About Performance Max for travel goals

Performance Max for travel goals campaigns is the easiest way for hotel performance advertisers to serve across all Google properties. This allows advertisers to easily create property-specific asset groups and maximize their performance with Google Ads.


  • Drive more conversions through Google AI: Advertisers that use Performance Max campaigns see an average increase of 18% total incremental conversions at a similar cost per action. Google AI expands your reach by streamlining the addition of new ad formats, and serves ads across 7 Google surfaces including Search, YouTube, Gmail, and the Hotel Ads channel. It leverages Google’s hotel data to serve your ads when people search for your property.
  • Simplified campaign setup and reporting: Performance Max for travel goals is easy to set up — it suggests messages, images, URL, amenities and features from your property to:
  • Improved operational efficiency: Performance Max for travel goals is fully powered by Google AI and runs across all channels. This frees up time for you to focus on strategic initiatives such as budget planning, adding more compelling creative assets, optimizing via Recommendations, and analyzing Insights that can help improve overall marketing strategy.
  • Travel “Made for you” audience hints: Google uses the existing hotel data, such as location, amenities, star rating, and much more to automatically add audience hints related to each property in your campaign.

Where your ads appear

Performance Max ads appear across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, Maps, and the Travel channel. Performance Max for travel goals can also display the same ad formats as hotel campaigns when prices are available.

When you create a campaign in Google Ads, you can preview where and how your ads appear. However, it’s not possible to include specific pricing in ad previews within Google Ads for Performance Max for travel goals. Ad previews for Performance Max for travel goals show placeholder prices due to fluctuations in costs across the travel industry.

Learn how to create a Performance Max for travel goals campaign.

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