Paid traffic management
Meta, Google or both, decided in the diagnosis.
Campaigns built around the question the guest is asking, not around the platform. Someone who already knows where they want to stay searches on Google; someone who has not chosen the destination yet discovers it on Instagram. The channel comes out of the diagnosis, and it changes when the season changes.
- Guesthouses and hotels looking to reduce OTA dependency
- Beach clubs and restaurants with a sharp high and low season
- Schools and experiences that need to fill a calendar in a short window
What happens across the month.
A campaign is not built once and left running. It is read and adjusted, and this is the cycle.
Structure and creatives live
Channel, audience and budget set in the diagnosis. The first campaigns go up with more than one creative, so there is something to compare.
Learning phase
The platform needs a volume of data before it delivers well. This is when cost per lead still swings, and when touching too much makes it worse.
Creative and hook testing
Creatives wear out. New ones go in and the ones that dropped come out, with the decision coming from the data and not from taste.
Reading and reallocation
Where next month's budget goes, and why. Whatever did not convert loses budget.
The media budget is yours, paid straight to the platforms.
The card is yours, the ad account is yours, and the ad money never passes through Explore. That is not paperwork detail: it means the account stays yours, with all of its history, if we ever stop working together. What Explore charges for the work is a separate thing, and it is not this budget.
Minimum of R$ 2,000 a month in media.
Below that the data does not add up and the campaign never leaves the learning phase. It is not worth starting, and we would rather say it here than on a call. This amount is your ad budget, paid to the platforms. It is not the price of Explore's work.
Raising the budget is a mid contract conversation.
Once the project is running and the data shows which campaign brings bookings, raising the investment is the move that pays the most, because you are putting money behind something already proven. That is not a first month decision, and we will not ask for it before we have something to show.
Meta, Google or both.
It comes out of the diagnosis. Meta finds people who were not looking yet; Google serves people who already are. Plenty of hospitality operations need both, but starting with both on a short budget is the fastest way to learn nothing about either.
A WhatsApp group with the people doing the work, not with an account manager.
The most common objection in this industry is "I hired an agency once and it did nothing". The story is almost always the same: they disappeared. The group is the answer to that. You talk to the people with their hands on it, the same day, with no ticket to open and no alignment meeting to wait for.
- The social media person on your project, who produces and publishes
- The paid traffic manager, who touches the campaign
- The day to day: a promo that came up, a room that opened, an event that landed on the calendar
Six months of contract, and up to twelve.
Brand and organic content take 90 to 180 days to turn into bookings consistently. A shorter contract measures nothing and wastes your money.
That is why the minimum is six months, and not because we want to lock anyone in. It is the time it takes to tell what worked from what was a coincidence. Contracts of up to twelve months exist for whoever wants to cross a whole season with the same team.
You are reading this here and not in the proposal on purpose. A term that only shows up at signing time reads like a trap.
One part is measured. The other you notice in your rate.
- 01Direct bookings
- 02Conversations started
- 03Cost per lead
The brand starts holding your price. It does not turn into a chart, but it shows up in the nightly rate you can charge and in the guest who stops asking for a discount.
Follower growth does not count as a result. It is a symptom, and Explore does not sell vanity metrics.
Defined in the diagnosis, before any contract.