Hands up if you've ever found yourself frantically typing "B&B near me" or "hotel with parking London" into your phone while wandering a new city. Go on, be honest. We've all done it! And who comes to the rescue? More often than not, it's our trusty digital cartographer, Google Maps.

But here's the thing: for many businesses, especially those in the bustling travel and hospitality sectors, Google Maps is still seen primarily as a navigation tool. A handy little app for getting from A to B. And whilst it absolutely excels at that, it's also a colossal, often underestimated, advertising powerhouse.

If your business isn't actively trying to stand out on Google Maps, you're essentially leaving money on the table – or, more accurately, leaving potential customers to wander straight into your competitor's welcoming arms. So, let's take a closer look at how Google Maps advertising can boost your online visibility and attract more customers to your business.

It's not just about directions – It's about Intent!

Think about it: when someone is searching on Google Maps, their intent is usually sky-high. They're not just browsing; they're often looking for something right now, right here. Whether it's a restaurant for dinner, a hotel for the night, a local tour operator, or even a quaint little B&B, these are people actively seeking a solution, and they're usually ready to act.

This isn't like a general Google Search where someone might be in the early stages of research. On Maps, they're often at the "I need to book/visit/call now" stage. That, my friends, is a golden opportunity you absolutely cannot afford to miss.

What exactly is Google Maps advertising?

Right, let's clear up a common misconception. Google Maps advertising isn't a completely separate platform you log into. Instead, it's an integral part of your wider Google Ads strategy, primarily driven by what we call Local Search Ads and clever use of your Google My Business (GMB) profile.

In essence, it allows your business to appear prominently on Google Maps when users are searching for relevant products or services nearby. This can manifest in a few ways:

Promoted pins: ever noticed those little purple pins with an ad icon on the map? That's you, shouting "Here I am!"
Search results within Maps: when someone types "hotels" into Maps, your ad might appear right at the top of the list, clearly labelled as an ad.
Search suggestions: sometimes, your business can even pop up as a suggestion when someone starts typing a query.
It's all about making your business unmissable when potential customers are literally looking for what you offer, in the relevant geographical area.
Read also: Serving up authenticity: digital ads that attract conscious travellers

Why your Travel & Hospitality business needs this!

For hotels, restaurants, tour operators, attractions, and any local business serving the travel and hospitality industry, Google Maps advertising is an absolute game-changer. Here's why:

Hyper-Local targeting: you can target customers within a specific radius of your establishment. Perfect for catching those spontaneous travellers or locals looking for a quick bite.
Mobile-First experience: maps is inherently mobile. Your customers are on their phones, on the go, making decisions. You need to be there.
Direct action buttons: unlike a standard search ad, Maps ads often come with immediate call-to-action buttons: "Call," "Get Directions," "Website," or "Save." It's instant gratification for the user and instant leads for you.
Visual impact: promoted pins and enhanced listings often include your business logo or a prominent photo, making you stand out visually in a sea of grey pins.
Trust & authority: appearing prominently on Maps, especially with good reviews, builds instant credibility. It tells users you're a legitimate, accessible business.
Competitive edge: while many businesses are on Maps, far fewer are actively advertising on it. This is your chance to gain a competitive advantage.

The secret to success: Google my business (GMB) optimisation

Before you even think about spending your money on Google Ads for Maps, you need to get your Google My Business (GMB) profile absolutely spot on. Think of GMB as your digital shop window and directory listing all rolled into one. It's the foundation upon which all successful Google Maps advertising is built.

GMB optimisation checklist – don't skip a single bit!

Claim and verify: make sure your business is claimed and verified. If you haven't, stop reading and do it now!

Complete profile: fill out every single field. Business name, address, phone number, website, hours of operation, services, categories, accessibility options – the lot!
High-quality photos: this is crucial for hospitality. Showcase your best rooms, delicious dishes, friendly staff, and inviting atmosphere. People eat with their eyes, and they book with their eyes!
Compelling description: use keywords naturally to describe what makes your business unique.
Regular posts: use GMB posts for special offers, events, or updates. It keeps your profile fresh.
Manage reviews: encourage customers to leave reviews and, more importantly, respond to every single one, good or bad. It shows you care and builds immense trust.
Q&A section: monitor and answer questions from potential customers or add some possible questions and answers yourself.

