Hospitality — Bali, Indonesia
Bali Sands — from brochure to booking channel.
A premium villa-management company with 80+ properties across Canggu, Pererenan, Seminyak, Uluwatu, Ubud and Sanur — bringing owners' villas to market and filling their calendars.
| Campaign | Spend | ROAS | CPA / CPL | Results |
|---|---|---|---|---|
| Prospecting — Canggu & Uluwatu villas | $9,400 | 5.60x | $46.08 | 204 bookings |
| Prospecting — Ubud honeymoon stays | $6,100 | 4.40x | $52.59 | 116 bookings |
| Retargeting — Engaged 14d | $4,200 | 7.30x | $51.22 | 82 bookings |
| Owners — Villa acquisition (leads) | $3,800 | — | $39.58 /lead | 96 leads |
| Month 8 total | $23,500 | 4.69x | $58.46 | 402 + 96 |
The working view
Month eight — the direct-booking engine.
No Google in this engagement — the mandate was paid social only. Everything below reconciles to $23,500 of spend, 402 direct reservations and 96 owner leads.
| Campaign | Delivery | Budget | Results | Reach | Impressions | Cost per result | Amount spent | Purchase ROAS |
|---|---|---|---|---|---|---|---|---|
BSM · Prospecting — Canggu & Uluwatu Sales · Broad · AU/SG/EU | ActiveSales | $313/day | 204 bookings | 1,842,006 | 4,208,114 | $46.08 | $9,400 | 5.60 |
BSM · Prospecting — Ubud honeymoon stays Sales · Broad · AU/EU/US | ActiveSales | $203/day | 116 bookings | 1,208,440 | 2,714,882 | $52.59 | $6,100 | 4.40 |
BSM · Retargeting — Engaged 14d Sales · Custom audience · video + site | ActiveSales | $140/day | 82 bookings | 184,210 | 1,442,006 | $51.22 | $4,200 | 7.30 |
BSM · Owners — Villa acquisition (leads) Leads · Broad · ID/AU/SG | ActiveSales | $127/day | 96 leads | 402,884 | 1,108,442 | $39.58 /lead | $3,800 | — |
| Results from 4 campaigns | $783/day | 402 bookings | 3,318,904 | 9,473,444 | $58.46 /booking | $23,500 | 4.69 |
Meta Ads Manager — month 8Three booking campaigns and one owner-acquisition lane running side by side out of the same $23,500.
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| Ad set | Delivery | Budget | Purchases | Frequency | CPM | Cost per purchase | Amount spent | ROAS |
|---|---|---|---|---|---|---|---|---|
Canggu surf-trip — AU 25–44 Broad · Australia · 25–44 | ActiveSales | $164/day | 118 | 1.42 | $6.10 | $41.86 | $4,940 | 6.10 |
Uluwatu cliff villas — SG/EU Broad · Singapore, EU · 28–50 | ActiveSales | $149/day | 86 | 1.31 | $6.84 | $51.86 | $4,460 | 5.00 |
Ubud honeymoon — AU/EU/US Broad · 26–42 · engaged couples | ActiveSales | $203/day | 116 | 1.28 | $6.72 | $52.59 | $6,100 | 4.40 |
RT — Viewed a villa page, 14d Custom audience · 186,440 people | ActiveSales | $97/day | 61 | 7.84 | $5.94 | $47.70 | $2,910 | 7.80 |
RT — Watched 50% of a villa reel Custom audience · video engagers | ActiveSales | $43/day | 21 | 6.12 | $6.31 | $61.43 | $1,290 | 6.10 |
Owners — villa acquisition, ID/AU Broad · property owners · 30–60 | ActiveSales | $127/day | 96 | 1.84 | $3.43 | $39.58 | $3,800 | — |
| Results from 6 ad sets | $783/day | 498 | 2.96 | $6.28 | $47.19 | $23,500 | 4.69 |
Ad-set level — micro-market splitCanggu, Uluwatu and Ubud are three different guests. Splitting them at ad-set level is what made the creative honest.
