Google Hotel Ads are one of the most powerful tools to attract high-intent guests right at the moment they’re ready to book. But to turn visibility into revenue, you need more than just presence - you need precision.
Here’s how to make your Google Hotel Ads work harder for your independent hotel this summer:
1. Bid Strategically on High-Intent Dates
Align your bids with your revenue management strategy. Prioritise your budget on key demand windows - think weekends, event dates, and room types with the highest margins.
2. Optimise Rates, Availability & Your Hotel Booking Engine
Accuracy is key. Ensure your live rates and availability are synced through your hotel booking engine, and always check that your direct rates are competitive or come with added value. Missed connections mean missed bookings.
3. Make Your Direct Channel Irresistible
Guests compare options instantly. Give them a reason to book direct with exclusive perks: best price, room upgrades, complimentary experiences, or flexible cancellation - all available only through your hotel’s own booking engine.
4. Segment by Device and Traveller Location
Summer travel trends show more last-minute mobile bookings and strong demand from regional markets. Use segmented bidding to prioritise the right users in the right place at the right time. Segmenting lets you stop wasting ad spend on low-intent users and focus on the ones who are ready to book with you.
Device matters:
Mobile users are more likely to make last-minute bookings while Desktop users often do more research and may convert later.
So, if your mobile experience is strong and you want to fill short-term availability, you might increase bids for mobile users.
5. Track, Test, and Refine Weekly
Don’t set and forget. Use your ad platforms to monitor impressions, clicks, and conversion rates - and make adjustments to copy, mimic top performing visual assets, CTAs, or bidding strategies to sharpen performance.
Google Hotel Ads can be your highest-performing direct booking channel, if it’s fine-tuned and aligned with your hotel booking engine strategy. In peak season, every ad click matters!
At Aró Digital Strategy, we help independent and luxury hotels take full control of their visibility and performance. From ad management to hotel booking engine optimisation, we ensure your direct booking strategy is always working harder and smarter.