Search ads for hotels: guests looking for a stay on specific dates book with you.
Queries like «hotel near Astana airport» and «Alakol resort prices» are typed by people already choosing where to stay. We run Google Ads and Yandex Direct for such queries, protect brand results from intermediaries and count paid bookings, not clicks.
In search ads a hotel competes not only with other hotels but also with OTAs that buy ads on hotel names. A guest searches for your hotel by name and sees an OTA ad first — and books through it with commission. A brand campaign with a low cost per click brings these bookings back to the website.
The second layer is city, district and resort queries: «hotel in central Almaty», «hotel near Expo», «Borovoe resort with a sauna». Here the winners are ads with a nightly price, amenities and a link to a specific room page or the booking engine with dates preselected. The third is Google Hotels: showing the hotel's rate in search and on maps via the channel manager.
In Kazakhstan most search goes through Google, so we start with Google Ads. Yandex Direct is added for Russian-language queries and tourists from Russia. Bookings are tracked through the booking engine and the CRM, calls through call tracking.
What hotel search ads management includes.
Ads on the hotel name with the price and direct booking benefit, so the guest does not go to an OTA website.
Campaigns by city, districts, sights and resort areas with separate budgets and bids.
Nightly price «from», amenities, cancellation policy and breakfast in headlines; extensions with address, phone and room types.
Traffic goes to a room page, package or the booking engine with selected dates instead of the home page.
Rates and availability connected via the channel manager, travel-goal campaigns shown on maps and in Google Hotels.
We exclude «jobs», «hotel vacancies», «hostel», «free» and other brands so you do not pay for irrelevant clicks.
Bringing back those who viewed rooms or started booking without paying, with a reminder of their dates.
Booking engine goals with revenue, call tracking, CRM: cost per paid booking by campaign and keyword.
Campaigns and queries.
- Brand: hotel name, «official website», «booking»
- City: «hotel Almaty center», «hotel Astana»
- Local: near the airport, station, Expo, Medeu
- Resorts: «Alakol resort», «Burabay hotels», «Kapshagay holiday»
- Occasion: conference room, wedding, family holiday
- Google Hotels and travel campaigns
- Remarketing: incomplete bookings
- Yandex Direct: Russian-language queries and tourists from Russia
Why a hotel should pay for ads on its own name.
OTAs and intermediaries buy ads on hotel names and appear above your website. A guest who has already chosen you clicks the first ad and books with 15–20% commission.
A brand campaign is cheap: a click on your own name costs several times less than location queries because the hotel's ad is highly relevant. It brings back bookings that were yours anyway. This is the first thing we set up in hotel search ads, before city and resort campaigns. We also check the terms of your OTA contracts: some restrict bidding on the hotel brand, and the setup has to take that into account.
What a booking from search ads costs.
In our experience and according to market data: a click on brand queries costs ₸30–150, on «hotel + city» queries ₸150–600, on resort queries in season ₸100–400. A paid booking from location campaigns usually costs 5–12% of the stay value, from the brand campaign 1–3%. That is noticeably below OTA commission, provided the booking engine works without glitches and calls are answered within a minute.
If the booking engine is broken or the website price is higher than on Booking, any advertising ends up more expensive than OTA commission.
What affects the price of management.
Management of one platform for one property is ₸150,000–250,000 per month; Google and Yandex together, several properties or languages — ₸250,000–400,000. The ad budget is separate, at least ₸200,000 per month, and in peak season and for central Almaty from ₸250,000–400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Landing pages for rooms and packages are estimated separately as landing pages. General terms: search advertising.
The short version.
How much do search ads for a hotel cost?
Management from ₸150,000 per month plus a budget from ₸200,000; in season and in Almaty the budget is from ₸250,000–400,000. Setup is included in the first month.
Why advertise on our name if the website already ranks first?
OTA ads on your name sit above the organic results. A brand campaign is inexpensive and brings guests who have already chosen you back to direct booking.
What is Google Hotels and do we need it?
It shows your hotel's rate in search and on maps next to the OTAs. It is connected via a channel manager; for a hotel with a booking engine it is one of the cheapest sources of direct bookings.
Google or Yandex?
We start with Google Ads, which has most of the search share in Kazakhstan. Yandex Direct is added for Russian-language queries and tourists from Russia, especially for Almaty and Burabay.
How do you measure results?
Paid bookings with revenue via booking engine goals, calls via call tracking, group requests via the CRM. The report shows cost per booking for each campaign.
Same service for other industries
Want more direct bookings from search? Send us your website and occupancy data — we will calculate a budget and forecast.
Tell us your city or resort area, number of rooms, which booking engine and channel manager you use and your current budget. We will reply with a forecast and campaign plan within 1–2 business days.