About the Project
A boutique hotel 3–4★ in Alanya (~40–80 rooms) is preparing for the summer season. The goal is to receive direct booking requests through Instagram (Direct, WhatsApp, Telegram, website) and reduce dependence on aggregators (Booking, etc.).
The hotel's Instagram account is already managed by a separate professional team (organic content, design, communication). Your responsibility is only paid advertising through the advertising cabinet.
What Needs to Be Done
- Setting KPIs, building the structure of advertising campaigns from scratch (advertising has not been launched before).
- Setting up Meta Pixel + Conversions API, UTM tagging, tracking requests.
- Launching campaigns on Instagram: placements in Feed, Stories, Reels.
- Audiences: interests, look-alike, retargeting.
- A/B testing of creatives and texts, optimization by CPL/CPA.
- Management: scaling working combinations, updating creatives, weekly reporting.
Organic account management, shooting, and posting are not included in the task; this is the responsibility of the account team. We only coordinate the use of materials and advertising publications with them.
We provide: access to the advertising cabinet (Business Manager), photos/videos, and unique selling propositions (through the account team), landing pages. The production of creatives is discussed separately.
Geo and Languages
Geo: Germany, Poland, Ukraine, the United Kingdom, Scandinavia (Sweden, Norway, Denmark), the Baltic States, Czech Republic, Netherlands + the domestic market of Turkey. The final list will be agreed upon.
Languages of advertisements: English, German, Polish, Ukrainian, Turkish (texts will be provided or agreed upon; your task is adaptation for the platform).
Requirements
Mandatory:
- Experience in targeting for at least 2 years, preferably with cases in travel/hospitality/real estate.
- Experience launching in foreign geos (EU/UK), understanding of demand seasonality.
- Confident work with Meta Ads Manager, setting up Pixel + Conversions API, UTM tagging.
- Ability to calculate unit economics: CPL, CPA, cost per booking, budget payback.
- Analytical approach to reporting, ability to explain decisions in simple terms.
Will be a plus:
- Knowledge of the specifics of the Alanya/Antalya market.
- Setting up lead forms and connections with WhatsApp/Telegram, chatbots, and CRM.
- German/Polish/Turkish for adapting advertisements.
- Skills in working with creatives (Canva, editing short videos/Reels).
Soft requirements:
- Punctuality in reports, proactivity, willingness to be available during working hours.
- Transparency: access to the advertising cabinet remains with us/client.
Work Plan (by Stages)
Stage 0. Onboarding — 1–2 days. Briefing, access, agreement on KPIs and budget. Outcome: media plan and forecast for requests.
Stage 1. Technical Preparation — 1–2 days. Setting up Meta Pixel + Conversions API, conversion events, UTM tagging, tracking verification. Outcome: working analytics, tracking checklist.
Stage 2. Launch — 2–3 days. Assembling the structure of campaigns, audiences, uploading the first creatives and texts, starting with a test budget. Outcome: active campaigns on Instagram.
Stage 3. Testing and Optimization — 1–2 weeks. A/B testing of audiences, placements, creatives, and offers. Cutting weak combinations. Outcome: confirmed combinations with projected CPL.
Stage 4. Scaling and Management — entire season. Gradual budget increase on working combinations, retargeting, updating creatives against burnout, maintaining target CPA.
Timelines are approximate and will be adjusted based on budget and material readiness.
Reporting
Weekly report (every Monday):
- Spent over the week, in EUR/USD/TRY.
- Impressions, clicks, CTR, CPM, CPC.
- Requests/leads, cost per request (CPL).
- Bookings/target actions and cost (CPA).
- What was tested, which combinations are working/disabled, plan for the next week.
Monthly report:
- Summary dynamics of metrics month over month.
- Final payback of the advertising budget.
- Conclusions and recommendations for budget and strategy for the next period.
Format: Google Sheets + short text summary. Operational communication — in the agreed messenger, response during working hours.