Google Hotel Ads Bidding: What Hoteliers Need to Know in 2025
As the digital landscape evolves, so does online advertising. For hoteliers looking to increase visibility and direct bookings, Google Hotel Ads continues to be a powerful channel. However, 2025 brings significant changes to Google Hotel Ads bidding strategies, especially with the phase-out of commission-based models.
This article serves as a complete guide for hoteliers to understand the changes, how to adapt, and which bidding strategies to implement moving forward.
Understanding Google Hotel Ads
Google Hotel Ads allows hotels to appear in search results when users search for accommodations on Google Search, Maps, or Google Travel. These ads display room availability, rates, and booking links directly in search results, offering a seamless path from discovery to reservation.
Major Change in Google Hotel Ads Bidding for 2025
Commission-Based Bidding Eliminated
Google has officially announced that two of its most popular commission-based bidding models will be phased out:
- Commission (per stay)
- Commission (per conversion)
Key dates to remember:
- April 30, 2024: No new commission-based campaigns can be created.
- February 20, 2025: Existing campaigns using commission bidding will stop running.
- November 2025: Deadline for commission reconciliation; unreported conversions will be charged.
These changes are largely driven by Google’s effort to adapt to the cookie-less web, prioritizing user privacy and transitioning to more sustainable, data-resilient models.
Read more about:
Three new Google tools to optimise your hotel
Google Hotel Insights: How to use it to increase your sales
Hotel Demand Generators: A Complete Guide for Hotel Managers
Google Hotel Ads Bidding Strategies Moving Forward
What Are the New Recommended Strategies?
With the sunset of commission bidding, Google recommends hoteliers transition to these alternatives:
1. Target ROAS (Return on Ad Spend)
This strategy automatically sets bids to help achieve a target return on ad spend. It’s ideal for hoteliers focused on maximizing the value of each conversion.
2. Enhanced CPC (Cost Per Click)
Enhanced CPC adjusts your manual bids automatically to increase conversions. It’s a flexible and performance-driven model that uses conversion data for optimization.
3. Maximize Clicks or Conversions
Simple automated strategies for those with limited conversion data, aiming to increase traffic or bookings based on volume.
Using Performance Max for Google Hotel Ads
Google recommends combining hotel ads into broader Performance Max campaigns, which:
- Use Google’s AI to optimize ads across Search, Display, YouTube, Gmail, and Maps.
- Require minimal setup while offering broad visibility.
- Are ideal for properties looking to consolidate ad management into one system.
Performance Max can be particularly useful for small- to medium-sized properties that may lack in-house digital marketing expertise.
Tips for a Successful Transition
- Review current bidding strategies and plan the switch before deadlines.
- Monitor ROAS closely to adjust performance targets over time.
- Use Google’s conversion tracking accurately to fuel Smart Bidding.
- Optimize your Google Business Profile with up-to-date images, rates, and policies.
- Use partner integrations to streamline campaign management and keep data in sync.
How Chekin Supports Your Digital Journey
While Chekin is not a bidding tool, it complements your online marketing by automating the guest journey, from identity verification and online check-in to tourist tax management and upselling experiences.
By enhancing operational efficiency, Chekin allows hoteliers to reinvest time and resources into effective ad strategies like Google Hotel Ads.
Conclusion
The phase-out of commission-based models in Google Hotel Ads bidding marks a new era for digital hotel marketing. By adopting smart bidding strategies like Target ROAS and Enhanced CPC, and leveraging AI-powered tools such as Performance Max, hoteliers can remain competitive and continue to drive quality bookings.
Now is the time to adapt your campaigns and prepare for a privacy-first, data-driven future in hotel advertising.
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