The Full Outbound System. Built for Sprint Digital.
Every deliverable we would build if you were our client, written around your real results and ready to use.
7Complete Steps
3Live Campaigns
18Nurture Emails
10VSL Slides
Before you read: Everything in this document is built on publicly available information about Sprint Digital. All details are based on what we know without having spoken to you directly. Every section can be refined once we have a proper conversation. Treat this as a strong starting point, not a finished product.
Joanna,
We built this for you.
This document follows the SES™ strategy, which stands for Sales Entry System. It is the exact framework Fruntend uses to take a B2B service firm from no outbound system to 10-50 qualified meetings a month. Every step in this blueprint maps to a layer of that system.
Layer 1
Strategy
Offer, positioning, pre-selling funnel
Layer 2
Infrastructure
Domains, mailboxes, warmup
Layer 3
Execution
Lists, copy, campaigns
Layer 4
Conversion
Replies, booking, show-up
Layer 5
Monetisation
Sales, close, pipeline
This document builds every component across all five layers, in order, so nothing is missing when you launch.
Inside is the complete outbound system we would build for Sprint Digital if you came on as a client. Every section is built around your actual results. Certified Google Partner. Aspect Hotel Park West achieving 228% more direct booking conversions after we rebuilt their campaigns. 70+ clients across 6 countries. Every email uses your real proof. Every script is written around what you already have.
Cold-Traffic Offer
Lead Magnet
Cold Email Campaigns
VSL Script + Slides
Landing Page Copy
Pre-Call Nurture (18 emails)
NEPQ Sales Call Script
Full Objection Handlers
At the end of this document you will see two options. Build it yourselves using everything here, or let Fruntend run the whole thing on a pay-per-meeting basis. Either way, the blueprint is yours.
★ Trusted By 50+ B2B Companies Across 10+ Industries ★
That we've helped book 2,000+ sales meetings with leading brands
Step 01
Your Cold-Traffic Offer
The offer is the foundation of everything else in this system. One sentence, one specific outcome, one timeframe, one guarantee. Every email, every campaign, and every call in this blueprint exists to deliver this offer to the right people.
01One sentence
02One specific outcome
03One timeframe
04One guarantee
The Offer
"We help independent hotels get 40 direct bookings per month through Google Ads, or you get your money back."
New moneyTangibleSpecific timelineClean guarantee
New money. Tangible. Specific outcome. Clean guarantee. The target is any hotel, hospitality group, or accommodation business currently losing direct bookings to OTAs like Booking.com and Expedia, paying 15-20% commission on every booking they generate. Widest possible TAM globally.
This works for hotels that have never had a properly managed Google Ads setup, and for those running ads already but not at full effectiveness. Both audiences. Highest TAM.
💡
This is an example offer, not a final recommendation. In practice the offer always leads with the strongest vertical and best proven result. Based on Sprint Digital's Aspect Hotel Park West case study (228% increase in direct booking conversions, 35% more conversions year on year, brand search impression share of 75% beating Booking.com's 60%), here is a strong starting point:
Option A: Independent hotels cutting OTA commission (e.g. Aspect Hotel Park West)
"We help independent hotels like Aspect Hotel Park West get 40 direct bookings per month, or you get your money back."
Option B: Hotel groups wanting guaranteed booking volume
"We help hotel groups get 20 confirmed direct bookings per month, paying only per booking confirmed."
Option C: Boutique hotels losing brand search to Booking.com
"We help boutique hotels rank above Booking.com and get 15 direct bookings per week, or we work free until we do."
The Outcome
More direct bookings, less OTA dependency, and a consistent pipeline from cold traffic. A specific outcome, a defined timeframe, and a risk-removal guarantee gives cold hotel prospects a clear reason to respond from the very first touchpoint.
Rather than: leading with a full list of digital services at cold prospects who have no context, no trust, and no obvious reason to respond to a generalist agency pitch.
A free, low-friction slice of the main offer. Cold prospects have zero trust, so the lead magnet lets them experience real value before any commitment is required. They keep what we deliver regardless of what they decide next, which means the first conversation is about scale, not proof.
🎯
Free slice of the offerThey experience the work before committing to anything
🔒
Zero frictionNo barrier to entry. They say yes to value, not a financial commitment
✅
They keep everythingThe campaign build and all assets stay with them regardless of what they decide
📈
Natural bridge to main offerFirst conversation becomes about running it and scaling it, not proving it works
Free First Month of Google Ads Management
Sprint Digital builds the full Google Ads campaign for your hotel: conversion tracking setup, audience and competitor research, brand campaign build, and full first-month management included. Every asset created stays with the hotel regardless of what they decide next.
This is a direct sample of the main offer. The hotel gets to see the quality of Sprint Digital's campaign builds, the speed of execution, and the impact on direct booking volume before committing to ongoing management. The conversation that follows is about continuing and scaling, not proving it can work.
Note to client: The free month is built specifically around the hotel's booking mix, their current OTA dependency, and their target audience. It is not a generic template. Ad spend to run the campaigns is separate and the hotel's responsibility to activate.