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Two businesses, one account
Filling villas and finding villas.
The fourth card is the one we killed. A price-led hook produced the best CTR of the account and the worst guest: shorter stays, more cancellations, more support load. Cheap clicks are not cheap.
Angle · Direct booking
Angle · Honeymoon
Angle · Owner acquisition
Test · Price-ledWhat we tested
Eight months of verdicts.
| Test | Hypothesis | Spent | Result | Verdict |
|---|---|---|---|---|
| Micro-market split (Canggu / Uluwatu / Ubud) | Three destinations are three different guests | $18,400 | −26% cost per booking | WON |
| Price-led hook “from $189/night” | Price cuts the cost per booking | $5,900 | Best CTR, worst guest — killed | LOST |
| Cinematic villa reels vs photo carousels | Motion sells a space photos cannot | $12,100 | Reels −34% CPA | WON |
| 14-day retargeting into direct booking flow | Travel decisions close inside two weeks | $9,200 | 7.3x on the lane | WON |
| Owner-acquisition lane, always on | The supply side is also a paid-media problem | $21,600 | 96 leads/mo at $39.58 | WON |
| WhatsApp enquiry vs direct booking form | A chat step lifts conversion in this market | $4,400 | +18% enquiry-to-booking | WON |
| Broad vs travel-interest stacks | Broad finds travellers cheaper | $7,800 | Broad −15% CPA | WON |
Before Orvalis
- Social as a brochure — pretty, but booking nothing
- Occupancy dependent on OTA listings and their commissions
- No retargeting of engaged travellers
- Guest relationships owned by the platforms
- One creative language for six very different destinations
After the engagement
- Social as the #1 direct-reservation channel
- −38% OTA dependence — commissions kept by owners
- Full-funnel retargeting into the direct booking flow
- Guest database owned by the client, compounding
- Four destination lanes, each with its own guest and angle
The problem
Bali Sands manages villas as assets — their owners are paid from performance. Occupancy was strong, but too much of it arrived through Airbnb and Booking listings that charge commission on every night and own the guest relationship. Social media existed as a brochure, not as a booking channel.
What we did
We rebuilt paid social as a direct-reservation engine. Cinematic villa reels and property-story creatives fed a full-funnel Meta structure: broad prospecting into the strongest micro-markets, then retargeting engaged viewers straight into the direct booking flow. Every villa got a creative angle matched to its guest profile — surf trips in Canggu and Uluwatu, honeymoon stays in Ubud, family groups in Sanur and Seminyak.
A second lane ran continuously for the other half of the business: villa-owner acquisition. Supply is a media-buying problem too, and at $39.58 a lead it is a far cheaper one than most operators assume.
What happened
Direct monthly reservations grew from 128 to over 400 in eight months — a 3.1x multiple — while the share of nights arriving through commission-charging OTA channels fell by 38%. Each direct booking keeps the commission in the owner's pocket and the guest in the client's database, which compounds: repeat stays now start from an owned audience, not a rented one.
Eight months
From brochure to booking channel.
Stop posting, start buying
Cinematic villa reels replaced the photo feed. Tracking rebuilt around the direct booking flow, not page views.
Split the destinations
Canggu surf trips, Uluwatu cliff stays, Ubud honeymoons, Sanur families — four guests, four creative languages.
Close the loop
Retargeting pushed engaged travellers into the direct flow. Guest database starts compounding instead of belonging to a platform.
Fix the supply side too
An always-on owner-acquisition lane at $39.58 a lead — because more villas is also a media-buying problem.
Where the bookings came from
Month eight.
Direct reservations by destination
Top: reservations by destination. Bottom: guests by source market.
Within a quarter, social went from a brochure to a booking channel. Direct reservations tripled.
Bali Sands ManagementNext step
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