The first job of Google Ads here isn’t finding new guests — it’s protecting the ones who already searched your hotel’s name directly, since OTAs often bid on that exact search term and can pull that booking away from you. From there, campaigns target location-intent searches and remarket to guests who checked rates but didn’t book, pointing every ad to a booking-ready landing page instead of a generic homepage. We track direct bookings back to the specific campaign or keyword, but we don’t promise a guaranteed booking volume or a fixed drop in OTA dependency — occupancy depends on rate and season too, not marketing alone.