Google Ads for Hotels: Greater Visibility, More Direct Bookings

6–10x

ROAS for Google Ads Campaigns

~80%

cheaper than OTA commissions

5.8%

Conversion Rate with Google Ads

Less reliance on OTAs, more profitable direct bookings: With professional search engine advertising (SEA) for hotels, we put your property in the spotlight on Google and Bing exactly when potential guests are actively searching for a hotel like yours.

A laptop screen displaying a web analytics dashboard with charts and key metrics.

Are OTAs snatching your guests away from Google?

It’s one of the biggest annoyances in the hotel industry: A guest searches specifically for your hotel on Google or Bing—and ads from major booking portals appear above your own website. Instead of booking directly with you, they end up on Booking.com, Expedia, and other sites. The reason: OTAs bid specifically on relevant search terms, thereby competing for guests who are already interested in your property.

The result: You may end up paying commission on a booking that could have come directly to you. At the same time, Google or Bing Ads can quickly become expensive if campaigns aren’t consistently managed, analyzed, and optimized.

Two people are looking at charts on laptops and monitors in a well-lit office.

Google Ads Tailored Specifically for Your Hotel

We run targeted ads for guests searching for your hotel, your location, or suitable accommodations. In doing so, we protect your brand while tapping into new demand with relevant search terms.

The goal: Interested guests are directed straight to your hotel website or booking engine. You’ll boost your direct sales, keep valuable guest data in-house, and be able to track at any time which campaigns are actually generating bookings and revenue.

Certified SEA Expertise: Google & Microsoft Partner

Your budget deserves real expertise: As specialists in Google Ads and Microsoft Ads, we know exactly which levers to pull to efficiently boost your visibility and direct bookings. Thanks to regularly renewed certifications, our expertise stays up to date—and your media budget is targeted precisely where it can make the biggest impact for your hotel.

Microsoft Advertising Partner 2026 badge with a green gradient background and white text
Google Partner logo with a multicolored "G" and gray text on a white background

Our Approach

SEA for Hotels: From Clicks to Profitable Direct Bookings

As a specialized SEA agency for hotels, we don’t just focus on click prices and ad positions. What matters most is the end result: qualified traffic, bookings, and revenue. To achieve this, we combine a well-thought-out keyword and campaign structure with accurate tracking and continuous optimization. This ensures your media budget is directed where it can make the greatest contribution to your hotel’s direct sales.

A smartphone screenshot of the Google search page in dark mode, with a blurred Google logo in the background.
Step 1

Analysis & SEA Strategy:

We analyze your hotel, your target audiences, your location, any existing campaigns, and your booking funnel. Based on this analysis, we develop a strategy with clear goals and budgets.

Step 2

Keyword Research:

We identify relevant search terms related to your hotel and organize them into well-structured campaigns.

Step 3

Tracking Setup:

We'll set up tracking so you can see exactly which campaigns are generating bookings and revenue.

Step 4

Campaign Creation:

We create and organize your campaigns for Google Ads and, if needed, Microsoft Advertising—including ads, target audiences, assets, and, where applicable, relevant landing pages.

Step 5

Transparent Reporting

All relevant KPIs at a glance, transparent and accessible to you at any time.

Step 6

Ongoing optimization:

We continuously monitor your campaigns, optimize keywords, bids, budgets, and ads, and adapt to demand, seasonal trends, and performance.

"We're incredibly excited, very happy with the new website, and would also like to thank you for the great collaboration!"

Dörte Kubatzki

Owner, Das Kubatzki

"Working with XPORT has been a pleasure right from the start of our business relationship! We feel very well taken care of by our colleagues at XPORT, and we’re able to collaborate with them in a competent and professional manner. Communication is always on an equal footing and based on a high level of trust. We look forward to the future projects we’ll be carrying out with XPORT."

Sandra Musil

Marketing & Guest Relations, Strandhotel Zingst

"I'm so happy with the result! I'm thrilled! Thank you all!"

