed — approval required)

Fix Restaurant Rank conversion tracking first. ~$2.6K/28d is flowing with no visible leads. Verify the lead event fires and the thank-you/redirect is intact before spending more there.
Meta: hold budget on the two video winners ("Video 2 - Not Gradient", "[01] STAR report") — they carry lead volume at $8–11 CPL. If you want to scale, these are the ones (your call — I won't touch budgets).
Meta: pause the ABM campaign (28d $139 CPL, 1 lead) and decide on pps_comparison v4 by end of week (2× parent CPL, 3 days in).
LinkedIn: shift weight to the Shahar thought-leader post + Restaurant Rank VIDEO; the "Images"/"Videos" Comp Set campaigns and "Hotel Marketing Comp" are the expensive, low/zero-conversion drains.
LinkedIn hygiene: approve the clear-cut company exclusions above (Disney, Chick-fil-A, big chains) to stop wasting impressions on non-ICP accounts.
Clarity token — retry / regenerate so tomorrow's brief has friction data.

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

From competitor scan (Triptease, THN, Sojern, Revinate, Cendyn, Profitroom). Meta Ad Library API was app-permission-blocked; angles drawn from live landing-page/messaging reads. Top 3 to test: risk-reversal wedge, AI-search visibility, anti-agency.

A · "No stay, no pay" — the honest wedge (vs Triptease "no booking, no fee")

Primary (Meta): Triptease bills you when a guest clicks "book." We bill you when they sleep in the bed. If the stay cancels, you owe nothing. No retainer. No upfront. No stay, no pay.
Headline: Pay when they stay — not when they book.
LinkedIn variant: Most "performance" hotel marketing bills at booking — which can cancel. Sail bills only on the completed stay. That's the difference between activity and outcomes.

B · AI-search visibility — "Do guests find you when they ask ChatGPT?" (only THN claims this)

Primary: Your guests are asking ChatGPT "best boutique hotel in [city]." If the answer isn't you, the OTA wins the booking you never saw. Sail makes independents findable where discovery is actually moving.
Headline: When they ask AI where to stay, do they hear your name?

C · Anti-agency — "paid for outcomes, not activity" (no competitor owns this)

Primary: Your agency gets paid whether guests show up or not. We don't. Sail only wins when a booked room becomes a stayed night. Skin in the game, not a slide deck.
Headline: The marketing partner that only gets paid when you do.

Also worth queuing: OTA-invoice-at-month-end commission math ($150 room × 15–25%), and a parity/"bidding on your own name" rescue hook. Public-numbers guardrail respected — no internal ROAS/8.3x exposed; client-side gains only, anonymized.