There is no useful universal Google Ads budget for hospitality. A hotel protecting direct bookings, a restaurant filling covers and a venue generating event enquiries have different economics and conversion paths.
Plan from the commercial outcome
Define the action you want: direct booking, reservation, event enquiry or another measurable outcome. Use current search-cost data and your own conversion history to estimate the traffic required, then check whether the implied acquisition cost fits the margin and capacity of the business.
Separate intent before allocating spend
- brand and direct-booking demand;
- non-brand destination or service searches;
- restaurant or venue intent;
- events, weddings or group enquiries;
- seasonal or offer-led campaigns.
Use relevant landing pages, negative keywords and clean booking or enquiry tracking. Scale only where additional spend still produces acceptable commercial outcomes. See the hospitality marketing cost guide.