Example lead magnet. Two other directions worth considering:
A
Free first month of Google Ads managementFull campaign build, tracking setup, and 30 days of management included. All assets and campaign data are handed over regardless of what they decide after that.
B
First campaign built and handed over, freeSprint Digital builds the full Google Ads campaign for the hotel, covering conversion tracking, keyword research, brand campaign structure, and ad copy. They keep everything.
C
First 5 direct bookings, on usSprint Digital builds and runs the campaign and the hotel pays nothing until 5 direct bookings have come through. The result comes first. The commercial relationship follows.
Example onlyConfirmed on discovery call
The Outcome
Convert fence-sitters into pipeline. A free entry point gives cold hotel prospects a tangible win before they commit, creating a warm audience who already knows what Sprint Digital's campaigns look like before any money changes hands.
Rather than: sending every cold prospect straight to a booking page and losing the majority who were interested but not yet ready to commit to ongoing campaign management.
Three campaigns built out fully, two emails each, covering the core angles. Every email stands alone with the full offer, guarantee, and a clear next step. Additional campaign angles are layered in once the core three are running.
C1
Direct OfferStraight to the offer, no preamble
C2
VSL CampaignDrives to the video breakdown of the full offer
C3
Free First MonthFirst month of Google Ads management at no cost
C1
Direct Offer Campaign
Drives to main offer page
Email 1Day 0Template 3
Subject: quick question
{{first_name}}, not sure if you've looked at this, but we could get your hotel 30% more direct bookings in 90 days using Google Ads, or you get your money back.
Would that be worth hearing more?
{{signature}}
P.S. Aspect Hotel Park West saw a 228% increase in direct booking conversions after we rebuilt their Google Ads campaigns.
Email 2Day 4
Subject: re: quick question
{{first_name}}, Aspect Hotel Park West was losing their brand search impressions to Booking.com. We rebuilt their Google Ads campaigns and they saw 228% more direct booking conversions within a year.
30% more direct bookings for your hotel in 90 days using Google Ads, or you get your money back.
Would that be worth hearing more?
{{signature}}
C2
VSL Campaign
Short video walking through the offer, driving to main offer page
Email 1Day 0Framework A
Subject: quick video
{{first_name}}, if we could show you exactly how we'd get your hotel 30% more direct bookings in 90 days using Google Ads, guaranteed or you get your money back.
Would it be worth 8 minutes to watch the breakdown?
{{signature}}
P.S. Aspect Hotel Park West saw a 228% increase in direct booking conversions after we rebuilt their Google Ads campaigns.
Email 2Day 4
Subject: re: quick video
{{first_name}}, the video breaks down exactly how we'd get your hotel 30% more direct bookings in 90 days using Google Ads, or your money back.
No pitch. No call needed. Just the breakdown.
Worth 8 minutes?
{{signature}}
C3
Free First Month Campaign
Drives to lead magnet page
Email 1Day 0Framework A
Subject: fyi {{first_name}}
{{first_name}}, if we could build and manage your hotel's Google Ads for 30 days completely free: campaign setup, audience targeting, conversion tracking, and full management included. Every asset is yours regardless of what you decide next.
Would that be worth hearing more?
{{signature}}
P.S. Aspect Hotel Park West saw a 228% increase in direct booking conversions after we rebuilt their Google Ads campaigns.
Email 2Day 4
Subject: re: fyi {{first_name}}
{{first_name}}, to be specific about what the free month covers. We set up conversion tracking, research your competitors and target audience, build the full Google Ads campaign, and manage it through 30 days. The campaign, the data, and all assets are yours regardless of what you decide after that.
Would that be worth hearing more?
{{signature}}
Additional Campaign Angles
The three campaigns above cover the core entry points. Additional angles are layered in once the core three are running.
Other campaign angles used in this system include:
Aspect Hotel lookalike (Booking.com stealing your search)Hotel group, multiple propertiesNew hotel manager taking overOTA commission cost angleAds running, not convertingCuriosity / No CTA
Email variations: 1B, 2B, 3B
Run a B variant alongside each campaign to test different angles on the same audience.
1Bhonest questionCommission-cost angle
Opens with a precise question about what the hotel is currently paying Booking.com in commission each month, then connects Sprint Digital's Google Ads offer as the direct alternative in one flowing sentence. The cost of OTA dependency framed as the problem, direct bookings via Google Ads as the solution. Soft CTA only.
2B228%Proof-led
Leads with the Aspect Hotel Park West 228% increase in direct booking conversions as one clean human sentence, then applies the same Google Ads logic directly to the prospect's hotel. Drives to the VSL. No meeting ask in email one.
3Bdirect rateQuestion-led
Opens with a direct question about what percentage of the hotel's bookings are currently coming direct versus through OTAs, rather than stating the problem. Offers the free first month as the natural next step. Soft CTA.
Different tonesDifferent entry pointsRun B variants in parallel
📋
A note on these campaigns: These are working examples built to show the structure, tone, and approach we use. We haven't spoken yet, so the copy isn't fully dialled in to Sprint Digital's exact ICP or the specific language your hotel buyers respond to. Once we have a conversation, every sequence gets refined, tightened, and built to convert.