A well-optimised GMB profile not only helps your organic visibility on Maps but also provides the rich data and visuals that your paid ads will leverage. Without it, your Maps ads will be a bit like a Ferrari with no engine – looks good, but goes nowhere.

How to get your Ads showing on Google Maps

Link your GMB to Google Ads: this is non-negotiable. In your Google Ads account, go to "Tools" > "Data Manager" and “Connect Product” to link your GMB profile. This allows Google to pull your business information and location into your ad.

2. Enable location: this is the magic button! In your Google Ads account, under "Campaigns," select "Assets" and "Location" This tells Google to show your business address, phone number, and a map link with your ads.

**After clicking on Location**

**Click on the plus button to go to the campaign selection**

**Select the campaign and the location group**

If you can’t find the location group, use the search bar to find it .

3. Craft your Ad copy:

Localise: mention your city, neighbourhood, or local landmarks. "Quite B&B near Balos beach" or "Boutique hotel in Edinburgh's Old Town."
Highlight USPs: what makes you special? "Award-winning cocktails," "Pet-friendly rooms," "Panoramic sea views."
Call to action: encourage immediate action. "Get directions," "Call for availability.

4. Targeting:

Geographic targeting: set a radius around your business. Start with 5-10 km and expand if needed. You can also target specific postcodes or cities.
Audience targeting : layer on audience segments like "travel enthusiasts," "foodies," or "business travellers" to refine who sees your ads.

5. Bidding strategy:

Set up robust conversion tracking: track phone calls, clicks on "Get directions," and website bookings.
Choose "Maximise Conversions" as your bidding strategy: this allows Google's powerful algorithms to work their magic and make the most of your budget by optimising for those crucial local actions.
Monitor and adjust: even with automated bidding, you still need to keep an eye on performance, budgets, and ensure your ads are showing up for the right searches.

6. Budget: start with a modest daily budget. Monitor performance closely and scale up as you see results. Don't blow the bank on day one!

Top tips for succesfull Google Maps Ads

Keep GMB updated: I can't stress this enough. An outdated GMB profile will undermine all your ad efforts.

Use high-res, appealing images: on Maps, visuals are paramount. Invest in professional photography.
Respond to reviews promptly: good reviews are social proof; bad reviews handled well show excellent customer service. Both influence click-through rates.
Monitor "Get Directions" and "Call" conversions: these are your bread and butter for Maps ads. Track them diligently in Google Ads.
Utilise negative keywords: just like regular search ads, use negative keywords to stop your ads showing for irrelevant searches. For example, if you're a luxury hotel, you might add "cheap" or "budget" as negatives.
Test, Test, Test: experiment with different ad copy, images, and targeting. What works for a bustling city hostel might not work for a quiet country inn.

Common errors to avoid.

The "Set it & forget it" trap: Google Maps advertising isn't a magic wand. It needs ongoing monitoring and optimisation.

Neglecting GMB: seriously, I'm going to sound like a broken record, but it's the most common mistake.
Broad targeting: don't target the whole country if you're a single restaurant in Manchester. You'll burn through your budget faster than a jet engine.
Generic Ad Copy: "Hotel Rooms Available." Yawn. Tell me why I should choose your hotel!
No Conversion tracking: if you're not tracking calls, directions, and website clicks, you're flying blind. How will you know what's working?

The final destination: get found, get booked!

In today's hyper-connected, mobile-first world, being visible on Google Maps isn't just a nice-to-have; it's a fundamental pillar of your digital marketing strategy for any travel or hospitality business. It's about being present precisely at the moment of intent, guiding customers directly to your doorstep (or booking page!).

So, if you're ready to stop being a hidden gem and start being a thriving hotspot, it's time to get serious about Google Maps advertising. Optimise your GMB, set up those search campaigns, and watch as your business gets well and truly put on the map. Your customers are looking for you – make it easy for them to find you!

The ultimate guide to boost your Travel business's visibility and bookings through Google maps Ads