Google Ads & PPC for hotels, b&bs and farm stays
Sites for accommodation businesses with an integrated booking engine, immersive room galleries, integration with Booking.com and Airbnb, and a map of local attractions
In the hotels, b&bs and farm stays industry, google ads & ppc isn't a stylistic exercise: it's the tool that solves the real problems of your vertical. Here you'll find how we apply it specifically, what you take away, and how much it costs to get started.
The problems we see every time in the hotels, b&bs and farm stays industry
If at least one of these sounds familiar, google ads & ppc is the right lever.
The concrete results
- Account setup or restructuring of existing campaigns
- Server-side GA4 conversion tracking (resistant to ad-blockers)
- Keyword research on real Italian data, with a curated negative list
- Monthly optimisation based on data, not on gut feeling
- Monthly report with clear metrics: CPA, ROAS, share of voice
- No hidden fees on the media budget: you pay Google directly
The features you simply can't go without
We include them by default on every google ads & ppc project for the hotels, b&bs and farm stays industry.
- Integrated booking engine (Simple Booking, Ericsoft, Bookingplanner)
- Calendar sync with Booking.com and Airbnb (channel manager)
- Immersive gallery for each room/apartment
- Room pages with amenities, beds, view
- Interactive map with nearby attractions and restaurants
- Reviews and testimonials section
- Direct promotions (discounted rates for bookings from the site)
- Gift cards and experience vouchers
What we work with
We choose the stack on a case-by-case basis, not by personal preference.
- Google Ads (Search / Performance Max / YouTube / Display)
- Google Tag Manager (server-side)
- GA4
- Google Merchant Center
- Looker Studio
- Google Keyword Planner
Where it starts
VAT excluded
The exact price depends on the scale of the project (pages, languages, integrations). For a typical hotels, b&bs and farm stays business, our dedicated package is the simplest route.
CIN — National Identification Code (Decree-Law 145/2023 converted into Law 191/2023, operational from 2024, must be displayed in listings and at the property), regional CIRs where still required, tourist tax, tourism SCIA, ISTAT tourism reporting, police reporting via Alloggiati Web. The site doesn't handle these obligations, but it must allow them to be integrated into the booking flow.
Frequently asked questions
google ads & ppc for a hotels, b&bs and farm stays: how long does a project typically take?
It depends on the scale, but for most cases we're talking about 2-4 weeks from sign-off to going live, content included. For complex cases (many languages, integrations with industry software) it can take 6-8 weeks.
Can I start even if I don't have all my content (text, photos) ready?
Yes. We offer copy support and image selection as a separate package, or we proceed with placeholders and swap them in along the way. The important thing is to nail the positioning before the design phase.
Can I update the site on my own after delivery?
Yes. We deliver with a simple editorial panel (organised by content type) and 2 hours of training included. For structural changes (new sections, new templates) we step in.
Does the site comply with hotels, b&bs and farm stays industry regulations?
Yes. For this industry we take into account: CIN — National Identification Code (Decree-Law 145/2023 converted into Law 191/2023, operational from 2024, must be displayed in listings and at the property), regional CIRs where still required, tourist tax, tourism SCIA, ISTAT tourism reporting, police reporting via Alloggiati Web. The site doesn't handle these obligations, but it must allow them to be integrated into the booking flow. We always start from compliance, we don't add it afterwards.
Why does a hotels, b&bs and farm stays project cost more than a generic site?
The hotels, b&bs and farm stays industry requires specific features, regulatory compliance and an architecture that works for its audience. What's optional on a generic site is included by default here — and it's cheaper to do it right from the start than to fix it later.
Is the advertising budget included in the price?
No. The monthly fee only covers the time our team spends on management (analysis, optimisation, reporting). You pay the media budget directly to Google with your own card: that way you have full visibility on spending and no opacity. The recommended minimum budget for Google Ads in Italy is €500-800/month to start gathering useful data; in competitive sectors it can rise to €3-5k/month.
How much does the initial setup cost?
Between €490 and €1,490 as a one-off. It depends on: a new account or an existing one to restructure, the number of campaigns, the conversion-tracking setup (standard or server-side), and the conversion import from your CRM (qualified leads, not just form submits). We provide the detailed quote after a free audit of your existing account or after the first scoping call.
How long until I see results?
The first useful data appears after 4-6 weeks: Google needs 2-3 weeks of learning phase on each campaign to optimise bidding, then it takes 2-3 weeks of stable data to draw conclusions. Anyone promising 'leads from the first week' is either ignoring the learning phase or throwing budget into the dashboard with no strategy. We generally see concrete CPA improvements from the second or third month.
What does the monthly report contain?
Total Google spend plus remaining budget, cost per conversion (CPA) per campaign, volume of attributed leads/sales, top-performing keywords, problematic search terms added to negatives, ad A/B tests run, and the plan for the following month. The report is a Looker Studio dashboard accessible 24/7, not a static PDF. We explain the metrics: no vanity numbers like impressions or CTR without context.
Do you also work with Performance Max?
Yes, but with caution. Performance Max is powerful for e-commerce with a product feed, and far less so for B2B lead generation, where it often 'eats' budget from Search campaigns without clean conversions. We assess it case by case: if it makes sense we use it with a dedicated structure (feed, audience signals, asset groups) and differentiated conversion tracking; if it doesn't make sense we'll tell you clearly.
What happens if I end the contract?
The Google Ads account is always registered to you, so it stays yours with all the campaign history and data. No digital hostages. The notice period is 30 days on the monthly fee; the media budget stops whenever you decide from the Google dashboard. We give you a written handover with the campaign logic, key keywords and the optimisation signals applied during the period.
Ready for google ads & ppc in your hotels, b&bs and farm stays?
Tell us in 3 lines what you need. We reply within 24 working hours with a concrete proposal and transparent prices.
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