Kathlyn Voss

Managing Director of the Schokoladenhotel Westerstede

"Our collaboration with XPORT began in 2018 with a major project to relaunch the online store for our spas, hotels, wellness parks, and restaurants, which was carried out to our complete satisfaction. Since then, XPORT has been a consistently reliable and professional partner in all areas of digital marketing."

Marco von Holwede

Marketing and Sales Manager, Toskanaworld AG

"The team at Hotel c/o56 Chemnitz truly enjoys working with the XPORT agency. Communication is open and straightforward, arrangements are handled reliably, and ideas are put into practice in a practical way. It’s clear that they’re actively involved in the process and have a genuine interest in our goals."

Jette Rüdiger

Marketing Manager, Hotel c/o56, Chemnitz

"What we particularly appreciate about our collaboration with XPORT is the combination of strategic vision, creative ideas, and reliable execution. The team understands the unique characteristics of Reichenstein Castle and helps us tell our story in a contemporary way while strategically enhancing our digital visibility."

Katrin Gerwinat

Managing Director, Reichenstein Castle

Prices

Transparent pricing, tailored to your budget.

The cost of professional Google & Bing Ads for your hotel depends on the scope of the campaign, your target markets, and your media budget. That’s why we’ll provide you with a transparently calculated quote that aligns with your goals.

Typical entry points:

  • Setup Fee: A one-time fee for account setup, tracking, keyword research, and campaign creation.
  • Ongoing support: monitoring, optimization, reporting, and strategic consulting.
  • Media budget: Goes directly to Google or Microsoft and remains flexible and controllable.

As a listed BAFA consulting firm , we’d be happy to work with you to determine whether you qualify for the strategic development of your online marketing campaigns government grants of 50% or 80% (€1,750 or €2,800, depending on location) .

Subsidized consulting services for your hotel

Secure up to 80% in funding

up to 2,800 €

Grant for Your Professional Development – with XPORT as a BAFA-listed consulting firm

Alex and Thomas in the meeting

How much potential do your Google Ads have?

Are you already running Google Ads but not satisfied with the results? Or would you like to get started with search engine advertising for the first time and find out if it's worth it for your hotel?

In a free 15-minute initial consultation , we’ll take a look at your situation together. You’ll speak directly with one of our hotel marketing experts, receive an honest initial assessment, and learn which approach makes the most sense for your hotel—whether you’re starting from scratch or looking to improve existing campaigns.

Our SEA experts look forward to speaking with you.

Marilena Niemeyer
Assistant Team Leader, Online Marketing
Key hotel positions: Empire Riverside, Hotel Hafen Hamburg, RIMC.

References

SEA Success Stories from the Hotel Industry

Take a look at the hotels for which we've been able to increase visibility on Google through our SEA campaigns, drive more guests to their websites, and boost their direct bookings.

The Kubatzki

The Kubatzki

Since the relaunch, we have been supporting Das Kubatzki with a mix of SEO, Google Ads, social media ads, and metasearch, ensuring continuous digital visibility.
Go to the website
Beach Hotel Zingst
Golden WebAward trophy with a flame-shaped top and a black base, inscribed with “WebAward Competition”

Beach Hotel Zingst

From a chain hotel to a strong independent brand: rebranding, relaunch, and record revenue thanks to continuous improvements in online marketing.
Go to the website
Chocolate Hotel
Golden WebAward trophy with a flame-shaped top and a black base, inscribed with “WebAward Competition”

Chocolate Hotel

Germany's only chocolate hotel—sweetly packaged and highly profitable thanks to the hellohotel CMS, which incorporates gamification and clever Google Ads.
Go to the website
Tuscany World

Tuscany World

More bookings, more revenue, lower purchasing costs: Toskanaworld is growing with online marketing by XPORT.
Go to the website
Schulz Hotels

Schulz Hotels

From the shadows of Google to the spotlight through a partnership with XPORT: ROAS of 13.7, a significant improvement in Google visibility, and top rankings in AI search.
Go to the website
Reichenstein Castle

Reichenstein Castle

History Meets Performance: An engaging website and professional online marketing earned the historic castle a Google Ads ROI of 106.
Go to the website
Spreewald Beach House
Golden WebAward trophy with a flame-shaped top and a black base, inscribed with “WebAward Competition”

Spreewald Beach House

+130% SEO growth: Since the hellohotel relaunch and XPORT’s online marketing efforts, the Strandhaus Spreewald has become a consistent top result on Google.
Go to the website
MANA LISA

MANA LISA

One-stop online marketing pays off: The multichannel strategy generates 19 euros in revenue for every euro invested.
Go to the website

Why XPORT?