⚙️
A note on sending infrastructure: Sending 1,000+ cold emails per day reliably requires dedicated sending domains, warmed inboxes, and correct DNS setup (SPF, DKIM, DMARC). Without it, well-written campaigns still land in spam.
Fruntend manages the entire infrastructure as part of the system. No technical work on your end. You only pay per meeting that shows up.
The Outcome
Three campaigns running simultaneously across different angles creates consistent daily meeting flow instead of spikes and droughts. Every structure, subject line, and CTA is built from analysis of over 1.5 million sent emails, not guesswork.
Rather than: running one or two manual campaigns, writing copy from scratch each time, and wondering why reply rates have dried up.
A VSL is a short pre-recorded video that walks a cold prospect through the problem, your proof, and the offer before they ever speak to a salesperson. Prospects who watch it arrive on the call already sold. Closers confirm and collect rather than sell from scratch.
🔨
How to build and record this: Once the script below is finalised, build the slide deck in Gamma (gamma.app). To record, use Tella.tv or Loom. Both let you record screen and camera together and export a clean link to embed on the landing page. Total time from script to live video: under 1 hour.
Slide 1: Hook + Early CTA
If your hotel is losing direct bookings to Booking.com and paying commission on every one, this is worth 8 minutes.
Hi, I'm [Name] from Sprint Digital. In the next 8 minutes I'm going to show you exactly how we get hotels more direct bookings using Google Ads, and why the cost of doing it is a fraction of what you're currently giving away in OTA commission, guaranteed 30% more direct bookings in 90 days, or you get your money back.
If that sounds like something your hotel needs, hit the button below this video and let's talk. If you want to see how it works first, keep watching.
[CTA BUTTON: See If You Qualify]
Slide 2: The Problem
Online travel agencies are taking 15-20% commission on every booking they generate for you.
Every time a guest books through Booking.com or Expedia instead of your hotel's own website, you're handing 15 to 20% of that booking in platform commission. For a hotel generating 500,000 in annual OTA revenue, that's 75,000 to 100,000 disappearing every year.
But the problem is worse than the commission. OTAs are bidding on your hotel's own brand name in Google Ads. They are outranking your own website for searches of your hotel by name. Guests who are looking specifically for you are booking through Booking.com instead.
You are paying to acquire guests who were already coming to you.
Slide 3: The Cost
What OTA dependency is actually costing your hotel, year after year.
A hotel doing 500,000 through OTAs is paying 75,000 to 100,000 in commission. Every year. Shifting even 20% of that to direct saves 15,000 to 20,000 a year. Shifting 50% saves 35,000 to 50,000.
The maths is clear. The question is how.
Sprint Digital is a certified Google Partner. We have 70+ clients across 6 countries and we specialise in getting hotels more direct bookings through Google Ads. This is not a general service. This is what we do.
Slide 4: Social Proof
What Aspect Hotel Park West achieved after working with Sprint Digital.
Aspect Hotel Park West was losing their brand search impression share to Booking.com. OTAs were outranking the hotel's own website for guests searching for Aspect Hotel by name. Direct bookings were being intercepted.
We rebuilt their Google Ads campaigns and focused the budget on reclaiming brand search.
Within a year, Aspect Hotel achieved a 75% search impression share, beating Booking.com's 60%. 35% more conversions. 30% higher return on ad spend.
By January 2024, direct booking conversions were up 228% compared to the same month the previous year.
That is what a properly built Google Ads strategy looks like for a hotel.
Slide 5: The Mechanism
How Sprint Digital's Google Ads system works for direct hotel bookings.
Step 1: Discovery. We understand your hotel's current booking mix, OTA dependency, and where the biggest direct booking opportunities are.
Step 2: Campaign build. Conversion tracking setup, competitor research, brand and performance campaigns built to reclaim your search presence.
Step 3: Go live. Campaigns launch. Direct booking volume starts shifting.
Step 4: Weekly optimisation. Every euro of ad spend is being improved based on real data. Nothing set and forgotten.
Step 5: Monthly reporting. Direct bookings, ROAS, and commission savings tracked and reported every month. When it works, we scale it.
Slide 6: Objections
The four questions we hear most often.
1. "We already run Google Ads." Most hotels running Google Ads haven't optimised for direct booking conversion, haven't reclaimed brand search share from OTAs, and haven't set up proper attribution. The improvement potential is almost always significant.
2. "We tried it before and it was expensive." Ad spend that isn't generating direct bookings is expensive. Ad spend that replaces OTA commission is not a cost at all. It is a switch in where the money goes.
3. "Booking.com drives most of our bookings." That is exactly the problem. The more dependent on OTAs you become, the higher the commission costs and the weaker your direct guest relationship becomes.
4. "We don't have time to manage it." You don't have to. Sprint Digital handles everything. Full management, reporting, and optimisation. You focus on the hotel.
Slide 7: Two Paths
You have two options from here.
Option A: Continue giving 15-20% of every OTA booking to Booking.com. Watch the commission costs compound every year as OTA dependency grows and direct booking volume stays flat.
