You've written the perfect ad: "Romantic weekend in Rimini with dinner and spa, from €189". The user clicks and… lands on the hotel homepage, with a room slider, the family's welcome and no trace of the offer. They search, can't find it, leave. You paid for the click.
The landing page is half the campaign. In this article we look at which page to use for each campaign type and what it must contain to turn a click into a booking.
The golden rule: continuity
The page must keep exactly the promise the ad made. If the ad talks about families, the page talks about families. If it mentions an offer, the page shows that offer with its price. Users should feel they've landed in the right place within 3 seconds.
Which page for which campaign
| Campaign | Recommended page |
|---|---|
| Brand (hotel name) | Homepage or rooms page with prominent booking |
| Google Hotel Ads / price links | Booking engine with dates and room pre-selected |
| Offer or package | Dedicated offer page |
| Audience (families, cyclists, pets) | Page dedicated to that audience |
| Event or trade fair | Dedicated event page |
| Remarketing | Offers page or booking engine with the direct perk |
| Social (Meta) for inspiration | Experience page with photos and a clear offer |
When to use the homepage
Almost only for brand campaigns: people searching your name want the official site. Even then, the homepage needs a clearly visible booking button and a prominent direct perk. See what to write on a hotel homepage to get bookings.
When to send people straight to the booking engine
When the user has already chosen and just needs to book: for example, from Google's price results, where they've seen your hotel, dates and price. The booking engine must open with dates and room pre-set, not with a search to redo.
What a campaign landing page needs
- A headline echoing the ad: same words, same promise.
- Relevant photos: if the offer is "families", photos of families and family rooms.
- What's included, in a clear list.
- Price and validity dates.
- A booking button at the top and repeated, leading to the offer pre-selected.
- Social proof: score, two or three relevant reviews.
- Practical information: location, parking, cancellation terms.
- An alternative contact (WhatsApp, phone) for people with questions.
- Few distractions: avoid endless menus and links leading elsewhere.
Speed and mobile
Most ad clicks come from smartphones. A slow landing page burns budget: every extra second loses people you've already paid for. Check speed with PageSpeed Insights. See hotel website on mobile: the obstacles that cost you bookings.
Measure every page
Link each landing page to a campaign with UTMs and measure in Analytics:
- engagement rate;
- clicks on the booking button;
- bookings and revenue.
If one page converts much worse than others, work on headline, photos, price or structure. See how to measure bookings generated by Google Ads.
Frequently asked questions
Do I need a separate website for landing pages?
No. Landing pages can be pages on your own website, perhaps without all the navigation. That way they also benefit from SEO and the trust of your official domain.
Should ad landing pages be indexed on Google?
It depends: audience and event pages are worth indexing because they also bring organic traffic. Variants created only for ad tests can be excluded.
How many landing pages do I need?
One for each group of campaigns with a different intent: offer, audience, event. You don't need one per ad.
Are your campaigns landing on the right page?
With our free marketing audit we analyse your hotel's ads and landing pages and show you where to improve to turn more clicks into bookings.
