Google Ads for Hotels: How We Help You Advertise Your Hotel

Google Ads for Hotels: How We Help You Advertise Your Hotel

As a hotelier, you're probably constantly wondering how exactly you're going to fill the empty rooms in your hotel. Getting more clients is always a challenge; thankfully, however, Google Ads for hotels might be the exact solution that you're looking for.

Through Google Hotels Ads, you can appear across the platforms that are owned by Google, including Google Search and Google Maps. With this increased visibility, you gain more interest in your property, particularly when potential guests are actively searching for holiday destinations.

If you're interested in a Google Ads agency that will take care of these ads for you, we at Ads Institute think that we're a great option for your business. Not only do we have plenty of experience managing paid ad campaigns for a variety of different clients across industries, but we have an optimized process that will take your hotel 

Want us to prove it? Keep on reading to find out. 😉

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Table of contents

Is Google Hotel Ads Worth It?

Before we can even go into the nitty-gritty of our PPC process, there’s one pressing matter that we must attend to, and that’s whether Google Ads is the right choice for your business.

Naturally, since our business runs off selling Google Ads services, we’re obviously going to say that Google Ads are worth it. However, even if you don’t happen to choose us to manage your Google Ads hotel campaigns, we still believe that this is a great option for your business.

This is because you will benefit from a much higher visibility through using Google Hotel Ads. By having your hotel listing placed prominently among the choices of hotels when users are searching, you could not only gain more bookings, but your hotels would be made more known to potential bookers.

If you actually decide to make use of hotel ads, we believe that ideally, you would make use of a Google Ads agency for hotels. This would guarantee that you can benefit from the knowledge and experience of these agencies.

By choosing to work with a reputable PPC agency, not only would you be able to benefit from the best hotel advertising possible, they will also streamline the entire process for you

How Much Does Google Hotel Ads Cost?

The cost of Google Hotel Ads will differ depending on the value of the reservation. This is because Google Hotel Ads works off a commission basis, where Google takes 10% commission off the price of the booking. In other words, the higher the price of the booking, the higher the cost.

How We Guarantee the Best Hotel Ads on Google Ads

Now it’s time to put our money where our mouth is: what do we do that guarantees success for your hotel?

Our process regarding how to market a hotel via Google Ads is broken down into several steps, and not all of them can be explained on this page. So, we’ll explain a handful of them so that you can get a better idea of what it is we offer.

If you decide to make use of our services, then we’ll give you a more thorough, in-depth explanation. This will make sure that you know what you’re paying for.

And finally, before we continue, we’d like to say that no matter what kind of establishment you own, whether that’s a luxury hotel, a boutique hotel, a bed and breakfast, etc., we believe that our services can be a fantastic fit for your business just the same.

Deep Dive into Your Hotel & Goals: Crafting a Winning Strategy

To ensure our Google Ads campaign perfectly aligns with your hotel’s aspirations, we’ll embark on a collaborative discovery process. This in-depth analysis goes beyond the typical, delving into the heart of your property, target audience, and the competitive landscape.

Here’s what we’ll explore together:

  • Unveiling Your Hotel’s Gems: We’ll begin by thoroughly understanding your property’s unique selling points (USPs). What sets you apart from the competition? Is it your breathtaking oceanfront location, exceptional spa experience, or commitment to sustainable practices? Identifying these USPs will be the cornerstone of crafting compelling ad copy that resonates with your ideal guests.

  • Identifying Your Dream Guest: We’ll delve into the demographics, interests, and online behavior of your ideal guest. Understanding who you’re trying to reach is crucial for targeting the right audience with laser precision. This may involve analyzing past booking data, conducting market research, and understanding current travel trends.

  • Competitive Landscape Analysis: No island exists in a vacuum, and neither does your hotel in the online travel space. We’ll conduct a thorough analysis of your competitors, identifying their strengths and weaknesses. This knowledge will empower us to develop a differentiated strategy that positions your hotel favorably and captures the attention of your target audience.

  • Defining Success: Setting Measurable Goals: We’ll work collaboratively to define clear and measurable goals for your Google Ads campaign. This might involve increasing direct bookings by a specific percentage, achieving a desired return on investment (ROI), or attracting a higher number of guests from a particular demographic. Establishing these quantifiable goals allows us to track progress, measure success, and make data-driven decisions throughout the campaign.