Option B: Reclaim your brand search presence, build a direct booking engine, and shift revenue from OTA commission back into the hotel. 30% more direct bookings in 90 days, or you get your money back.
One path makes Booking.com richer. The other builds something for your hotel.
Slide 8: Offer Stack
Everything included when Sprint Digital manages your Google Ads.
Certified Google Partner management. Advanced knowledge of the Google Ads platform, consistently outperforming average campaign benchmarks.
Brand campaign build and optimisation. Reclaim your search impression share from OTAs so guests who are looking for your hotel book directly.
Conversion tracking setup. Every direct booking attributed correctly so you know exactly what is working.
Audience targeting and bid strategy. Right guests, right intent, right price for every campaign.
Weekly monitoring and performance reviews. Every week. Nothing set and forgotten.
Monthly reporting on direct bookings, ROAS, and commission savings. Clear numbers, plain English.
First month's management included free.
Slide 9: Guarantee
30% more direct bookings in 90 days, or you get your money back.
Sprint Digital is a certified Google Partner with 70+ clients across 6 countries. We manage hotel PPC campaigns every day. The Aspect Hotel Park West result is not an outlier. It is the outcome of a properly built system applied consistently.
If your hotel does not see 30% more direct bookings within 90 days of your campaigns going live, you get your money back. Full stop.
[FULL WIDTH, MAXIMUM VISUAL WEIGHT]
Slide 10: CTA
Here is how to get started.
Step 1: Book a quick call. 20 minutes. We understand your hotel's current booking mix and confirm whether Sprint Digital's Google Ads service makes sense.
Step 2: Campaign build. Tracking, audience research, brand and performance campaigns set up and ready to run.
Step 3: Direct bookings grow. Campaign goes live, direct booking volume increases, and OTA commission costs fall.
[CTA BUTTON: Book Your Free Strategy Call]
Or if you want to start immediately: [CTA BUTTON: Claim Your Free First Month]
[Trust signals: Certified Google Partner / 70+ clients, 6 countries / Hotel PPC specialists, Dublin]
VSL script variations
A
Commission-firstOpens with the OTA commission cost calculation, moves to the Aspect Hotel proof, then the mechanism and guarantee. Works best with hotel owners and GMs who make decisions on financial impact. Hook is a number: "that is money leaving your hotel every single year."
B
Story-ledOpens with the Aspect Hotel Park West case study. "Booking.com was outranking their own hotel for their own brand name. Here is what we found and what happened in 12 months." Converts better with warmer audiences who need proof before process.
C
Search impression share angleOpens by explaining search impression share in plain English. "Right now, when a guest searches for your hotel by name, Booking.com is likely appearing above your own website." Analytical buyers who want to understand the mechanism before the outcome.
A/B test hooksCommission vs story vs search mechanicsMatch to audience temperature
▶ Finished product: SES™ VSL example
The Outcome
A well-built VSL increases show rates, improves close rates, and means prospects arrive pre-sold. They understand what Sprint Digital does, how it works, and what the guarantee covers before the call starts. Cold lead to hot booked meeting in minutes.
Rather than: sending a calendar link and hoping prospects show up with any real interest, context, or intent to move forward.
The single page cold email traffic lands on. Its job is converting a sceptical hotel owner or GM into a booked call. The VSL pre-sells, the guarantee removes risk, the FAQ handles objections, and the calendar embeds directly on the page with no separate booking step.
Hero, H1
We'll Get Your Hotel 30% More Direct Bookings in 90 Days Using Google Ads, or You Get Your Money Back.
Hero, Subheadline
Certified Google Partner hotel PPC specialists. 70+ clients across 6 countries. Real results for real hospitality businesses.
Hero, Trust Micro-Signals
Certified Google Partner / 70+ clients across 6 countries / Hotel PPC specialists, Dublin
Social Proof Band
Logo strip: Aspect Hotel Park West, PREM Hospitality, Roganstown Hotel and Country Club, Arbutus Hotel, Viking Hotel, and 70+ hospitality clients across Ireland, UK and Europe.
VSL Section
[VSL embed, 8-minute video]
Chapter markers:
0:00 - Why OTAs are one of the biggest hidden costs in your hotel's revenue
1:45 - How brand campaigns work and why most hotels aren't running them correctly
3:30 - Aspect Hotel Park West: 228% more direct booking conversions in 12 months
5:15 - The 5-step Google Ads process for direct bookings
7:00 - Guarantee and how to get started
[CTA below video: Book Your Free Strategy Call]
Calendar Embed
[TypeForm qualification + Calendly booking, embedded directly on page. No separate booking page. Only pixel the qualified confirmation page.]
Who It's For Grid
YES, this is for you if:
- Your hotel is currently relying on Booking.com or Expedia for the majority of bookings
- You're paying 15%+ commission on OTA bookings every month
- Your Google Ads are underperforming or not running at all
- You want more direct bookings without increasing your total marketing budget
NOT for you if:
- Your direct booking rate is already above 60% and growing
- You're not willing to invest any ad spend at all
- You're looking for a one-off fix, not an ongoing managed service
How It Works, 4 Steps
1. Discovery call (20 minutes). We understand your current booking mix, OTA dependency, and where the biggest direct booking opportunities are.
