Sharp seasons · a comparing guest
Google Ads for Hotels and Hospitality
Hospitality demand does not rise steadily, it spikes. And your competition is not the hotel down the road — it is a global booking platform with a budget you cannot match.
The auction
What governs the hospitality auction
Two constraints decide everything: a season that moves and a competitor you cannot outbid.
- 01Season, not monthHolidays, events and school terms move demand in short windows. A flat monthly budget misses the peak and burns through the lull.
- 02The platformsDo not fight a global booking site on generic terms with your budget. Compete on the direct booking, the specific package and the local knowledge they cannot offer.
- 03The guest comparesDays of comparison before booking, across several tabs. Remarketing matters more here than in almost any sector.
- 04Direct is the marginA booking through a platform costs you commission. A direct booking is the whole point of advertising at all.
The build
How we build a hospitality account
Season-weighted budget
Rising weeks before the peak, withdrawing through the lull.
Direct-booking focus
Your own name and package terms, where the margin actually is.
Platform avoidance
Not bidding generic terms against budgets that cannot be matched.
Package keywords
Specific offers rather than the category — narrower and closer to booking.
Remarketing
Because the guest compares for days before deciding.
Value passing
Room rate and length of stay, so bidding follows revenue.
Language split
Where international guests search in a different language from local ones.
Event calendars
Local events treated as their own demand windows.
The difference
Competing with the platforms, or around them?
This is where most hospitality budgets are lost, and it is decided in the keyword list.
Head-on
- Bidding on "hotels in" against platforms with budgets an order of magnitude larger.
- A flat monthly budget against demand that arrives in short, sharp windows.
- Competing on price with a channel that will always undercut you.
- Bookings measured without separating direct from commissioned.
Around them
- Your own name, your packages and the specific offers only you have.
- Budget weighted to the season and the local event calendar.
- Competing on the direct rate and the flexibility a platform cannot match.
- Direct bookings measured separately, because that is where the margin sits.
Hospitality is one of the sectors where deciding what not to bid on matters more than deciding what to bid on.
From our accounts
Hospitality and dining
Search intent
How guests search
In numbers
What an account in this sector looks like
Questions
What gets asked in hospitality
How do I compete with booking platforms?
Not in their auction. Your advantage is the direct rate, the specific package and the flexibility they cannot offer — and those are narrower, cheaper keywords closer to a booking.
When should I start the season campaign?
Weeks before the peak, with a small budget that builds remarketing lists. You then enter the season with a warm audience and a lower cost.
Should I advertise out of season?
At a minimum, to keep the account learning and to gather cheap data. Switching off entirely means a cold start every season.
How do I get direct bookings instead of platform ones?
By not competing where platforms are strongest. Your name, your packages and your direct rate are narrower and cheaper keywords, and they carry the margin the platform takes.
Should I advertise out of season?
At a reduced level. Switching off entirely means a cold start each season, and the account loses the learning that makes the peak cheaper.
How far ahead do guests book?
It varies by segment, and we measure it rather than assume. The attribution window follows that measurement — a short one credits none of the comparison period.
Nearby
Sectors that buy in a similar way
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start your hospitality campaign
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
New Cairo, Egypt
Saudi Arabia · Egypt · UAE · Kuwait · Qatar · Bahrain · Oman