Maximizing Google’s Property Promotion Ads for Hotel Campaigns

Hotels tired of losing direct bookings to OTAs should leverage Google’s Property Promotion Ads to improve brand visibility in search results. These PPC ads aren’t new for hotels, but 2025 will bring updated features marketers should watch for. Plus, as people continue to limit discretionary spending, it is increasingly important for hotels to attract guests with property features and characteristics. Mastering Property Promotion Ads offers new opportunities to attract guests searching for specific destinations, amenities or qualities.

What Are Google’s Property Promotion Ads?

Google’s Property Promotion Ad, formerly known as a Promoted Hotel Ad, is a paid ad type that allows a hotelier to bid to earn a prominent placement in Hotel Search or Google Maps. Non-branded queries trigger these ads, which display dynamic content to help travelers’ considerations. Promoted hotel ads are available for desktop and mobile users, and most serve a global market.

Benefits of Property Promotion Ad Features for Hotels

Property Promotion Ads are distinct from traditional Google Hotel Ads because these apply to non-branded, categorical searches. Destination-based or amenity queries, such as ‘hotel in Salem’ or ‘resort with spa Madrid’ qualify for these ad types. If adding another PPC ad format to your hotel’s marketing portfolio seems like too much, consider the lesson that Trivago learned when it decided against these. 

Hotels can enjoy several benefits from a successful Property Promotion campaign, including:

• A prominent ad location to drive purchase decisions
• Enhancing brand awareness with travelers
• Increased lead generation, website traffic and direct bookings
• Appearing for qualified searches for features, from renovations to promotions and amenities

Enhancing Property Promotion Ad Performance for Hotels

Hotel Ads factor in the bid, relevance, and price accuracy, but that’s not all hoteliers must set to make progress with Property Promotion Ads. To get the most out of Property Promotion Ads, a hotel’s Google Business Profile must be optimized to reflect the correct location and accurate features and amenities, and it must also include details like renovations or nearby events. Google uses these factors when considering the relevancy of a property. 

Marketers also must take advantage of new hotel PPC features for 2025, which we anticipate will expand on the more recent ad features centered on AI automation, interactive formats and optimization. These will help with targeting and streamline manual processes. Due to third-party cookie requirements and privacy restrictions, new hotel PPC ads may not feature commission-based bid strategies after February 20, 2025. Marketers can shift to Return on Ad Spend (ROAS) campaigns, which Google recommends, or Enhanced Cost-Per-Click. 

Keeping up with the ever-changing nature of PPC ads isn’t easy. If you need help setting your hotel’s campaigns up for success this year and beyond, contact TravelBoom.

Jeremy Razook – Digital Marketing Specialist at TravelBoom. Connect with Jeremy on LinkedIn.

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.