2. Campaign setup. Tracking, audience research, brand and performance campaigns built and ready to run.
3. Campaigns live. Direct bookings start coming in. OTA commission costs start falling.
4. Consistent growth. Monthly reporting on direct bookings, ROAS, and commission savings. Scale what works.
Results Strip
Aspect Hotel Park West: 228% more direct booking conversions within 12 months of working with Sprint Digital.
35% increase in conversions year on year. Brand search impression share of 75.15%, beating Booking.com's 60.79%. 30% higher return on ad spend.
Guarantee, Full Width
If your hotel does not see 30% more direct bookings within 90 days of your campaigns going live, you get your money back. No conditions. No fine print. We stand behind our work.
FAQ, 7 Questions
1. What exactly does Sprint Digital manage?
Full Google Ads management: brand campaigns, performance campaigns, conversion tracking setup, audience and competitor research, ongoing weekly optimisation, and monthly reporting. Everything.
2. How do you guarantee 30% more direct bookings?
The main lever is reclaiming brand search impression share from OTAs and ensuring every euro of ad spend is going to high-intent booking traffic. Aspect Hotel Park West saw 35% more conversions in year one and 228% more by January of year two. The system works when it is built and run correctly.
3. How much Google Ads spend does my hotel need?
This is confirmed on the discovery call based on your hotel's size and current booking mix. Typically in the region of 1,000 to 3,000 per month for a mid-sized hotel, though it varies significantly by property and market.
4. We're already running Google Ads.
Most hotels running Google Ads independently have not optimised for direct booking conversion, have not reclaimed brand search share from OTAs, and have not set up proper attribution. The improvement potential is almost always significant. The free first month lets you see the difference.
5. What makes Sprint Digital different from managing it ourselves?
Sprint Digital is a certified Google Partner. We have consistently outperformed average Google Ads campaign benchmarks, which is part of the accreditation requirement. Hotel PPC has specific nuances around OTA competition and direct booking intent that require specialist knowledge to get right.
6. How quickly will we see results?
Most hotels see improvement in the first 30 days as brand campaigns start reclaiming search impression share. The 30% increase target is set for 90 days to allow for proper optimisation and data accumulation.
7. What happens if it doesn't work?
You get your money back. That is the guarantee. We stand behind every campaign we build.
Final CTA, Dark Background
30% More Direct Hotel Bookings in 90 Days Using Google Ads. Or You Get Your Money Back.
[Primary CTA: Book Your Discovery Call]
[Ghost CTA: Claim Your Free First Month]
The Outcome
One focused page built for cold traffic with an embedded calendar, proof positioned where doubt appears, and zero competing distractions. Every element refined across 50+ builds.
Rather than: directing cold prospects to Sprint Digital's main website, which is built for warm traffic, gives visitors a dozen places to go, and has messaging designed for people who already know you.
18 emails and 3 SMS sent in the 72 hours between booking and the call. Booking intent decays fast. This sequence keeps prospects warm, re-exposes them to the proof and guarantee, and handles objections before they surface. By the time the salesperson dials in, the prospect is already pre-sold.
SMS 1: Immediate on booking
Hey [First Name], your call with Sprint Digital is confirmed for [Date] at [Time]. Join here: [Zoom link]. While you wait, this short video explains exactly how the direct booking system works: [VSL link]
SMS 2: 24 hours before call
Hey [First Name], just a reminder your call with Sprint Digital is tomorrow at [Time]. If you haven't watched the short video yet it's worth 8 minutes before we speak: [VSL link]
SMS 3: 1 hour before call
Hey [First Name], see you in an hour. Zoom link: [link]. Looking forward to it.
E1Day 1, ImmediateYou're booked in
Hey [First Name],
Your call with Sprint Digital is confirmed. Details below.
Date: [Date]
Time: [Time]
Zoom: [link]
Before we speak, take 8 minutes and watch this: [VSL link]
It walks through exactly how the direct booking system works and what to expect on the call.
See you then.
[Name], Sprint Digital
P.S. Watch the video. It will make the call 10x better.
E2Day 1, 10amP1What "fully managed" actually means
Hey [First Name],
One question we get on almost every call: "What do I actually have to do?"
The answer is almost nothing.
We handle tracking setup, campaign build, audience research, bid strategy, weekly optimisation, and monthly reporting. A complete Google Ads service built specifically for direct hotel bookings.
Your job is to show up to the sales conversations when they book in.
[Name], Sprint Digital
P.S. Here's the video again if you haven't watched it: [VSL link]
E3Day 1, 12pmP4Aspect Hotel Park West
Hey [First Name],
One result worth having in your head before we speak.
Aspect Hotel Park West was losing their brand search impressions to Booking.com. Guests searching for the hotel by name were being intercepted and redirected to book through OTAs instead.
Sprint Digital rebuilt their Google Ads campaigns, refocused the budget on brand search, and got proper conversion tracking in place.
