Google Ads for restaurants and hotels: measured and fine-tuned campaigns
Google Ads campaigns (formerly AdWords) to appear among the ads in Google search results on your keywords, with precise tracking of what each campaign costs and brings in.
Official Google Hotels partnerFree booking links, included in all our packages- 2networksof delivery: search and display
- Perclickthe cost is calculated per click, by auction
- Measuredconversionscost per conversion and conversion value
Be seen on Google when your customers search, with a measured return on every campaign.
Google Ads is Google’s sponsored search. It is independent of the organic search ranking of your site’s domain name and it is highly measurable: you track what each campaign costs and what it brings in. It is used occasionally, to launch a site whose organic ranking is still weak, or over the long term, to win new customers and protect your brand name. Set up and maintained with care, a campaign is a powerful conversion lever.
- 01Your goals
- 02Keywords and ads
- 03Bidding and delivery
- 04Reports and adjustments
For hotels, restaurants and travel agencies
Google Ads campaigns are for businesses that want to be visible on Google at the moment their customers search, and that want to measure what this visibility brings them.
- Hotels
- Restaurants
- Travel agencies
- Holiday cottages and guest houses
- Properties launching a new site whose organic ranking is still weak
- Properties that want to protect their brand name on Google
Google Ads is for appearing when people search on Google. The other levers in the Advertising section: Google Hotel Ads (the price ads of Google Hotels and Google Maps, not to be confused with Google Ads), the Google profile, Facebook advertising, Instagram advertising and TikTok advertising. Would you rather gain visibility without paying per click? See organic search optimisation. And if your site first needs rebuilding, there are the booking website and the showcase website.
What your campaign includes
- 01Creation and set-up of the campaign, ads included: titles, descriptions, links, taglines, media and assets (formerly “extensions”) such as the phone number
- 02Prior study of relevant keywords and their search volumes
- 03Keyword proposal at the start of the contract
- 04Unlimited keyword groups
- 05Conversion tags and advanced tracking
- 06Monthly keyword monitoring and adjustment
- 07Optimisation of your campaign
- 08Click and impression reports, available online
- 09Conversion and geographic location reports
- 10Reports on the ad positioning of your competitors
- 11Annual report on the content of your site: content, texts, internal linking, tags
- 12Annual organic search report on a competitor of your choice
Campaigns under control, from click to result
From the search network to the reports, here is what a campaign covers. The two ads alongside are mock-ups: a search result and an illustrated ad, both leading to a page on your site.
- 01
Search network
Your ad can appear at the top or bottom of the results when a Google search matches your keywords; its position depends on the bid and the quality of the ad.
- 02
Display network
Your illustrated ads are shown on sites, videos and apps in Google’s Display Network. Google announced on 26 May 2026 (new tab) that this network is now managed from Demand Gen campaigns, which also run on YouTube, Discover, Gmail and Google Maps.
- 03
Performance Max
According to Google’s help pages (new tab), a Performance Max campaign runs from a single campaign on YouTube, the display network, search, Discover, Gmail and Maps. You provide texts, images and videos, which Google combines.
- 04
Your brand name
When someone types the name of your property, other advertisers, such as booking platforms, may appear above your site: a campaign on your brand name puts you there too. Read the article.
- 05
- 06
Budget and targeting under control
You stay in control of keywords, budget and geographic targeting.
- 07
A cost per click, by auction
Each advertiser sets their own budget. The cost varies with how competitive the location and sector are, and the cost charged is not necessarily the maximum bid.
- 08
Precise measurement
The cost per conversion and the conversion value let you adjust budgets, ads and positioning.
- 09
A landing page that matters
The ad leads to a page on your site, and Google takes into account the experience it offers when ranking ads.
- 10
Constant fine-tuning
The measured results are used to adjust budgets, ads and keywords as the campaign runs.
A site that turns the click into a direct booking
An ad is only worth the page it leads to. Here is what your site must offer for advertising to bring in bookings.
