Hotel Marketing Case Study: 40% More Direct Bookings with Google and Facebook Ads
Hotel marketing case study: what the hotel’s advertising looked like before adsfox
Grzegorz’s hotel, despite an attractive offer and high-quality service, was struggling to reach new guests. It needed an effective, modern marketing strategy that would answer the market challenges and let the hotel stand out from the competition.
Grzegorz’s situation
Grzegorz’s hotel, though valued for its charm and quality of service, ran into trouble in a world of ever-growing competition. A hotel born out of a passion for hospitality now needed a refreshed image and new ways of communicating, so it could once again resonate with travelers looking for a special place to stay.
Website traffic seemed stuck, and new bookings were growing more slowly than ever. Even though the offer was still attractive, the world in which his potential guests made travel decisions had largely moved online.
Grzegorz understood that great service and beautiful views were not enough to stand out from the competition, so he started looking for new ways to reach guests.
First contact with adsfox
While browsing the web for new ways to promote his hotel, Grzegorz noticed an eye-catching adsfox ad. After visiting the website, reading the positive reviews and looking through the published case studies, his interest grew.
The deciding factor, though, was a recommendation from a close friend in the hospitality industry who had used adsfox before and achieved significant results. That personal referral convinced Grzegorz that adsfox could be the key to refreshing and improving his hotel’s online presence.
After reviewing the offer on the website, which included flexible service packages and the option to tailor the work to individual needs and goals, he decided to book a first free consultation with an adsfox specialist.
Free consultation and project assumptions
Grzegorz had the opportunity to describe his hotel’s history, current market challenges and his expectations for the engagement in detail. Our specialist walked the owner through a series of questions designed to understand the hotel’s unique character and its positioning in the market.
We proposed targeted Facebook ad campaigns to increase engagement and brand recognition among potential guests. For Google Ads, we planned campaigns focused on travel and accommodation keywords, to attract search traffic from users actively looking for a place to stay in the region. Our specialist also stressed the importance of an optimized Google Business Profile.
These activities were designed to create a consistent and effective online presence that would attract more guests and increase the hotel’s overall visibility. We assured Grzegorz that every aspect of the campaign would be discussed in detail and tailored to his hotel’s needs and budget. Given the value he got from the free consultation, he decided to invest in advertising his hotel online.
What we implemented before the campaign launch
After the initial consultations, we started with a comprehensive audit of the hotel’s website.
The first step was improving and updating the hotel’s Google Business Profile. We suggested he correct key information such as contact details, photos and descriptions, not only to improve the hotel’s visibility in local search, but also to make it easier for potential guests to find what they needed.
The next stage was setting up Google Search Console. The goal was to speed up indexing of the newly improved website in Google, which is key to increasing the hotel’s organic reach and visibility.
Further work included a full Google Analytics 4 configuration, which allowed in-depth analysis of website traffic and user behavior. The key here was programming custom events that enabled detailed tracking of potential guests’ actions.
If you want to know what a full Google Analytics 4 configuration includes, see our Google Analytics guides.
The last preparation step was installing and configuring the Facebook Pixel, the foundation for effective targeting and retargeting in Facebook and Instagram campaigns.
Remember that these tools are essential for advertising effectively on social platforms such as Facebook and Instagram. Knowing your business and your customers’ needs, we can optimize ad campaigns to get maximum results on a minimal budget.
(Here is the list of standard Meta events_ that adsfox specialists use, with a description of each event.)_
Results of the hotel’s Google Ads and Facebook ads
The engagement with Grzegorz’s hotel ran in several key stages, with performance monitored continuously using analytics tools.
The Google Ads campaigns were designed to target people searching for accommodation in the region, covering both general lodging queries and more specific ones related to the amenities the hotel offers. Retargeting reached users who had visited the website. Our search campaign team handled this part; you can read more about how we work on our Google ads agency page.
On social media, especially Facebook, the focus was on engaging ads that promoted the hotel’s unique features, such as special events and seasonal promotions.
- More website traffic:
The campaigns brought a 40% increase in website traffic for Grzegorz’s hotel compared with the previous period. Effective keyword optimization and an improved strategy lowered the cost per click by 25%.
- Better conversion rates:
Thanks to targeted Facebook Ads campaigns, the hotel saw a 35% increase in conversions. Retargeting campaigns aimed at people who had visited the website but had not contacted the property through the form or the clickable phone number increased bookings by 40% within three months.
Summary of the engagement
Working with adsfox allowed Grzegorz’s hotel not only to improve sales results and brand recognition, but also to use its marketing budget effectively. A focus on data and analysis made it possible to keep adjusting the strategy to changing market conditions and to guests’ needs and behavior. The growth in results showed that a well-planned and executed strategy is key to success in hospitality.
Based on the results achieved and the significant improvement in profitability and online visibility, Grzegorz decided to continue working with adsfox. Several key factors drove that decision:
Continuous optimization: Continuing the engagement allows ongoing monitoring and optimization of existing campaigns, which is critical in a rapidly changing digital environment. Grzegorz appreciated how actively adsfox responds to market trends and adjusts marketing strategies to maximize the return on every investment.