Within 12 months, direct booking conversions were up 35%. By January of the following year, they were up 228%.
That is the same approach we would bring to [Hotel Name].
[Name], Sprint Digital
P.S. [VSL link]
E4Day 1, 2pmP3Why most hotel Google Ads underperform
Hey [First Name],
The difference between how most hotels run Google Ads and how Sprint Digital does it.
Most hotels: Generic campaigns with no specific focus on direct booking conversion. No brand campaign protecting against OTA bidding. No proper attribution tracking what's actually working.
Sprint Digital: Brand campaign rebuilt to reclaim search impression share from OTAs. Conversion tracking set up correctly. Every euro of spend optimised weekly based on actual direct booking data.
That is what creates consistent direct booking growth.
[Name], Sprint Digital
P.S. [VSL link]
E5Day 1, 4pmP4What month 3 looks like
Hey [First Name],
By month 3, most hotels we work with have:
Had their brand search impression share reclaimed from OTAs and growing. Had direct booking conversion tracking set up and running correctly. Had initial direct booking volume increasing month on month.
That is the target for [Hotel Name] too. And after the first 90 days, if you don't see 30% more direct bookings, you get your money back.
[Name], Sprint Digital
P.S. [VSL link]
E6Day 1, 6pmP3The commission calculation
Hey [First Name],
A quick number worth having in mind before the call.
If [Hotel Name] generates 500,000 through OTAs in a year, you're paying 75,000 to 100,000 in platform commission. Every year.
Shifting 30% of those bookings to direct saves 22,500 to 30,000 annually. The Google Ads cost to achieve that is a fraction of the saving.
That is the commercial logic behind what Sprint Digital does.
[Name], Sprint Digital
P.S. [VSL link]
E7Day 2, 8amYour call is tomorrow
Hey [First Name],
Quick reminder that your call with Sprint Digital is tomorrow at [Time].
If you haven't watched the video yet, this is the best time: [VSL link]
It's 8 minutes and it answers most of the questions that come up on the call anyway.
[Name], Sprint Digital
E8Day 2, 10amP3The most common concern
Hey [First Name],
The thing we hear most often before a first call: "We tried Google Ads before and it didn't deliver."
In almost every case, the campaigns weren't built around direct booking conversion, brand search wasn't protected from OTA bidding, and there was no proper tracking to know what was actually working.
What Sprint Digital builds is structurally different from day one.
[Name], Sprint Digital
P.S. [VSL link]
E9Day 2, 12pmP1The guarantee, in full
Hey [First Name],
Just so it's completely clear before the call.
If your hotel does not see 30% more direct bookings within 90 days of your campaigns going live, you get your money back. No conditions. No fine print.
We stand behind every campaign we build.
[Name], Sprint Digital
P.S. [VSL link]
E10Day 2, 2pmP1What Google Partner certification actually means
Hey [First Name],
Sprint Digital is a certified Google Partner. That is not a self-awarded badge.
It means our team has passed Google's advanced certification exams and our campaigns have consistently outperformed average Google Ads benchmarks. Google requires ongoing performance standards to maintain the accreditation.
For your hotel, it means the people managing your campaigns have been tested against the hardest standard in the industry and passed.
Something worth considering when you choose who runs your Google Ads.
[Name], Sprint Digital
P.S. [VSL link]
E11Day 2, 4pmP2How long until you see results
Hey [First Name],
Realistic timeline for a new Sprint Digital campaign:
Month 1: Setup, tracking, campaign build. Brand search impression share starts recovering immediately.
Month 2: Data accumulating. Bids and targeting refined based on real booking data.
Month 3: Direct booking volume consistently up. 30% increase target confirmed or money back.
After month 3, we keep optimising and scaling. The longer the system runs, the stronger it gets.
[Name], Sprint Digital
P.S. [VSL link]
E12Day 2, 6pmP4How Aspect Hotel beat Booking.com in search
Hey [First Name],
The specific thing that changed for Aspect Hotel Park West.
Before Sprint Digital: Booking.com was outranking Aspect Hotel for searches of their own brand name. Guests looking specifically for Aspect Hotel were booking through Booking.com.
After Sprint Digital rebuilt their brand campaign and increased their search impression budget: Aspect Hotel's impression share rose to 75.15%. Booking.com's fell to 60.79%. Aspect Hotel was now winning in Google search for their own hotel name.
That is the turning point for direct bookings. We can build the same for [Hotel Name].
[Name], Sprint Digital
P.S. [VSL link]
E13Day 3, 8amYour call is today
Hey [First Name],
Your call with Sprint Digital is today at [Time].
Zoom link: [link]
See you soon.
[Name], Sprint Digital
E14Day 3, 10amP4How much time this actually takes
Hey [First Name],
The question that usually comes up late: "How much of my time does this take?"
Once the initial discovery is done, almost none. We handle campaign build, audience research, weekly optimisation, and monthly reporting.
If you want to review performance or discuss direction, we're available. Beyond that, you focus on running the hotel. We focus on filling it.
