Ad platforms optimise for the outcome you give them. If the only signal they get is a click, that is what you will buy. Tie spend to confirmed bookings in your booking system and most campaign decisions become obvious.
Three numbers per campaign
- Cost per confirmed booking, not cost per lead.
- Return on ad spend measured on booking value, net of reseller commission.
- Budget utilisation, so you can see which winners are capped.
The weekly call
Pause anything that has spent a meaningful amount with no bookings in the period. Increase budget on anything profitable and budget-capped. Leave the middle alone for another week. Done consistently, this beats a quarterly agency review every time.
Move the money weekly. Small, frequent corrections outperform one big reallocation at the end of the month.
