Hotel PPC &
Google Ads
Management
As a specialist hotel PPC agency, we run Google Ads, Google Hotel Ads and metasearch for independent and boutique hotels. Our hotel paid search campaigns defend your brand against the OTAs and send ready-to-book guests straight to your own booking engine, measured in bookings and commission saved rather than clicks.
Our hotel Google Ads management process
A clear, four-step process for managing hotel PPC and metasearch campaigns
Strategy
We analyse your goals, audience, and market trends. Then we build a PPC strategy focused on maximising ROI.
Outbid the OTAs on your own hotel searches
When a guest searches your hotel by name, the OTAs are bidding to take the booking. Our paid search and Google Hotel Ads management puts your direct rate above them, so you win the guest and keep the commission.
See how we grew organic traffic for a luxury 5-star hotel in Scotland
Most clicks in Google's hotel results go to the top placements. Paid search and Google Hotel Ads put your direct rate there.
Uplift in direct bookings in month one for a Tuscan spa hotel we worked with, after a new website and a combined SEO and Google Ads push.
Hotel paid search by the numbers
Booking engine, channel manager and metasearch integrations we work across
One property's result. Outcomes vary with your market, rate, season and starting point.
Hotel metasearch and Google Hotel Ads
Metasearch is where your direct rate sits next to the OTA prices at the moment a guest books. We manage Google Hotel Ads, Trivago and Tripadvisor so your own price wins that comparison, including the free booking links most hotels never switch on. It is some of the best-returning spend a small hotel can make, because it defends a booking you have already earned.
Why hotel PPC drives direct bookings
Hotel PPC reaches guests at the moment they are searching to book. Done well, it captures high-intent demand, defends your brand against the OTAs, and sends ready-to-book travellers straight to your booking engine.
Our Certifications
- Google Ads Search Professional Certified
- Google Ads Display Professional Certified
- Google Ads Video Professional Certified
Success measured through CTR, CPC, conversion rates, and ROAS
Campaigns customizable for traffic, leads, sales, or brand awareness goals
Frequently Asked Questions About Hotel PPC
How much should a hotel spend on Google Ads?
Hotel Google Ads budgets typically range from about £1,000 to £10,000 or more per month, depending on property size, location and competition. The metric that matters more than the budget is ROAS, or return on ad spend. We generally aim for 5:1 or higher, meaning every £1 spent returns around £5 in direct booking revenue, though the right target depends on your margins.
Should my hotel bid on its own brand name in Google Ads?
In most cases, yes. OTAs like Booking.com and Expedia actively bid on hotel brand names. Without brand bidding, your guests can see an OTA ad first and book through it, costing you 15 to 25 percent in commission on a guest who was already yours. Brand bidding usually has very high ROAS and protects your direct booking channel.
What is Google Hotel Ads and how does it work?
Google Hotel Ads shows your hotel's rates and availability directly in Google Search and Maps. Unlike standard text ads, it displays live pricing next to the OTA rates, so travellers can book directly. We manage your Google Hotel Ads and keep your rates in parity to maximise direct bookings.
How do you measure hotel PPC success?
We track ROAS, cost per acquisition (CPA), booking revenue, impression share and click-through rate. We also monitor assisted conversions, where paid search was part of the booking journey but not the final click. Monthly reports break performance down by campaign, ad group and keyword.
Can PPC help reduce my hotel's OTA dependency?
Yes. By capturing high-intent searches directly, especially brand searches and location-specific queries, paid search sends guests to your own booking engine instead of an OTA. Run alongside metasearch and a booking page that converts, it is one of the more dependable ways to shift your channel mix towards direct, often moving 20-40% of bookings from OTAs to direct within the first quarter. How fast that happens depends on your booking volume, season and starting point.
Ready to Beat the OTAs?
Let's create a paid search strategy that drives direct bookings to your hotel