By embarking on this comprehensive discovery process, we’ll gain a deep understanding of your hotel’s essence, target audience, and competitive landscape. This knowledge will serve as the foundation for crafting a winning Google Ads campaign that drives qualified traffic, increases direct bookings, and ultimately, helps you achieve your unique business goals.

Strategic Campaign Development: Tailoring Your Reach for Maximum Impact

Crafting the perfect Google Ads campaign is akin to painting a masterpiece; it requires a strategic blend of various techniques to achieve the desired impact. To ensure your hotel reaches the right audience at the right time, I’ll meticulously tailor campaigns utilizing a multi-pronged approach:

  • Location Targeting: We’ll cast a geographical net to capture potential guests actively searching for hotels in your area. This laser-focused approach ensures your ads appear in relevant searches, maximizing visibility among those most likely to book a stay with you.

  • Demographic Targeting: We’ll go beyond location and delve deeper, understanding the specific characteristics of your ideal guest. This might involve targeting travelers based on age, income, interests, and even life events (e.g., couples seeking a romantic getaway or families planning a summer vacation). By pinpointing these demographics, we can craft targeted ad copy that resonates with their specific needs and desires.

  • Keyword Targeting: As the saying goes, “content is king,” but in the realm of Google Ads, “keywords are king.” We’ll meticulously research and implement relevant keywords that potential guests use to search for hotels like yours. This could encompass broad terms like “hotels near [landmark]” or specific offerings like “pet-friendly hotels” or “spa hotels.” By strategically bidding on these keywords, we can ensure your hotel appears at the forefront of relevant search results, capturing the attention of qualified leads.

  • Remarketing Campaigns: Not every website visitor converts on the first try. That’s where the power of remarketing comes in. We’ll create targeted ads that “follow” website visitors who haven’t booked a stay yet, reminding them of your hotel’s offerings and enticing them to return and complete their reservation. Remarketing campaigns are a powerful tool for re-engaging potential guests and maximizing conversion rates.

This multifaceted approach ensures your hotel reaches the most relevant audience across various touchpoints, ultimately driving qualified traffic and increasing direct bookings. Remember, a successful campaign isn’t just about showing your ads to everyone; it’s about strategically placing them in front of the right people at the right time, maximizing your return on investment.

Compelling Ad Creation: Crafting Captivating Stories that Convert

In the bustling online marketplace, attention spans are fleeting. That’s why crafting compelling ad copy is an art form, and one I’ve honed to perfection. My goal is to transform your hotel’s unique selling points (USPs) into captivating narratives that entice potential guests and drive them to click. Here’s what you can expect:

  • Headlines that Hook: I’ll craft captivating headlines that grab attention and pique the interest of your target audience. Imagine headlines that paint a picture of a relaxing beach getaway, a luxurious spa experience, or a fun-filled family vacation – all within the character limits of Google Ads.

  • Benefit-Driven Descriptions: We’ll move beyond simply listing features; instead, we’ll focus on highlighting the benefits each USP offers guests. This means translating features like “oceanfront views” into the emotional benefit of “unwind on your private balcony, listening to the calming waves.”

  • Calls to Action that Compel: A compelling ad doesn’t just inform; it inspires action. I’ll craft clear and concise calls to action (CTAs) that prompt potential guests to take the next step, whether it’s “Book your dream vacation today” or “Learn more about our exclusive spa packages.”

  • A/B Testing for Optimization: In the dynamic world of online advertising, what works today might not work tomorrow. That’s why I’ll utilize A/B testing to compare different ad variations and identify the ones that resonate most with your target audience. This data-driven approach ensures your ad copy is constantly optimized for maximum impact.

By weaving a captivating narrative that showcases your hotel’s unique value proposition, we’ll transform your Google Ads into conversion machines, attracting qualified leads and driving direct bookings to your website. Remember, compelling ad copy isn’t just about words; it’s about capturing the essence of your hotel and sparking the imagination of potential guests, ultimately converting clicks into happy hotel stays.

