Google Ads for Hotels: Boost Direct Bookings with BERK Labs
Hotels of all sizes rely on online visibility to attract guests. At BERK Labs, we help you turn searches into stays. Our expertise in Google Ads for hotels means your property appears where travelers are looking: Google Search, Maps, and Travel. With the right strategy, you can reduce dependence on online travel agencies, lower commission costs, and build lasting guest relationships.
Why Hotels Choose Google Ads to Increase Bookings
Travelers often start their search for a place to stay on Google. Hotel campaigns in Google Ads display your property prominently in a booking module on Search and Maps, complete with photos, amenities, prices, and a link to book. This visibility puts your property in front of people actively looking for accommodation.
High‑intent visibility: When someone looks up hotels in your area, your ad appears in a hotel search module with up‑to‑date prices and a link to book for their chosen dates and number of guests.
Rich ad content: Ads include your company name, hotel name, price and text callouts that highlight the benefits of booking through your site.
Real‑time pricing: You can tailor prices based on availability and traveler itineraries, so guests always see accurate rates.
Full control over bookings: Guests click through directly to your website to complete their reservation.
Hotels that use Google Hotel Ads enjoy exposure across Google services like Search, Maps and Business Profiles. These ads showcase your rates, availability, photos and amenities to travelers in your area, and they make the booking process simple.
Our Google Ads Agency for Hotels: Driving Results from Search to Stay
Running hotel campaigns is more than just bidding on keywords; it requires real‑time data and smart budgeting. BERK Labs functions as a dedicated Google Ads agency for hotels. We take care of the technical setup and ongoing optimization so you can focus on welcoming guests.
Feed and account setup: To serve dynamic ads, we build your hotel list, maintain up‑to‑date prices, and create landing pages. We manage these elements in a Hotel Center account linked to your Google Ads account.
Flexible bidding models: Google hotel campaigns offer multiple ways to pay: commission per conversion (pay only when a traveler books), commission per stay (pay when the stay is completed), target return on ad spend (optimize bids based on real‑time value), max cost per click, and enhanced cost per click. We choose the right approach based on your goals and adjust bids by device, traveler location, and length of stay.
Quality and ranking: Ad ranking depends on bids and the quality of your ad. We ensure your rates are accurate and your ad copy addresses travelers' needs to maximize your placement.
Payment only for results: With cost‑per‑action (CPA) options, you only pay when someone actually books, making hotel ads a cost‑effective choice.
Example: A Boutique Inn Doubles Direct Bookings
A family‑owned inn in the Rocky Mountains depended heavily on OTAs and paid high commissions. After partnering with BERK Labs, we set up their hotel feed, integrated their channel manager, and launched targeted campaigns focusing on terms like “scenic mountain lodge with spa” and “romantic weekend getaway.” We used a commission‑per‑stay bid strategy so they only paid when guests completed their stay. Within three months, direct bookings doubled, and the inn achieved a 5:1 return on ad spend—far exceeding the industry benchmark.
Google Ads for Luxury Hotels: Reach High‑End Travelers
Luxury hotels compete for discerning guests who expect premium experiences. Google Ads can position your property as the perfect choice for these travelers.
Refined keywords: We bid on search terms such as “five-star resort in Napa Valley” or “luxury hotel with spa near Paris” to capture intent.
Rich visuals: Display and video ads show off your property’s unique features—champagne service, private terraces, designer furnishings—capturing attention and inspiring desire.
Demographic and interest targeting: We focus on high‑income audiences and travelers interested in fine dining, wellness, and exclusive travel to make sure your ads are seen by those who will appreciate them.
Custom callouts: Your ads can highlight complimentary upgrades, exclusive dining packages, or spa services, enticing prospective guests to book directly.
For a coastal luxury resort, we combined search ads for “oceanfront villa retreat” with video ads showcasing sunset views and private cabanas. Within the first season, the resort increased direct bookings by 60% and achieved a 9:1 return on ad spend, proving that well‑crafted campaigns attract the right clientele.
Average Google Ads ROAS for Hotels: Setting Benchmarks
Before investing in advertising, it helps to know what return you can expect. Industry data reveals promising numbers:
Current benchmarks: In April 2025, the median return on ad spend (ROAS) for hotels on Google Ads was 15.19, representing a 117% increase from the previous month according to this analyzation.
Recent trends: In October 2024, the median ROAS was 13.06, up 31.82% from the previous month.
What’s a good ROAS? Industry standards suggest aiming for a 4:1 ratio—earning $4 for every $1 spent. A 10:1 ratio is considered excellent according to this source.
By monitoring these benchmarks, you can set realistic goals. At BERK Labs, we analyze your campaign performance against these standards and fine‑tune your ads to maximize revenue. Whether you operate a luxury resort or a boutique inn, our goal is to help you achieve or surpass these benchmarks.
Why Work with BERK Labs
Hospitality expertise: Our team understands how travelers choose hotels and what drives bookings. We translate this knowledge into campaigns that resonate.
Transparent reporting: You receive clear metrics on impressions, clicks, bookings, revenue, and ROAS so you can track progress and make informed decisions.
Flexible budgets: We help you start with a budget that fits your property’s size and adjust spending as your results grow.
Custom strategy: We tailor keywords, ad formats, and bidding models to fit your property’s unique offerings and target audience.
Ongoing optimization: Our specialists refine campaigns by analyzing search terms, adjusting bids, and testing new ad creatives, ensuring your ads stay competitive.
Start Your Google Ads Journey Today
If you’re ready to reduce commission fees, increase direct bookings, and reach travelers searching for their next stay, BERK Labs is here to help. Our Google Ads agency for hotels will guide you through setup, strategy, and ongoing management, whether you’re promoting cozy cabins or grand luxury resorts.