If you run a hotel, lodge, serviced apartment, or resort, you’ve probably asked yourself one question: how can we get more direct bookings without relying so much on OTAs?
The answer lies in Google’s powerful advertising tools. Whether it’s traditional Google Ads or the more targeted Google Hotel Ads, these platforms allow you to show up where guests are searching and convert clicks into bookings on your own terms.
At Brandsmith, we help hospitality brands make this shift seamlessly, so they stay visible, competitive, and in control.
What’s the difference between Google Ads and Google Hotel Ads?
Google Ads cover everything — from shoes to software. You can run a campaign promoting your property just like any other business.
Google Hotel Ads are different. They’re built specifically for the hospitality industry. Instead of a basic ad, they show real-time pricing, availability, and booking links right in the search results.
It means your hotel, lodge, or apartment is shown alongside the OTAs — but with a clear option to book directly from your own website.
How do hotel-focused Google ads work?
Hotel PPC ads pull pricing and availability data from your booking engine (or a third-party tool). When someone searches for accommodation in your area, Google displays a price comparison block. If you’re running a Hotel Ads campaign, your direct booking link shows up there too.
You only pay when someone clicks. That’s why it’s called pay-per-click.
Hotels can set their own budgets and bid amounts to control ad spend, adjust visibility, and optimise for returns.
What does it cost?
Google offers two models for hospitality ads:
Cost-per-click (CPC): You pay every time someone clicks your link
Target return on ad spend (tROAS): Google auto-optimises to bring you a set return on your investment
Budgets are flexible. You can start small, test different strategies, and scale up when you see what works.
Why this matters to your business
Whether you’re a boutique villa, travel agency or a large hotel group, Google Ads can help you:
Show up first in search results for your area
Get more direct bookings, without commission fees
Target specific types of travellers (business, leisure, families)
Advertise seasonally or for special offers
Build your brand instead of boosting someone else’s
This is how you compete with OTAs instead of relying on them.
How Brandsmith makes it work
This stuff can get technical, but we keep it simple for you. We help you:
Set up your ad campaigns from scratch
Connect your booking engine with Google (or suggest one if needed)
Write high-converting ad copy tailored to your brand
Target the right keywords and traveller types
Monitor bookings, cost per click, and campaign performance
Make ongoing adjustments so your money works smarter
You focus on running the business. We handle the tech, the data, and the strategy.
Best practices to maximise your results
Even a small ad budget can go far if you follow the right steps:
Make sure your website is fast, mobile-friendly, and easy to book from
Keep your rates and room availability up to date
Use search-friendly keywords like “best hotels in Malindi” or “Naivasha lodges with pool”
Track which ads lead to bookings and refine your approach
Test different versions of your ads regularly
Target the right people — from returning guests to weekend travellers
The hospitality industry is evolving. If you’re not using Google to drive bookings directly, you’re leaving money on the table — and handing control to someone else.
At Brandsmith, we help you take it back. Whether you’re starting from scratch or need a smarter setup, we’ll craft a campaign that works for your property and your goals.
Let’s get you booked — on your own terms.
Get in touch today for a no-pressure chat about what’s possible.