[Name], Sprint Digital
P.S. [VSL link]
E15Day 3, 12pmP3Why this is different from what didn't work before
Hey [First Name],
If [Hotel Name] has tried Google Ads before and it didn't deliver, here is what was likely different.
The campaigns probably weren't focused on direct booking conversion specifically. Brand search likely wasn't protected from OTA competition. And attribution tracking probably wasn't set up correctly, so there was no clear picture of what was actually working.
Sprint Digital fixes all three from day one.
[Name], Sprint Digital
P.S. [VSL link]
E16Day 3, 2pmWhat to expect on the call
Hey [First Name],
The call today is straightforward.
We'll spend a few minutes understanding [Hotel Name], your current booking mix, and what direct booking success looks like for your property. Then we'll walk through how Sprint Digital would approach it.
No pressure. No pitch. If it makes sense, we'll talk about next steps. If it doesn't, we'll tell you.
See you at [Time].
[Name], Sprint Digital
E17Day 3, 4pmP4Three things worth having ready
Hey [First Name],
Before the call, worth having a rough answer to these three things:
1. What percentage of your bookings currently come direct versus through OTAs?
2. Are you currently running any Google Ads, and if so, what results are you seeing?
3. What would 30% more direct bookings mean for [Hotel Name] in real terms, financially?
That's all you need. Five minutes of thinking. See you at [Time].
[Name], Sprint Digital
P.S. [VSL link]
E18Day 3, 6pmMissed the call?
Hey [First Name],
Looks like we missed you today. No problem at all.
If you'd like to rebook, here's the link: [Calendly link]
If the timing just isn't right, happy to pick this up whenever it is. The offer doesn't expire.
[Name], Sprint Digital
P.S. [VSL link]
The Outcome
18 emails and 3 SMS across 72 hours means hotel prospects arrive on the call pre-sold. They've seen the offer, the proof, the guarantee, and the objection answers before you ask a single question. Show rates go up. Cold leads start warm.
Rather than: a single calendar confirmation and hoping they remember why they booked or show up with any understanding of what they're walking into.
A question-based sales framework where the close happens in discovery, not the pitch. Prospects who articulate their own problem and sell themselves on the solution are far less likely to object or stall. Use "feel" not "think" throughout to keep the conversation emotional rather than analytical.
1
Phase 1: Connection
Disarm. Establish neutral frame.
"[First Name], thanks for making the time. Before we get into anything, I just want to be upfront, this call is really just for me to understand where [Hotel Name] is at right now, to see if what we do would even make sense for your situation. We obviously don't know enough about your setup yet to say either way. Does that sound fair enough?"
[Wait for yes.]
"Perfect. So tell me a bit about [Hotel Name], what does the booking side of the business look like right now, in terms of how guests are finding you and where they're booking?"
2
Phase 2: Situation
Find the real setup.
"What does your current booking mix look like? Roughly what percentage are coming direct versus through OTAs?"
"How long has it been structured that way? Is the split shifting in any direction?"
"Are you currently running Google Ads at all? If so, what does that look like?"
"What does a typical week look like from a bookings management standpoint?"
3
Phase 3: Problem Awareness
Help them find 3-5 problems. Root cause. Personal impact.
"Are you 100% satisfied with how your current booking mix is working for [Hotel Name]?"
[They will hesitate. Follow with:]
"What don't you quite like about it?"
"Has the OTA dependency had any impact on the business financially? Beyond just the commission costs?"
"When you think about the next 12 months, what worries you most about staying on the current path?"
"Is it fair to say that not having a reliable stream of direct bookings is one of the bigger things affecting the hotel's margins right now?"
4
Phase 4: Solution Awareness
Future pace. Get them to see and feel life after the solution.
"Let's say we were able to give [Hotel Name] 30% more direct bookings every month, guests booking direct, no OTA commission, no dependency on Booking.com to fill rooms. What would that do for the business?"
"And beyond the financial side, what would that actually mean for you personally?"
"How would that change what you're focused on day to day when it comes to bookings and marketing?"
5
Phase 5: Consequence
What happens if nothing changes. Get them to defend urgency.
"What happens to [Hotel Name] if the OTA dependency stays where it is over the next 12 months?"
"What does that cost the business in real terms? If you had to put a number on the commission you paid last year, what would it be?"
"Why not just leave it a few more months and revisit?"
[Let them answer. The more they articulate the cost, the more they own the urgency.]
6
Phase 6: Presentation
Tie every point back to their exact words from discovery.
"Based on everything you've told me, here's what I'd recommend for [Hotel Name]."
DONE FOR YOU:
"You mentioned you don't have the internal resource to manage Google Ads properly. Sprint Digital handles everything. Campaign build, tracking, optimisation, and monthly reporting. You don't touch it."
PROOF:
"Aspect Hotel Park West was in a similar position. Booking.com was outranking their own hotel in Google search. We rebuilt their brand campaigns and within a year they had 35% more direct booking conversions. By January of the following year, 228% more. That is the same system we would apply to [Hotel Name]."
GUARANTEE:
"You mentioned commission cost is the real pain. That's why we guarantee 30% more direct bookings in 90 days. If we don't hit it, you get your money back. Full stop."