Offer personalization: The agency took on further personalization of marketing activities, to better match the hotel’s offer to the needs and preferences of specific guest segments. Analysis of the data collected so far will allow even more effective targeting and higher conversions.
Technical support: A key element of the engagement is access to a dedicated client dashboard for detailed, real-time tracking of campaign results. This reporting system is intuitive and gives a full picture of how each advertising activity performs. In addition, adsfox provides ongoing technical support from experienced consultants who help resolve technical issues and advise on which ad creatives will work best for promoting hospitality services.
In short, investing in the engagement with adsfox allowed Grzegorz’s hotel not only to survive in tough market conditions, but also to achieve a significant increase in profitability and an improved overall image. Effective online advertising showed Grzegorz what new tools make possible for growing and maintaining a strong market position.
Plans for the engagement
Grzegorz plans to continue the engagement to keep growing his business and strengthen the hotel’s position in search. Here are the details of his plans:
- Developing the current Google Ads campaigns
Further refinement of the hotel’s Google Ads campaigns will include testing new ad formats, optimizing keywords and personalizing the ad copy itself. A stronger focus on retargeting will make it even more effective at bringing back potential guests who visited the website but did not book.
- Expanding social media activity
Further work will focus on developing the Facebook and Instagram campaigns, which have already delivered significant results. Creating engaging content, running contests and promotions, and working with influencers will increase user engagement and attract new guests. We will help Grzegorz identify the right influencers and optimize the hotel’s Facebook Ads campaigns on social media.
- Content marketing
Content marketing will be an integral part of the strategy. Regularly publishing valuable content, such as travel blogs, articles about local attractions and multimedia (video, infographics), will help build brand authority and attract organic traffic to the hotel’s website. We will support the hotel in creating and promoting this material to extend its reach. SEO will be key in this strategy to increase the hotel’s online visibility.
How to advertise a hotel effectively
1. Use Google Ads campaigns
Keyword optimization:
Choosing keywords: Build campaigns that target popular travel and accommodation phrases, such as “hotel in [location]”, “[location] accommodation” or “luxury hotel [location]”.
Hotel SEO: Make sure the hotel’s website is optimized for search, which will increase its visibility in organic results.
Content marketing:
- Publishing valuable content: Publish blog posts, travel guides, articles about local attractions and reviews to attract organic traffic. A hotel’s online marketing should include content marketing that increases user engagement.
Google Business Profile:
Profile completeness: Make sure your hotel’s Google Business Profile is complete and up to date. Add photos, hours, contact details and detailed service descriptions.
Local visibility: Improving the profile will increase the hotel’s visibility in local search results and on Google Maps. Local SEO for a hotel attracts guests looking for accommodation in a specific region.
2. Engage on social media
Facebook Ads:
- Engaging content: Facebook Ads campaigns for a hotel should include high-quality photos and videos showcasing the hotel’s unique features, such as beautiful views, luxurious rooms or special amenities.
Influencer marketing:
- Working with influencers: Partner with popular travel bloggers and influencers to reach a wider audience. Influencers can create authentic content promoting your hotel. Advertising a hotel on social media significantly increases the property’s reach and recognition.
Personalization:
- Tailoring ads: Adapt ads to the preferences of different guest segments, for example families, couples or business travelers. Personalized content increases engagement and campaign effectiveness.
Remarketing campaigns:
- Increasing conversions: Target people who visited the website but did not book. This gives you a chance to win back guests who were interested in the offer but had not yet made a final decision.
3. Regular optimization and testing
A/B testing:
Testing ads: Test different ad versions to find the most effective ones. Compare headlines, copy, images and calls to action to find the content that best captures potential guests’ attention.
Optimizing results: Regular testing and analysis let you keep adjusting marketing strategies. Effective campaign optimization increases the efficiency of advertising.
4. Working with a marketing agency
Professional support: Working with an experienced marketing agency such as adsfox brings many benefits. Online marketing specialists have the knowledge and experience needed to advertise a hotel effectively. An agency can help develop a comprehensive strategy covering PPC, SEO, Google Ads and Facebook Ads campaigns for the hotel.
Continuous optimization: Working with an agency allows ongoing monitoring and optimization of existing campaigns, which is extremely important in a rapidly changing digital environment. Grzegorz appreciated how actively adsfox responds to market trends and adjusts marketing strategies to maximize the return on every investment.
Technical support: A key element of working with adsfox is access to a dedicated client dashboard for detailed, real-time tracking of campaign results. This reporting system is intuitive and gives a full picture of how each advertising activity performs. We also provide ongoing technical support from experienced consultants who help resolve technical issues and advise on which ad creatives will work best for promoting hospitality services.
Want similar results in your industry? Book a consultation and we will check what can be improved in your campaigns.
Related adsfox services
We can run a campaign like this for your property as your Facebook ads agency and Google ads agency. Organic search inquiries are built separately, through an SEO agency engagement. If you want to first check where your budget is leaking today, start with a digital marketing audit, and organizing and grading lead quality is covered by lead generation optimization. See results from other projects in our case studies. Broader lessons for hospitality are collected in our marketing tips.
Who is Grzegorz?
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