"You should do Google Ads." Plenty of people will have told you: the tech-savvy cousin, the booking engine rep, the agency that called you last Tuesday. And it's true that Google Ads can bring direct bookings. But not always, not for everyone and, above all, not at any time.
In this article we look at when it makes sense for a small hotel to start with Google Ads, what needs to be ready first and which campaigns to start with so you don't burn your budget.
The principle: advertising amplifies
Google Ads doesn't create a good hotel or a good website. It brings more people to where you already are. If your website converts well and your price is competitive, advertising multiplies results. If your site is slow and your price higher than Booking.com, it multiplies losses.
Prerequisites: 6 questions before you start
- Does your website work well on mobile? Fast, clear, with a visible booking button. See hotel website on mobile: the obstacles that cost you bookings.
- Is your booking engine simple and reliable?
- Is your website price equal to or better than the OTAs? If not, you'll pay for clicks that send people… to compare you and book on Booking.com.
- Is there a clear perk for booking direct?
- Does booking tracking work? Without it, you'll never know if the campaign pays off. See how to measure bookings generated by Google Ads.
- Do you have a steady minimum budget for at least 2–3 months? Campaigns need time and data to optimise.
If you answer "no" to more than one, fix those first. It's the least profitable advice for an agency, but the most useful for you.
When it makes sense to start
- Before booking windows, not during the stay: if your summer guests book between January and May, that's when the campaign is needed.
- When OTAs advertise on your name and steal bookings from people already looking for you. See should you advertise on your own hotel name?.
- For specific periods to fill: events, long weekends, low season with a strong offer.
- When SEO isn't enough yet and you need direct bookings in the short term.
Which campaigns to start with
1. Hotel name campaign (brand)
The safest starting point for many hotels: often low cost per click, high conversion, protection from those advertising on your name.
2. Google Hotel Ads or hotel campaigns
They show your price in Google's hotel results, next to the OTAs, as a paid ad. They require a connected booking engine. See Google Hotel Ads vs search ads: what's the difference for a hotelier?.
3. Search campaigns for specific intents
Searches like "hotel near the … trade fair", "family hotel in…": more expensive than brand, but useful for winning new guests. Best to start with a few highly targeted keywords.
Avoid at the start
Generic "hotel [city]" campaigns on small budgets (heavy competition, high costs), display campaigns without a strategy, Performance Max launched without reliable tracking.
Signs it's too early
- you don't know how many bookings your website makes today;
- the website is being rebuilt;
- your direct price is often higher than the OTAs;
- you don't have time (or anyone) to check the campaign at least every two weeks.
Frequently asked questions
How much should I spend to start with Google Ads?
It depends on hotel size, location and season. Many small hotels start with a few hundred euros a month, focused on brand and a few targeted searches. See how much to spend on Google Ads for an independent hotel.
Can I manage Google Ads myself?
Brand campaigns are relatively simple. More complex ones need skills and time. If you do it yourself, start small and check often.
Does Google Ads work better than OTAs?
They're different tools. Google Ads charges per click, OTAs per booking. A well-run campaign can bring direct bookings for less than the commission, but it must be measured. See how to tell if your hotel ads cost more than OTA commissions.
Are you ready for Google Ads?
With our free marketing audit we check your hotel's website, pricing and tracking and tell you whether it's time to start Google Ads, and with which campaigns.
