Tři hotely, tři nové účty
a průměrný ROAS 1 418 %
A hotel group with 4 properties. We built a Google Ads system from scratch — for direct bookings as well as B2B conference enquiries. CZK 320,000 in ad spend → CZK 2,760,000 in conversion value.
average ROAS across the engagement
cost per direct booking (avg. value CZK 4,000)
enquiries for conferences and corporate events
cost per conference lead (CPL)
Starting point
Four hotels. Zero Google Ads history.
A hotel chain with 4 properties — from wellness stays and conference venues to catering services. Each hotel has a different focus and a different customer. We also added a Search campaign for the LH Event catering service in South Bohemia.
The Google Ads account was built from scratch in January 2024. No history, no baseline. We created everything from the ground up: structure, tracking, creatives, landing pages.
The main challenges: seasonality, separating intent (a guest looking for a room vs. a company looking for a conference hall) and 4 hotels in a single account that must not cannibalise each other's results.
Key insight
A room booking is not a conference. Someone looking for a weekend room and someone looking for a corporate training venue are two different people. They need different messaging and a different funnel. The moment you mix the goals, campaigns get needlessly expensive. Separating intent was the fastest route to stability.
Goals
Two different businesses. One system.
- Increase direct bookings via the website — reduce dependence on OTA platforms (Booking, Expedia)
- Build a scalable Google Ads system for 4 hotels with stable performance
- Generate quality conference enquiries — measurable forms with a sensible CPL
- React to seasonality — Valentine's Day, Easter, New Year's Eve, package deals
Our solution
Six steps to a Google Ads system that works
- Brand campaigns to protect the brand and win cheap high-intent bookings
- PMax campaigns for direct bookings with dedicated assets and landing pages
- Lead campaigns for conference events — PMax + Search
- A shared campaign for conferences + a separate Search campaign for LH Event (South Bohemia)
- Seasonal messaging and packages — Valentine's Day, Easter, New Year's Eve, wellness packages
- Creative assets in PMax — a mix of original photos and videos for a higher relevance score
Pro tip
Seasonality isn't a problem — it's leverage. Valentine's packages, Easter wellness, New Year's Eve stays. The right timing + the right offer lift conversions significantly. Technical room descriptions don't sell. "Imagine waking up to a forest view" does.
Results
3 hotels in numbers
| Hotel | PNO | Konverze |
|---|---|---|
| Ad spend → conversion value | CZK 2,760,000 | value of bookings |
| Conference lead funnel | ~2 / week | relevant enquiries |
| Cost per conference enquiry | ~CZK 680 | CPL for conferences |
| Hotel 2 — best ROAS | 1,010 % | 10.1× return |
Key insight
A ROAS of 820 % doesn't come from tweaking. The real win was the system: a clear account structure per hotel, separated goals (bookings vs. conferences), seasonal messaging and continuous creative work. The result: CZK 320,000 in spend → CZK 2,760,000 in conversion value.
Provozní čísla kampaní
Deset měsíců provozu, 1. 10. 2025 až 29. 7. 2026. Brandové i Performance Max kampaně dohromady.
| Hotel | Kliknutí | Zobrazení | Průměrné CPC | Míra interakce |
|---|---|---|---|---|
| LH Park Hotel Hluboká | 9 564 | 217 771 | 5,29 Kč | 9,73 % |
| LH Hotel Mědínek Old Town | 13 228 | 236 251 | 4,12 Kč | 13,56 % |
| LH Hotel Dvořák Congress & Wellness | 9 988 | 131 839 | 5,79 Kč | 15,80 % |
| Součet za tři hotely | 32 780 | 585 861 | 4,97 Kč | 12,64 % |
K tomu B2B linka na svatby a firemní akce
Poptávka přichází z formuláře, kde zájemce uvede termín, počet osob a typ akce. Obchod hotelu tak volá připravený. U svatby nebo konference může jedna poptávka znamenat obsazený celý objekt, takže se tato část výsledku v ROAS z ubytování vůbec neobjeví.
Snímky přímo z reklamních účtů
Citlivá data klienta jsou zakrytá. Zobrazujeme metriky, které nevypovídají o obratu ani rozpočtu.
„We're no longer dependent on the platforms and we save hundreds of thousands a year on commissions. The customers are ours now, not Booking's."
Want full occupancy without depending on OTAs?
Let's book a free audit. We'll show you how to build a direct booking channel. 30 minutes. Free. No strings attached.
I want a free audit