Google is now testing a new “Nearby” format in Hotel Ads across Search and Maps.
These ads feature a prominent Book button and direct users straight to the hotel’s booking page, either on the hotel’s own site or via OTAs like Booking.com or Expedia. This dramatically shortens the booking journey.
What makes this interesting:
– Appears in high-intent local searches (“hotel near me” etc.)
– Prioritizes proximity and booking simplicity
– Likely to improve conversion rates due to reduced friction
For advertisers, this could mean:
– More value from geo-targeted bidding strategies
– Increased competition for local hotel inventory
– A greater need to monitor Google Hotel Ads performance closely
This test hasn’t been officially announced by Google yet, but early sightings suggest a push toward a more seamless booking experience embedded within Maps and Search.
If you’re running Hotel Ads or managing travel PPC accounts, it’s worth paying attention.
This update was spotted by Barry Schwartz & Brad Brewer
