Internal · Management only
Cost per lead is never the primary success metric. Campaigns are judged on customer acquisition cost versus booking contribution, then on contribution after marketing.
Campaign snapshot
Visitors
18,420
Planner starts
1,515
Completed plans
482
Average USD budget
$1,240
Average family size
17
Royal recommendations
78%
Qualified leads
214
Deposits
27
Bookings
23
Average booking value
PHP 46,043
Contribution
PHP 538,000
CAC
PHP 10,609
Contribution after marketing
PHP 294,000
Sample dataset until live campaign volume replaces it. Internal one-villa family package target: US$750–$1200. Internal planning target for one-villa Fil-Am family experiences. Never publicly guaranteed — live PHP pricing and FX determine the final amount.
Campaign economics by market
| Market | Ad spend | Planner completion | Qualified leads | Deposits | Bookings | Contribution | CAC | Allowable CAC | Contribution ROAS | After marketing |
|---|---|---|---|---|---|---|---|---|---|---|
| Hawaii | PHP 96,000 | 35% | 96 | 14 | 12 | PHP 292,000 | PHP 8,000 | PHP 6,083 | 3.04× | PHP 196,000 |
| California | PHP 148,000 | 30% | 118 | 13 | 11 | PHP 246,000 | PHP 13,455 | PHP 5,591 | 1.66× | PHP 98,000 |
Allowable CAC = expected booking contribution × 25% acquisition allocation. Advertising is never optimised on revenue ROAS alone.
Allowable CAC calculator
PHP 6,000
Maximum customer acquisition cost at 25% allocation.
Primary KPI ladder
Red team
WATCH
Hawaii: many planner starts, few completions (35%)
Shorten the builder or move budget selection earlier.
WATCH
Hawaii: many proposals, few deposits (34%)
Review deposit clarity, USD framing and concierge follow-up speed.
CRITICAL
Hawaii: CAC exceeds allowable acquisition cost
Pause scaling and rebuild creative around contribution, not clicks.
WATCH
California: many planner starts, few completions (30%)
Shorten the builder or move budget selection earlier.
WATCH
California: many proposals, few deposits (28%)
Review deposit clarity, USD framing and concierge follow-up speed.
CRITICAL
California: CAC exceeds allowable acquisition cost
Pause scaling and rebuild creative around contribution, not clicks.
Standing checks
Experiments
Campaign headline
A: $1,000 Family Homecoming · B: Bring the whole family home
Price framing
A: Total family price · B: Per-person value
Creative
A: Royal experience video · B: Family emotion video
Winners are selected on booking contribution, never on clicks or cost per lead.
Retargeting audiences
Audiences are consent-compliant and behavioural only. Sensitive personal attributes are never used for ad targeting.
Language control
Never: Cheap resort, Budget resort, Lowest price.
Always: Family value, Private experience, Premium group value, Royal experience, Homecoming.
Nurture & memory loop
No nurture, memory-loop or campaign message is sent without appropriate marketing consent, and consent can be withdrawn at any time.
Creative scripts
Vertical video · 9:16
COMING HOME TO THE PHILIPPINES?
Visual
On screen
COME HOME TOGETHER.
Build your family plan
Vertical video · 9:16
YOU DIDN'T FLY FROM HAWAIʻI
TO STAY AWAY FROM YOUR FAMILY.
Visual
On screen
COME HOME TOGETHER.
Plan our homecoming
Vertical video · 9:16
20 FAMILY MEMBERS.
ONE UNFORGETTABLE HOMECOMING.
Visual
On screen
See what your budget can create.
See what your budget can create
Ad creative never states specific inclusions unless they are generated from currently available package pricing, and never implies an unbuilt property is operational.