Meticulous Bidding & Budget Management: Stretching Every Dollar for Maximum ROI

In the world of Google Ads, where every click counts, managing your budget effectively is paramount. To ensure you get the most out of your investment, I’ll meticulously manage your bids and budget, employing a data-driven approach that maximizes your return on ad spend (ROAS). Here’s what you can expect:

  • Advanced Bidding Strategies: Gone are the days of static bids. I’ll leverage Google’s sophisticated bidding strategies, such as Target CPA (cost per acquisition) or Target ROAS, to dynamically adjust your bids based on real-time factors. This ensures you only pay for clicks that are most likely to convert into valuable bookings, maximizing your return on investment.

  • Data-Driven Budget Allocation: I won’t simply spread your budget evenly across campaigns. Instead, I’ll analyze performance data to identify the campaigns and ad groups that are yielding the best results. This allows me to strategically allocate your budget towards the most successful areas, ensuring your resources are focused on driving the highest possible return.

  • Continuous Monitoring & Optimization: The world of online advertising is ever-evolving, and so is my approach. I’ll constantly monitor campaign performance, analyze data, and make adjustments as needed. This proactive approach ensures your bids and budget are always optimized for the best possible performance, maximizing your reach and driving more qualified leads to your hotel.

By combining advanced bidding strategies, data-driven budget allocation, and continuous monitoring, I’ll ensure your Google Ads campaigns operate at peak efficiency. You can rest assured that every dollar spent is working hard to attract high-value guests, ultimately driving bookings and increasing your hotel’s revenue.

Ongoing Optimization & Reporting: A Collaborative Journey Towards Success

My commitment to your hotel’s success extends far beyond the initial launch of your Google Ads campaigns. It’s an ongoing collaborative journey, fueled by data-driven insights and continuous optimization. Here’s what you can expect:

  • Performance Monitoring & Analysis: I’ll become an extension of your team, meticulously monitoring campaign performance across various metrics. This includes clicks, impressions, conversions, and most importantly, return on ad spend (ROAS). By closely analyzing this data, I’ll gain valuable insights into user behavior and campaign effectiveness.

  • Data-Driven Optimization: Insights derived from data analysis are the cornerstone of successful campaign optimization. I’ll leverage these insights to make informed adjustments, such as refining ad copy, optimizing landing pages, and testing different bidding strategies. This ensures your campaigns continuously evolve and adapt to user preferences and market trends, maximizing their impact over time.

  • Regular Reporting & Transparency: Staying informed is crucial. I’ll provide you with regular reports that detail key performance indicators (KPIs) in a clear and concise format. These reports will not only showcase campaign progress but also offer actionable insights that can inform broader business decisions.

  • Open Communication & Collaboration: Throughout the entire process, I’ll maintain an open line of communication, fostering collaboration and ensuring your voice is heard. We’ll regularly discuss campaign performance, address any questions you may have, and work together to refine the strategy based on your specific goals and priorities.

By continuously monitoring, analyzing, optimizing, and reporting, we’ll ensure your Google Ads campaigns are a powerful tool for driving qualified traffic, increasing direct bookings, and ultimately achieving your hotel’s unique business objectives. Remember, success thrives in an environment of collaboration and transparency, and I’m committed to working alongside you every step of the way.

What Is Google Hotel Ads?

It’s useless trying to sell you a service if you have no idea what that service really is, right? The same is true with Google Ads for hotel marketing: what’s the point in trying to convince you to use it if you have no idea what it is and how it works? Which is why we’re going to explain it briefly here.

Google Hotel Ads is a paid advertising service handled by Google themselves that allows you to advertise your hotel across Google’s products, specifically Google Search and Google Maps. This means that your hotel will appear at the top of the listings when people look for hotels in the location your hotel is based in.

Through Google Hotel Ads, users can see your prices and compare them to other hotels, which means that if you provide better value for money or are actually cheaper than other hotels but still provide a very decent stay, then your hotel might be that searcher’s pick.

Moreover, you can even advertise the availability of your property, which means that if all other hotels are unavailable during the dates provided by a searcher but yours has available rooms—then hey, presto, that searcher’s bound to become a new client.

Finally, with Google Hotel Ads, you have the option of inserting a link to any landing page of your choice into your ad. Without using Google Hotel Ads, you’ll unfortunately have to make do with links from OTAs (online travel agencies), so potential clients would have to book your hotel from there.

