Campaign Management
Google Ads for Hotels
Google Ads for hotels starts with your own name. When someone searches for your hotel, booking sites often pay to appear above your website, and every booking they take costs you commission. A brand campaign usually costs little per click and sends that guest to your own booking engine.
Free 20 minute call with Richard, who runs the campaigns. No lock-in contracts.
- Your account, your card
- You pay Google or Meta directly and keep full access to the ad account. If you leave, it stays yours.
- Tracking before spend
- Nothing goes live until calls and form enquiries are counted, so every report is in enquiries, not clicks.
- One published fee
- The management fee is on the Campaign Management page, worked out from your monthly ad spend.
Where the money usually goes
- Booking sites bid on the hotel's name and take bookings from guests who were already looking for you.
- The booking engine sits on another domain, so bookings never reach Google Ads as results.
- Ads chase 'hotels in' the town, the most crowded and least loyal search there is, before the brand is protected.
- Campaigns run the same all year, though demand moves with events, school holidays and the weather.
- Ads send people to the home page instead of the room, package or event page they searched for.
- Nobody excludes searches for jobs, staff accommodation or parking only.
What we run instead
- A brand campaign that keeps your name at the top, with the benefits of booking direct in the ad.
- Tracking that follows the guest to your booking engine, so bookings and revenue show in the account.
- Campaigns for the reasons people book you: events, weddings, business stays, short breaks, spa days.
- Budgets planned around your calendar, raised ahead of busy dates and cut when you are full.
- Facebook and Instagram campaigns for packages and short breaks, with retargeting for people who checked dates and left.
- Ads that land on the room, package or event page that matches the search.
Why hotels bid on their own name
Booking sites bid on hotel names because guests who search for a hotel by name are ready to book. If a booking site wins the top slot, you pay its commission on a guest who was looking for you already.
Your own name is cheap for you to win, because Google's auction rewards relevance and you are the most relevant result for it. The commission saved on a handful of direct bookings can cover a month of brand spend.
What hotel PPC costs per click
Google's Keyword Planner estimates for UK searches, October 2026: 'hotel london' about two pounds thirty a click with around sixty thousand searches a month, 'cheap hotels' about two pounds, 'boutique hotel' about one pound twenty.
Generic hotel searches are cheap per click and crowded, because booking sites and chains bid on them at scale. An independent hotel tends to do better on what makes it different, such as a wedding venue, a spa or a dog-friendly coastal stay, than on the town name alone.
Google Hotel Ads and metasearch
Google Hotel Ads show your room rates beside the booking sites in Google's hotel search and on Maps. They run through a connectivity partner, usually your channel manager or booking engine. We do not manage hotel metasearch. We run Search and Meta, and if your booking engine runs Hotel Ads, we make sure the reporting does not count the same booking twice.
Hotel PPC on Facebook and Instagram
Photos sell a stay better than a headline. Meta suits packages, short breaks and events, and retargeting people who looked at dates and did not book. It reaches people before they start comparing prices on booking sites.
Already running ads? We will look at the account before the call and tell you what we find.
Book a free callQuestions hotels ask us
- Is it worth bidding on our own hotel name?
- If booking sites are bidding on it, usually yes. Search your hotel's name on a phone: if an ad from a booking site appears above your website, you are paying commission on guests who were looking for you.
- Can you track bookings from our booking engine?
- Most hotel booking engines support Google Ads and Meta tracking, either built in or through Google Tag Manager. We make a test booking to check it before budgets go up.
- Do you manage Google Hotel Ads?
- No. We run Google Search and Meta. Hotel Ads run through your channel manager or booking engine, and we keep our reporting separate from theirs.
- When should a hotel spend most on ads?
- Ahead of demand. Short breaks are booked weeks out and weddings a year or more ahead, so spend rises before the busy dates, not during them.
- Who owns the ad account?
- You do. The account sits in your name, you pay Google from your own card, and we work inside it with manager access. If you stop working with us, the account, its history and its tracking stay with you.
Running ads for your hotel, or about to?
Book a free call. Tell us what you spend now and we will tell you what we would change first.