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Performance marketing for hotels

Google and Meta ads aimed at direct bookings, measured on bookings, not clicks.

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Who it's for

Hotels and resorts that want more direct bookings for a particular season or audience, sooner than organic work alone can bring them.

It works best when your booking engine can report bookings back to Google and Meta, and when your website is quick to book on. If it isn't yet, we'll usually suggest fixing that first through Direct Booking Optimization, so you don't pay for clicks that can't become bookings.

What's included

  • A campaign plan by season and audience
  • Google Search campaigns for the searches guests make before they book
  • Google's hotel formats, such as hotel ads and free booking links, where your hotel and booking engine are eligible
  • Meta campaigns on Instagram and Facebook aimed at direct bookings
  • Retargeting people who visited your website but didn't book
  • Conversion tracking on your booking engine, so every campaign is judged on bookings
  • A monthly budget and results review

Google's free booking links don't charge for clicks. Its hotel formats need your prices to reach Google, usually through Google Hotel Center and your booking engine or a connectivity partner, so we check what your setup supports first.

How it works

  1. Plan

    Your seasons, the markets your guests come from, the audiences worth reaching, and a budget you're comfortable with.

  2. Set up tracking

    Bookings reported from your booking engine to Google and Meta, so we can see which ads bring bookings.

  3. Launch focused campaigns

    A few campaigns with clear jobs, rather than many small ones.

  4. Review every month

    Spend, bookings, cost per booking and return on ad spend, and where to move budget next.

What we measure

  • Bookings and room revenue from ads
  • Cost per booking
  • Return on ad spend: booking revenue for every rupee spent on ads

Honest limits

  • Your ad budget is paid by you, directly to Google and Meta. It's separate from our fee, and you can see every rupee in your own ad accounts.
  • Results depend on your budget, the season and how well your booking engine reports bookings. We can't guarantee a number of bookings or a cost per booking.
  • Some Google hotel formats depend on your booking engine or a connectivity partner, and not every property is eligible.

Questions about performance marketing

Who pays for the ads?

You do, directly to Google and Meta, from ad accounts in your hotel's name. Our fee is a fixed monthly retainer, agreed separately.

How much should we spend on ads?

It depends on your season, your market and how many rooms you need to fill. We suggest a starting budget in your plan, then adjust it every month based on cost per booking.

Do you take a commission on bookings from ads?

No. No commission on bookings, ever.

Can you track bookings from Instagram and Facebook ads?

Usually, if your booking engine supports conversion tracking. We check this before launch. Where it doesn't, we use the best signal available, such as booking links tagged for each campaign, and tell you what we can't see.

Can my hotel appear in Google hotel ads?

It depends on your booking engine and Google's eligibility rules. Google's hotel formats need your prices to reach Google, usually through Google Hotel Center and your booking engine or a connectivity partner. We check what's possible for your property before planning around it.

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See where your hotel stands first.

Every engagement starts with a free AI visibility audit, so you know where you stand before you spend anything.

Book your free AI visibility auditTalk to us about Performance Marketing
Book your free AI visibility audit