We don't do everything.
But we do hotel marketing right.

We have been supporting the hospitality industry since 2001. Why have more than 500 hotels chosen us over a generalist agency? There are good reasons for this.

25
Years of Hotel DNA
We know what matters in day-to-day hotel operations.
100 %
Hotel Specialization
Industry focus instead of a street vendor's tray.
6+
Solutions, One Team
Website, Design, Hotel Consulting, Online Marketing, and much more.
500+
Hotel guests
have already benefited from our expertise in the hotel industry.

With a generalist agency

Isolated, piecemeal solutions with no measurable success.

With XPORT

Integrated solutions with transparent tracking.

With a generalist agency

Technical jargon instead of clear answers.

With XPORT

Straight talk in the language of the hotel industry.

With a generalist agency

Limited understanding of the industry and a lack of system expertise.

With XPORT

100% hotel DNA; PMS, IBE, and interfaces are all in place.

With a generalist agency

Anonymous tickets and shifting responsibilities.

With XPORT

A trusted partner who thinks along with you and knows your home.

With a generalist agency

Geographical proximity alone, without any real hotel expertise.

With XPORT

Nationwide strength and proven best practices.

We're known for:

Frequently Asked Questions About Search Engine Advertising for Hotels

  • What is the difference between SEA and SEO? 

    SEO aims to improve your hotel’s organic visibility in search engines over the long term. SEA refers to paid search engine advertising, such as Google Ads, and can provide additional visibility immediately after a campaign launches. Both channels serve different purposes and can complement each other effectively.

  • How much does SEA cost for my hotel?

    That depends on your location, the competition, the season, and your goals. In addition to our support, you'll need a media budget for ads that can be clearly defined and adjusted at any time. Together, we'll set a budget that fits your hotel, and we'll only increase it when the data supports doing so.

  • Do you also offer Google Hotel Ads?

    Yes! While traditional text ads (Google Search Ads) are used for general search queries, Google Hotel Ads show users prices and availability for specific travel dates, comparing them to those offered by OTAs. Since this works differently from a technical standpoint and requires integration with your booking engine, we typically manage Google Hotel Ads through our specialized metasearch solutions. We’d be happy to advise you on which mix works best for you. 

  • Is SEA worth it if my hotel is already well-listed on Booking.com?

    That's exactly when SEA can be a good option. With targeted campaigns, you can direct guests who are already searching for your hotel or a suitable offer straight to your own website. This helps you boost your direct sales and reduce your reliance on booking portals.

  • Why should I bid on my own hotel name in Google Ads?

    Booking platforms and competitors can also display ads in response to relevant search queries. By running your own brand campaign, you can ensure additional visibility for your hotel’s name and direct interested guests straight to your website. You can measure whether this is financially worthwhile by analyzing actual click-through and booking data.

  • How quickly will I see results with SEA?

    SEA can generate visibility and clicks right from the start of a campaign. However, we need sufficient data to make a reliable assessment. The first meaningful trends often become apparent after a few weeks; campaigns are then continuously optimized based on the results.

  • Isn't Google Ads too expensive for a single hotel?

    Not necessarily. What matters isn't just how much a click costs, but the revenue and direct bookings it generates. Budgets can be clearly defined, and campaigns can be targeted specifically at relevant search queries, audiences, and markets. This allows even smaller hotels to use SEA cost-effectively.

  • Is the tracking of my Google Ads campaigns GDPR-compliant?

    When setting up conversion tracking, we ensure that the technical implementation complies with data protection regulations and is coordinated with the consent management system in use. However, the specific requirements that apply in each case also depend on your website, the tools used, and their configuration.