Google Hotel Ads and traditional Google Search Ads operate differently and require separate campaign management. Hotel Ads pull directly from your property management system and compete in a real-time price comparison format, while Search Ads capture branded queries and competitor name searches. Most hotels underinvest in the branded search protection that prevents OTAs from appearing first when travelers search your hotel by name.
Capturing High-Intent Searches
Google Ads success starts with matching campaign type to intent — Search campaigns for high-intent keyword queries, Performance Max for broader reach across Google's full inventory, and Local campaigns when foot traffic matters more than clicks. For a Miami hotel, that typically means search and Hotel Ads campaigns built to win the booking click directly, paired with remarketing to site visitors who did not complete a reservation. Quality Score, ad relevance, and landing page experience all affect what you actually pay per click, which is why campaign structure matters as much as the bid itself.
Real Numbers: Budget & Timeline
Google Ads costs split between management and ad spend, and cost-per-click varies dramatically by keyword competitiveness. Independent Miami hotels typically start with $1,500–$4,000/month across Google Hotel Ads, Meta, and email, which is still a fraction of the 15–25% commission OTAs charge per booking — meaning even a modest shift toward direct bookings often pays for the marketing spend several times over.
Expect clicks and early conversion data within days of launch, with cost-per-conversion typically improving over the first 4–6 weeks.
Why Hotels Work With Heyday Marketing
A creative team that produces hotel-grade photography and video, not stock imagery that looks like every other property.