- A landing page that confirms what the ad promises, like here the home page of Aux 20 Plaisirs, a wine bar whose site we designed
- A booking made with you: 0% commission on bookings made with Booky
- Conversion tags, to know what each campaign brings in
Free booking links on Google
Hotel Web Design is listed in the official directory of Google Hotels connectivity partners (new tab). Information about your accommodation, availability and rates is sent to Google, which shows free booking links in Google Search, on Google Maps and on Google Hotels, straight to the booking page of your site. Your guests book with you, with no commission. It is included in all our packages.
- 1Your websiteYour accommodation, availability and rates
- 2GoogleGoogle SearchGoogle MapsGoogle HotelsFree booking links
- 3Your booking pageYour guests book with you, with no commission
How we work
Four stages, from your goals to the monthly follow-up of the campaign.
- 01
Your goals
We define with you what the campaign must achieve: winning new customers, sales, awareness.
- 02
Keywords and ads
Based on a study of relevant keywords and their search volumes, we propose a first list of keywords, then write the ads: titles, descriptions, links and assets such as the phone number.
- 03
Bidding and delivery
We set the bids and the budget, place the conversion tags, then the campaign runs on the search network and the display network.
- 04
Reports and adjustments
Every month, we monitor your keywords and optimise the campaign. Click, impression and conversion reports are available online.
We can also support you with web marketing: SEO, social media management, Facebook, Instagram and TikTok.
Hotel and restaurant websites to send your ads to
Four properties whose website we designed.
A 3-star hotel with 9 rooms and a restaurant, ski-in ski-out in the Portes du Soleil area.
A guest house and its restaurant in Villeneuve-lès-Avignon: two sites for one place.
A charming hotel of ten single-storey rooms in Labeaume, a village of character in southern Ardèche.
Fully equipped apartments, villas and suites in the heart of the Brie region, with a concierge service to complete the stay.
What is Google Ads, and how is it different from organic search optimisation?
Google Ads (formerly AdWords) is Google’s sponsored search: your ads appear at the top or bottom of search results on the keywords you choose, and you pay per click. It is independent of the organic search ranking of your site’s domain name, which you can work on in parallel.
How is the cost of a campaign calculated?
The cost is calculated per click, by auction: each advertiser sets their own budget. It varies with how competitive the location and sector are, and the cost charged is not necessarily the maximum bid. You stay in control of the budget, the keywords and the geographic targeting.
On which networks can my ads appear?
On the search network, where your ad appears at the top or bottom of the results of a Google search on your keywords, and on Google’s Display Network, which brings together sites, videos and apps. According to Google, this network is now managed from Demand Gen campaigns, which also run on YouTube, Discover, Gmail and Google Maps, and a Performance Max campaign runs from a single campaign on YouTube, the display network, search, Discover, Gmail and Maps.
How do I know what my campaign brings in?
The campaign is measured: the cost per conversion and the conversion value let you adjust budgets, ads and positioning. Conversion tags are placed, and you get online access to click and impression reports, conversion and geographic location reports, and a report on the ad positioning of your competitors.
Is a campaign set once and for all, or over time?
It is followed up: keywords are adjusted every month and the campaign is optimised as results come in. A one-off campaign accompanies the launch of a site, when its organic ranking is still weak; an ongoing campaign is used to win new customers and protect your brand name. Each year you also receive a report on the content of your site and an organic search report on a competitor of your choice.
How is it different from the free links and ads of Google Hotels?
The free booking links of Google Hotels do not go through an auction: they are included in all our packages, with no commission on bookings. The price ads of Google Hotels and Google Maps are presented on the Google Hotel Ads page. A Google Ads campaign, by contrast, is paid per click, by auction, on your keywords. The free links are explained on the Google Hotels page.
My ads lead to my site: does it need adapting?
Each ad leads to a page on your site, and Google takes into account the experience it offers when ranking ads. That page must confirm the ad and lead to the booking, for example with Booky: 0% commission on bookings made with Booky. If your site no longer suits you, we can rebuild it: see the booking website and the showcase website.
Ready to launch your Google Ads campaign?
Describe your property and your goals in a few lines: we will call you back to talk about it.
Let’s talk about your property
A new website, a booking engine, more visibility? Describe your project in a few lines and we will call you back to discuss it.
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- Serving the hospitality industry since 2014