Google Ads for Hotels
Google Ads for hotels: more direct bookings, kept off the booking sites.
Booking sites out-advertise most independent properties and keep a cut of every room they sell for you. Google Ads puts your own site in front of the traveler searching your name or your city, so the full rate stays with you. It cannot fix a booking page that's slower or clunkier than the OTA app the guest already has installed.
- 10% of your ad budget, $600/month minimum
- No contracts, month to month
- 30-day guarantee, you don't pay if it doesn't work
What runs, and why
Campaigns built to win the room, not just the click.
Search ads for your name and your destination
We bid on your hotel's name, so a traveler who already searched a booking site for you finds your official site first, plus destination searches like "hotels in [city]" for guests who haven't chosen a property yet.
Performance Max for the visual side of booking
Guests shortlist a property on photos before they read a word about it. Performance Max runs your best room and property images across Search, Display and YouTube, matched to the traveler dates and destinations you're chasing.
Remarketing to travelers who checked rates and left
Most people who check your rates don't book on the first visit. We bring them back with ads showing the same dates or a small direct-booking incentive, before they book the same room through a booking site instead.
Call-only ads for direct reservations
Smaller properties still take a real share of bookings by phone, especially for groups, longer stays or special requests. Call-only ads route that traveler straight to your front desk instead of a booking site's call centre.
What Google Ads costs for hotels.
The average cost per click
For the Travel category, the average cost per click is $2.14 and the average click-through rate is 9.32%, per 2026 search advertising benchmarks published by LocaliQ with WordStream. That's a blended average across travel advertisers, including large chains bidding alongside independent properties.
The average conversion rate and cost per lead
The same benchmark set puts the average conversion rate at 5.83% and the average cost per lead, meaning a booking or a booking inquiry here, at $44.70 for Travel. A completed direct booking is worth more than that number suggests, since it comes with the guest's email for future stays.
The math at a $2,500 monthly budget
At the category average cost per click, $2,500 buys around 1,168 clicks a month. At the category average conversion rate, that's roughly 68 direct bookings or inquiries. Our fee is 10% of your ad budget or $600 a month, whichever is higher, so at $2,500 you'd pay the $600 minimum.
What actually moves that number
The benchmark is a category average, not a promise for your property. Peak-season dates in a desirable destination will cost more per click and convert faster than a shoulder-season midweek push, and a property with strong reviews and a fast site will usually beat the average either way.
How we set this up for a hotel.
01
Track every booking back to the source
Before any ad runs, we connect your booking engine to conversion tracking, so you can see exactly which campaign, and which dates, drove a completed direct booking rather than just a click to your rates page.
02
A page built for each way people book
A traveler booking a weekend getaway and one booking a wedding block make different decisions. We build dedicated pages for your key stay types, each pointing straight at your booking engine instead of a general homepage.
03
Negatives and search terms, checked weekly
We review the exact searches triggering your ads every week and remove the ones with no booking intent, like job-seeker searches for hotel work or travelers searching cities you don't serve.
Google Ads for hotels, answered.
Most independent hotels and B&Bs start between $1,500 and $3,500 a month, with more allocated to peak season and less to shoulder months. We'll size a budget around your occupancy calendar rather than a flat number all year.
It's worth it if you want a real share of bookings made on your own site, since travel search is high-volume and your name is being searched whether you advertise on it or not. It matters less if you're already fully booked through group contracts or a strong repeat-guest base.
Search ads for your name and destination, Performance Max for the visual, photo-driven side of shortlisting, remarketing to bring back rate-checkers, and call-only ads if a real share of your bookings come by phone.
Name-search campaigns can start capturing bookings within days. Destination campaigns take longer, usually 4 to 8 weeks, to show a reliable cost per booking, since travel decisions often stretch over several visits before someone books.
You pay 10% of what you spend on ads (minimum $600 a month), and nothing is added to the spend. Nothing to set up, nothing to sign, and no fee owed if the first month underdelivers.
See what Google Ads could bring your hotel.
Tell us your property, your peak season and your budget. We'll send back a free proposal within one business day, built to grow bookings made on your own site.