High-Intent Google Ads Campaign

I want to generate more direct bookings for my Melbourne hotel by appearing whenever travellers search terms such as “cheap hotel Melbourne CBD”, “budget accommodation Parliament Station” or “affordable hotels in Melbourne city”. The goal is simple: guide prospects straight to the official website and convert them before they hit an OTA.

You’ll take full ownership of a Google Search campaign—starting with granular keyword research that uncovers every high-intent, bargain-focused query in and around the CBD, drafting persuasive ad copy that emphasises our value, and building a strong negative keyword list so we pay only for clicks that can actually convert. Ongoing A/B testing is critical; I expect iterative ad variations, bid adjustments and landing-page recommendations based on live data until cost-per-booking drops and ROAS climbs.

Deliverables:
• Comprehensive keyword and negative keyword lists
• Three initial ad sets with distinct headlines & descriptions ready for split testing
• A/B test plan and weekly optimisation summary (click-thru, conversion rate, CPA)
• End-of-month performance report with actionable next steps

If you have a track record of profitable Google Search campaigns in hospitality—or any vertical where price-sensitive shoppers rule—let’s talk.