In Google Ads you pay every time someone clicks. Even if they were looking for a waiter job. Even if they just wanted your number to cancel. Even if they were searching for a hotel with the same name 300 km away. Even if they were already standing at your reception desk.
For a small hotel, where every euro counts, cutting wasted clicks is the fastest way to improve campaign results without increasing the budget. Here's how.
1. Look at search terms (weekly at first)
The search terms report shows the exact words people searched before clicking your ad. It's a goldmine for cutting waste. At the start of a campaign, check it weekly; later, every two to four weeks.
2. Build a negative keyword list
Negative keywords stop your ad from appearing for certain searches. A starter list for a hotel:
- jobs: jobs, vacancies, waiter, receptionist, seasonal work, CV, hiring;
- non-commercial info: history, photos, abandoned, map, weather;
- different accommodation types: hostel, campsite, rental, apartment, holiday home (if you don't offer them);
- far-off price ranges: luxury, 5-star (if you're a three-star), or, conversely, free, budget;
- competitors: other hotel names (unless you have a specific strategy);
- places with the same name in other regions or countries.
Adapt the list to your situation and update it with what you find in search terms.
3. Use match types wisely
Broad match keywords can trigger your ad for very distant searches. On a small budget, it's best to start with tighter match types (phrase or exact) and broaden only when the data justifies it.
4. Set location correctly
Two common mistakes:
- showing ads only to people in your area: for a hotel, guests are often far away! It usually makes sense to target people searching for your town or showing interest in it, not just those physically there;
- showing ads worldwide without criteria: focus your budget on the countries your guests come from (or you want them to).
Check the location option "presence or interest" and adapt it to your strategy.
5. Exclude people who've already booked
Guests who've already booked often search your name to find your address, phone or times. If they click the ad, you pay for nothing. Solutions:
- make sure your organic site and Google profile show this information immediately;
- if you use audience lists, exclude people who completed a booking in recent weeks (respecting cookie consent).
6. Write ads that filter
A good ad doesn't attract everyone: it attracts the right people and discourages the rest.
- state the hotel type ("Family-friendly 3-star hotel");
- show a realistic starting price, where it makes sense;
- state the precise location;
- communicate your direct-booking perk.
People looking for a 5-star or a hostel will immediately see you're not what they want, and won't click.
7. Check devices, schedules and networks
- Networks: unless it's deliberate, switch off the Display Network in search campaigns and evaluate search partners.
- Devices and schedules: see where bookings come from and adjust bids accordingly.
8. Avoid the wrong dates
Don't pay for clicks on dates already full or periods when you're closed. Pause or reduce campaigns when occupancy is high and focus budget on dates you need to sell.
Frequently asked questions
How many negative keywords do I need?
There's no right number: start with a base list (even 30–50 terms) and add what you find in search terms. Many well-managed accounts have long lists.
Does excluding too many words reduce visibility?
It can, if you exclude useful words. That's why you should always check a negative keyword doesn't block relevant searches.
Do automated campaigns respect exclusions?
It depends on the campaign type. Some automated campaigns offer more limited control over search terms: think carefully before using them on small budgets.
Want to cut waste in your campaigns?
With our free marketing audit we analyse your campaigns' search terms, settings and ads and show you how much budget you're wasting and how to win it back.
