The Ultimate Guide to Google Ads for Hotels & Resorts

How to Drive Direct Bookings, Reduce OTA Dependence, and Build a Scalable Revenue Engine

If you’re in charge of marketing for a hotel, resort, or accommodation group, chances are you’ve felt the growing pressure to take back control of your bookings. Third-party platforms like Booking.com and Expedia are powerful, but the commissions eat into your margins. Organic traffic takes time and often underperforms. That’s where Google Ads come in — if done right.

Google Ads give hotels the ability to appear at the exact moment someone is ready to book — and direct that customer to your site instead of a listing site. But just showing up on Google isn’t enough. The hotels and resorts winning in 2025 are the ones building clear, data-led campaigns that deliver measurable returns — and reduce reliance on OTAs.

At David Hannah Marketing, we specialise in performance-based Google Ads campaigns for accommodation brands that want more control, more bookings, and better ROAS. Here’s what works, what doesn’t, and how to build a campaign that brings in real revenue.

Want to learn more? Book a strategy session here 

Are Google Ads Worth It for Hotels? (Short Answer: Yes — If Done Properly)

When Google Ads are set up and managed correctly, they consistently outperform commission-based channels.

Let’s look at return on ad spend (ROAS). A well-structured campaign will typically deliver:

4x to 10x return on every dollar spent (i.e. $1,000 in ad spend = $4,000 to $10,000 in direct bookings)

For comparison, OTAs often take 15%–25% commission per booking. In contrast, Google Ads let you pay per click — often between $0.30 and $1.20, depending on competition and seasonality — with no commission on the backend.

But it’s not just about spend. Google Ads give you control over:

• When your property shows up
• What messaging guests see
• Where the traffic lands (your booking engine)
• Who sees your ads based on location, device, time of day, and intent

So yes, they’re worth it — but only when they’re structured properly, tracked accurately, and refined regularly.

What Campaign Types Should You Run?

There are four foundational campaign types we recommend for hotels and resorts:

Branded Search Campaigns
Protect your name. Many hotels lose direct bookings because OTAs bid on their own brand terms. A branded campaign ensures you’re top of page when someone Googles your hotel name.

Non-Branded (Intent-Based) Campaigns
This is how you capture new guests searching for your region — using keywords like “boutique hotels Port Douglas” or “family resort Byron Bay.” These campaigns drive high-intent discovery traffic.

Remarketing Display Campaigns
Up to 90% of people won’t book on their first visit. Remarketing helps you re-engage warm traffic with tailored offers or time-sensitive nudges.

Hotel Ads (Google Meta Search)
If your booking engine supports it, Hotel Ads let you show real-time rates inside Google’s hotel listings — a powerful layer to regain ground from OTAs.

Optional advanced campaigns can include YouTube pre-roll (for top-of-funnel awareness), performance max campaigns (for larger properties with visual assets), and local search ads (for mobile users nearby).

What Budget Do You Need? Pricing by Scope

Your budget should reflect your campaign type, goals, and location. Here's a practical guide:

Small to Medium Hotels (One Location, Modest Goals)
Recommended spend: $1,500–$3,000/month
Covers brand protection, non-branded search, and remarketing. Ideal for increasing direct bookings and reducing OTA reliance.

Boutique Resorts or Groups (Multiple Campaign Goals)
Recommended spend: $3,500–$8,000/month
Covers more competitive non-branded targeting, audience testing, seasonal campaigns, and tracking integrations.

Larger Resorts, Destination Hotels or Groups
Recommended spend: $8,000–$20,000+/month
Includes full-funnel structure, multiple geo-targeted campaigns, high-value retargeting, Google Hotel Ads, and advanced conversion optimisation.

Management fees are typically separate, depending on the agency or freelancer. At David Hannah Marketing, our pricing includes full setup, optimisation, testing, and performance reporting.

Why You Should Hire an Agency or Campaign Manager

Most underperforming hotel campaigns don’t fail because of budget — they fail because of structure, tracking, or lack of expertise. Google Ads is a sophisticated platform. Small mistakes — like selecting the wrong campaign type or not installing conversion tracking — can ruin months of spend.

Here’s what a dedicated campaign manager or agency will do (that most internal teams or generalist marketers won’t):

• Build a conversion-optimised campaign structure
• Run intent-based keyword and competitor research
• Set up server-side or enhanced conversion tracking
• Split test ad copy, headlines, and landing page performance
• Manage budget pacing, bid strategy, and ad scheduling
• Track ROAS, cost per booking, and funnel drop-off points
• Provide transparent reporting and weekly/monthly strategy

You’re not just hiring someone to push buttons. You’re hiring someone to protect your ad spend and maximise return.

What to Look for in a Hotel Ads Specialist

Not all agencies are created equal. Look for partners who:

• Understand hotel seasonality, booking behaviour, and OTA dynamics
• Can show performance benchmarks from similar campaigns (CTR, CPC, ROAS)
• Speak in outcomes — not vanity metrics
• Use server-side or API-based conversion tracking (not just GA4 basics)
• Offer clear communication and performance reports
• Think in terms of booking revenue, not just clicks or impressions

At David Hannah Marketing, we work as part of your team — not just a vendor. Our campaigns are custom-built, not templated, and designed around your business objectives.

Our Results

We’ve helped accommodation providers across Australia and New Zealand lower their cost per booking, reduce reliance on OTAs, and grow direct revenue channels.

Across recent campaigns, we’ve delivered:

• Cost per click between $0.30–$0.80
• Click-through rates between 6%–10%
• ROAS from 4x–10x depending on location and funnel maturity
• 30%–60% reduction in reliance on third-party bookings over time

Every campaign is tracked down to the dollar, from the first click to final confirmation page.

Let’s Build Your Booking Engine

Google Ads can be your highest-performing channel — or your most expensive mistake. The difference is strategy, tracking, and execution.

At David Hannah Marketing, we help hotels and resorts grow their direct bookings with ad campaigns that are accountable, data-backed, and built to scale. Whether you’re managing a boutique lodge or a national property group, we’ll show you what’s working and build what’s next.

Book a strategy session today here, and let’s turn your ad spend into your strongest revenue channel.