Google Hotel Ads bid strategies update

In the ever-evolving landscape of online advertising, staying ahead of the curve is paramount for businesses looking to maximize their revenue while also adapting to changes in user privacy expectations

Feb 20, 2024

With Google’s recent announcement regarding updates to its Hotel Ads bidding models, hoteliers face a pivotal moment in their metasearch advertising strategies.

The upcoming changes, slated to take effect on April 30, 2024, mark a significant shift away from commission-based bid strategies in Google Hotel Ads (GHA) campaigns.

Bid models based on commission per stay and commission per conversion will no longer be available for new campaigns and will be replaced by Target return on ad spend (tROAS) and Enhanced cost-per-click (ECPC). However, existing campaigns utilizing commission-based bid strategies will continue to run until October 31, 2024.

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