Reach more guests with Performance Max for travel goals

March 7, 2023

Travelers have never had more options and they’re leaning into research across multiple digital touchpoints more than ever. Hotel suppliers need easy ways to stand out and connect with people looking up their options on Google. 

Over the next few weeks, we’re rolling out Performance Max for travel goals to all hotel suppliers. It builds on the success of Performance Max, and is enhanced specifically for hotels. With one easy-to-set-up campaign powered by Google’s AI, you can show relevant ads in front of people in the important moments when they're planning their trips. Your ads will automatically serve across Google channels and inventory, including Maps, Search, YouTube, and Hotel Ads (coming later this year). 

Gif of a phone showing different ads for “Your Hotel” across Gmail, Search, YouTube, Discover, Display, Maps and Hotel Ads.

Diversify your approach to new guest acquisition 

Performance Max for travel goals helps you easily expand your hotel’s reach and drive more direct bookings across Google. Powered by Google’s AI, it helps you identify potential guests and easily create campaigns. With one simple set up, it helps you create ads in multiple formats that will automatically serve across Google channels and inventory. Just pick your hotel properties from a map using our hotel picker tool. 

Gif of a laptop screen showing a search for “Your Hotel” on the Google Ads interface, and a cursor selecting a location from a map.
Search for and select your hotel properties using the hotel picker tool.

Then it’ll pre-populate ads for your hotel—including creative elements like copy, images and URLs—in every format. You can edit any of these pre-populated assets or upload your own instead. 

Your ads will be pre-populated in multiple formats. You can edit any of these pre-populated assets or upload your own instead. 

Drive more bookings and help maximize ROI

Advertisers who use Performance Max achieve on average over 18% more conversions at a similar cost per action.1 As a result, you can show up for more customers and drive more bookings. Just set your budget thresholds and conversion goals, then let Google’s AI manage the day-to-day details—including bidding, optimizing your ads between channels and selecting the best-performing asset groups. In the coming months, we’ll introduce audience signals which use data that hotels share in their Business Profile to continue helping you find potential guests. 

Understand your performance with property-level reporting

The Insights page in Performance Max helps you identify trends and understand your performance, uncovering demand forecasts, search trends and search term insights. For example, search term insights show you what guests are searching for when they see your ad. Performance Max for travel goals gives you access to even more simplified reporting and travel-specific campaign recommendations. A single campaign can support up to 100 hotel properties and pre-populate recommended images, messages and other creative assets for each location. It also measures and shares campaign performance for each location in the hotels tab.

Gif of a laptop screen showing Performance Max for travel goals ads in the Google Ads interface.
View property-specific metrics in the hotels tab.


Google Ads Tutorials: Performance Max for travel goals: Creating a campaign


To get started with Performance Max for travel goals, watch the tutorial and check out our onboarding guide. You can also register for the upcoming Meet the Expert webinar to learn more.

Posted by Michael Trauttmansdorff, Director of Product Management, Travel Ads



1. Google Data, Global, Ads, November - December 2022

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