Hotel stays and direct enquiries
Separate room searches from group or event demand. Match ads to dates and rooms customers can actually book.
Google Ads for hotels and guest houses
A guest coming for a wedding wants different information from a company booking a group. Send each to current availability or the right form, and count stays after cancellations.
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Separate rooms from groups and events
Qualify and measure enquiries
Track booking confirmations and cancellations. Compare booking value and cost across brand and destination campaigns.
Pause dates that are full
Advertising a sold-out Saturday trains guests to book a competitor. Point the budget at nights you can still sell.
Bookings with different value
A room on a quiet night
Send the ad to availability. Midweek gaps are the nights the campaign should be filling.
Your hotel by name
Keep brand searches apart from destination searches so you can see what a new guest costs.
A group or a function
Ask for dates, numbers and whether they need rooms, a meal, or both. This is an enquiry, not a room booking.
What to compare
Confirmed stays after cancellations, and the value by brand search versus destination search. A click on the map is not a booking.
What this looks like in practice
A customer attending a wedding nearby wants different information from a company planning a group stay. Send each to current availability or the right enquiry form and count confirmed stays after cancellations.
Questions before you spend on ads
Should hotel room and group enquiries share a campaign?
Give rooms a direct booking route and groups their own enquiry form. Reconcile cancellations before evaluating the cost per stay.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of confirmed stays linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
Should I bid on the town name?
When you have rooms to fill and the page shows real availability. It is expensive if every hotel in town is in the same auction.
What should I turn off?
Dates with no rooms, and searches for facilities you do not have.
How do I measure it?
Stays that were not cancelled, and what they were worth, split by campaign.
Plan your campaign
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Talk to us about your Google Ads
Tell us what you want to sell, where you can travel and which enquiries are worth taking.
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