O uso de tráfego pago e CRM para otimização de reservas em hotelaria: um relato tecnológico

Abstract

This technological report describes the application of paid traffic strategies for a client in the hotel sector located in the São Paulo region, covering the initial planning, ad platform configurations, metric analysis, and the implementation of a CRM system to measure Return on Advertising Spend (ROAS) and sales predictability. Through the integration between paid advertising platforms (Meta Ads and Google Ads) and a CRM tool (Kommo), it was possible to structure a complete digital journey — from lead generation to the follow-up of reservation conversions. The identified problem was the lack of an efficient digital structure, which hindered the control over customer acquisition sources, the evaluation of marketing performance, and the predictability of sales, especially during low-occupancy periods. The intervention involved strategic planning, audience definition, campaign setup, A/B testing, and the analysis of key metrics such as CPM, CPL, CTR, CPC, ROAS, and CAC. From the execution of the campaigns and the automation of commercial processes, a significant improvement was observed in marketing efficiency, with a reduction in acquisition cost and an increase in conversion rate. The CRM system allowed for centralized information, lead segmentation, and the generation of relevant data to support decision-making. The results show that the combination of paid traffic and CRM contributes to revenue predictability, campaign scalability, and the professionalization of the commercial process, representing a competitive advantage for the hospitality sector. The strategy led to 3,323 leads generated, 67 confirmed sales, and a ROAS of 23.04, demonstrating the feasibility of using paid traffic and CRM to improve sales predictability and commercial efficiency in the hotel industry.