How Does Google Hotel Ads Work?

Google Hotel Ads works similarly to other forms of Google Ads, that is, through an auction system where users “bid” on keywords depending on the maximum amount that they’re willing to pay for an interaction with that keyword.

However, Google Hotel Ads work with a different payment system as opposed to regular Google Ads. There is the option to pay via CPC (cost-per-click, or a payment for every click on your ad), which is similar to how the regular versions of Google Ads works.

But when it comes to Google Hotel Ads, there are 2 other methods when it comes to payment:

  • CPA: this stands for cost-per-acquisition, and it’s a 10% commission that Google takes whenever a customer makes a booking through the ad. However, if the booking is canceled, Google will still keep the 10% commission.

  • CPS: this stands for cost-per-stay, and it’s also a 10% commission that Google takes for every reservation made through the ad. However, instead of taking the commission before the reservation is finished, the commission is charged upon a client’s check-out, meaning that you aren’t charged for cancellations and no-shows.

What Is the Difference Between Google Ads and Google Hotel Ads?

Readers that might already be familiar with Google Ads might be wondering what the difference between Google Hotel Ads and regular Google Ads is. The difference isn’t very great, but it’s there.

Firstly, Google Ads is Google’s official paid advertising platform, where you can directly pay Google to display your adverts across platforms owned by Google, such as Google Search, YouTube, and Google Play, or websites that have partnered with Google via Google AdSense.

Google Hotel Ads, on the other hand, is a specific type of Google Ads that’s tailor-made for hoteliers. With Google Hotel Ads, you’re specifically promoting a hotel; however, your hotel can be promoted across several platforms, especially when using Performance Max for travel goals.


How do I promote my hotel on Google?

There are multiple ways to promote your hotel on Google, including through Google Hotel Ads. This allows you to pay Google directly in order for your hotel listing to be prominently displayed on platforms like Google Maps and Google Search.

However, other than Google Hotel Ads, there is the possibility of using SEO in order to market your hotel’s website for certain strategic keywords. This involves techniques that little by little improve your website in such a way that Google considers your website worthy of higher rankings.

Finally, you also have the option of submitting your hotel to the Google Business Profile platform, which is where Google creates a profile of your business. This profile would appear in Google Search and Maps, and it allows guests to submit reviews of your business, which might convince other potential clients to book a stay at your hotel.

How can I promote my hotel online?

Not only do you have multiple options when it comes to promoting your hotel on Google, but you have other marketing channels at your disposal as well. For instance, in the realm of search engines, you have the option of promoting your location through Hotel Price Ads—Bing’s equivalent of Google Hotel Ads.

Other than search engine advertising, you also have the option of leveraging social media: for instance, creating profiles of your business on Facebook, Instagram, and Tiktok could really go a long way towards marketing your hotel organically.

At the same time, paid social media ads could also help you increase your visibility much in the same way that Google Ads would increase your visibility. Of course, the difference is that you would be advertising on Facebook and Instagram instead of Google.

Finally, you can also make use of review sites like TripAdvisor, Yelp,, etc. which are also OTAs at the same time.

How can Google Ads facilitate your hotel pricing strategy?

Since Google Ads for hotels and resorts allows users to make price comparisons between various hotels, they have the option to shop around for the best price—whether that’s in terms of what’s cheapest, if they’re on a budget, or which hotel offers the best value for money.

By using these price comparisons in your favor, you can adjust the prices of your hotel rooms to make them affordable for users on a budget or else to provide as much value for money as possible, all the while still sticking to a price that will give you the profit you deserve.

Are low budget Google Ads worth it?

In reality, this depends on how low of a budget we’re talking about. Certain budgets that are exceedingly low won’t be worth using as you won’t be able to effectively compete with them. On the other hand, if you prefer being a little more prudent with your ad spend, you might want to start with a budget that is on the lower end of the spectrum but one that still allows you to effectively compete.

Should I use Google Ads for my small business?

No matter what size business and hotel you run, we believe that Google Ads is a great marketing option for you. There are many benefits that are associated with running your ads on Google; in the end, you’ll benefit from increased visibility, which also has the chance of increasing your clientele.

Let us Grow your Business with Google Ads

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