Marbella
Perf: 41% ↓Pace: 17%Q1 spend: €37K
Target: €2.00M
Baleares
Perf: 60% ↓Pace: 9%Q1 spend: €67K
Target: €2.30M
Cataluña
No Q1 dataQ1 spend: N/A
Target: €5.75M
Sev+Cádiz
Perf: 35% ↓Pace: 38%Q1 spend: €38K
Target: €2.02M
Madrid
Perf: 77% ↑Pace: 68%Q1 spend: €78K
Target: €3.05M
Situation
Performance marketing is running flat at €1426K Apr–Dec across all regions. Q1 actuals show Marbella inverted on branding/performance, Baleares at minimal GCI pace, and no approved budget adjustments despite GCI targets requiring 2–3× growth in key regions.
FO + Sven approval required for additional investment. Estimate below provides the case.
Additional budget needed
+€243K
vs. flat plan · Apr–Dec
Request to FO / Sven
GCI gap remaining
€14.27M
after Q1 expected GCI of €846K
Annual target: €15.12M
Key changes proposed
Andalucía East
Q1 spend was 59% branding — inverse of what's needed for a 3× GCI growth target. International buyer market runs on Google and Meta. Recommended: +25% budget, 78% performance.
Balearics
Seasonal market — 70%+ of GCI lands Apr–Sep. Q1 GCI pace is just 9% of annual target, expected at this time of year. Must be at full pressure in April. Recommended: +10% budget, 75% performance.
Cataluña
Most efficient region (84% perf historically, 87% GCI pace). No budget increase needed — protect the split and let it run. Recommended: flat budget, 82% performance.
And. West
Local market with farming component — some branding is justified. But with a 75% growth target, performance must increase significantly from Q1's 35%. Recommended: flat budget, 60% performance.
Madrid
Best Q1 GCI producer (€520K, 130% of Q1 pace). Already running well at 77% performance in Q1. +15% budget uplift to capitalise on momentum. Recommended: +15% budget, 75% performance.
Open data points
Q1 March actuals
Daniel confirmed these arrive next week after review with marketing coordinators. Needed to finalise the 3+9 estimate precisely.
Channel-level conversion data
CPL and lead-to-deal by channel (Google, Meta, portals) not available. Consolidated only. Request via Raquel for Marbella/Baleares.
IT cost structure
Daniel flagged significant platform costs and wants to explore efficiencies on the call. Prepare overview of current tech spend.
For the FO / Sven conversation
The additional €243K request is driven primarily by Marbella (+25%) and Madrid (+15%), the two regions with the largest absolute GCI gap and clearest performance marketing levers. Without this, the current plan is mechanically insufficient to reach the 2026 targets in those regions — the budget-to-GCI ratio at current efficiency rates does not close the gap.
Apr–Dec budget by region
| Region | Q1 actual | Q1 GCI | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | Apr–Dec | Full year |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Marbella | €37K | €87K | €21K | €21K | €21K | €25K | €25K | €25K | €29K | €29K | €29K | €224K | €261K |
| Baleares | €67K | €49K | €32K | €32K | €32K | €38K | €38K | €38K | €32K | €32K | €32K | €306K | €373K |
| Cataluña | €125K | — | €53K | €53K | €53K | €50K | €50K | €50K | €57K | €57K | €57K | €479K | €604K |
| Sev+Cádiz | €38K | €190K | €14K | €14K | €14K | €17K | €17K | €17K | €20K | €20K | €20K | €153K | €190K |
| Madrid | €78K | €520K | €28K | €28K | €28K | €28K | €28K | €28K | €33K | €33K | €33K | €267K | €345K |
| ServiceCo | €27K | — | €27K | €27K | €27K | €27K | €27K | €27K | €27K | €27K | €27K | €240K | €267K |
| Total | €371K | €846K | €174K | €174K | €174K | €184K | €184K | €184K | €199K | €199K | €199K | €1.67M | €2.04M |
Monthly spend Apr–Dec by region (recommended)
Flat plan vs. recommended (seasonal + uplift)
Performance vs. branding split Apr–Dec
Remaining GCI needed after Q1 (Apr–Dec)
Target minus expected Q1 GCI = what you need Apr–Dec. Based on 2025 cost-per-GCI efficiency.
Q1 spend: performance vs. branding mix
Q1 expected GCI vs. annualised target
Q1 actuals detail
| Region | Performance | Branding | Total Q1 | Perf % Q1 | Perf % 2025 | Q1 GCI exp. | GCI target | GCI pace |
|---|