PRICING:
"In terms of investment, Sprint Digital's monthly management starts at around [X] per month depending on your property size and ad spend. The free first month means you see the campaign quality and early results before committing to anything ongoing.
When you look at what you're currently paying in OTA commission, the maths almost always works in favour of doing this."
"Does that feel like a fair way to approach it, based on what you told me about where [Hotel Name] wants to go?"
7
Phase 7: Commitment
Let them sell themselves.
"Do you feel like this could be the answer for [Hotel Name]?"
[If yes:]
"Hold on, why do you feel like it is though?"
[Let them articulate it fully. They are now closing themselves.]
"I don't really have anything else to go through with you. The next step would just be getting started with the free first month so we can show you what the campaigns look like in practice. Does that feel like the right move?"
Objection Handlers
Too expensive
"Tell me, if the investment wasn't a concern, would this feel like it would make sense for [Hotel Name]?"
[Wait for yes]
"Why do you feel like it would though?"
[Let them articulate value. Then:]
"How do you think you could work through the investment side? Especially when you look at what you're currently paying in OTA commission?"
Need to think about it
"Of course. What's your timeframe on getting back to me?"
"What was it specifically you were wanting to think through? I want to make sure I haven't left anything unanswered."
We've tried Google Ads before and it didn't work
"What happened with that one? Who built it?"
[If they explain:] "What caused you to stop?"
[Tie to the brand campaign and direct booking conversion focus. What Sprint Digital builds is specifically around reclaiming OTA search share, which most generic campaigns never address.]
Need to speak to my partner / owner
"Of course. How does your [partner / owner] feel about the current OTA commission situation as things are?"
[Get them to articulate the shared awareness of the problem. Then:]
"Would it help if I put together a short summary you could share with them before that conversation?"
Not urgent right now
"When the summer season comes around and the OTA commission bill lands for the quarter, how do you feel about where the direct booking rate will be at that point?"
[Let them sit with that. Don't fill the silence.]
Just send me some information
"Of course. What specifically are you wanting to understand before making a decision? I want to make sure what I send is actually useful."
The Outcome
The NEPQ framework gets hotel prospects to sell themselves on Sprint Digital's service. The right questions in the right order means they arrive at the decision themselves. Average close rate lift of 10-20% on cold booked leads. Less resistance, shorter sales cycles.
Rather than: a standard pitch-and-close script that positions you as the seller, puts the prospect on the defensive, and relies on overcoming objections rather than eliminating them.
Full System Recap
Everything you just went through, in one place.
Step 01
Cold-Traffic Offer
One sentence. One specific outcome. One timeframe. One guarantee. Everything else is built around this.
Step 02
Lead Magnet
A free, low-friction version of the main offer. Gets prospects into the product before committing. They keep what they receive regardless.
Step 03
Cold Email Campaigns
Three core campaigns targeting cold prospects across different angles. Every email stands alone. Every email drives to one clear next step.
Step 04
VSL Script and Slides
A 10-slide pre-recorded video that pre-sells cold prospects before they ever speak to a salesperson. Closers confirm and collect, not sell from scratch.
Step 05
Landing Page Copy
The single page cold traffic lands on. VSL, guarantee, FAQ, and calendar all in one place. No separate booking page. No opt-in required.
Step 06
Confirmation and Nurture Sequence
18 emails and 3 SMS over 72 hours. Keeps booked prospects warm, handles objections before the call, and reduces no-shows.
Step 07
NEPQ Sales Call Script
A question-based framework across 7 phases. The close happens in discovery. Prospects sell themselves. Objection handlers built in throughout.
Important note: Everything in this document is built on publicly available information about Sprint Digital. All details are based on what we know without having spoken to you directly. Every section will be refined once we have a proper conversation and understand the intricate details of your business, your buyers, and what moves the needle for you specifically. Treat this as a strong starting point, not a finished product.
The amount of strategy changes implemented is insane, things I'd never think of. You'll see ROI very soon.
Joshua
Marketing Agency
Listened, clarified, executed. They gave me an opportunity to actually grow my business, not just promises.
Laura Cavin
Consultant
If you're looking for the best conversions, you need to check out this team. Refreshing to work with people that know how to take care of a client.
Jamal Ahmed
Privacy Consultant
Friendly, fast, ridiculously thorough. They will not let you down. Couldn't be happier with the results.
Tyler Hill
Marketing Agency
We've built 30+ funnels, I've never seen design and conversion work this dialed. Highly recommended.
Oscar Chavez
Growth Consultant
They didn't just build a lead-gen system, they crafted an engine. Redefined what's possible for outbound.
Mike Vandenstockt
Lead Gen Founder
Your Two Options
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Everything in this blueprint is yours to use and build yourself. Or hand it to Fruntend.
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Sprint Digital already has the proof. Aspect Hotel Park West, 228% more direct booking conversions after we rebuilt their Google Ads campaigns. 70+ clients across 6 countries. A certified Google Partner consistently outperforming industry benchmarks. The system exists to put that track record in front of the next hundred hotels that need more direct bookings.
