Business names and logos are part of your brand guidelines. This migration allows you to control how your brand appears in ads on Performance Max campaigns. To keep using your preferred business name and logos for your campaigns, add the assets to your brand guidelines. If no updates are made by mid-April 2025, the business name and logos from the top performing asset group from your campaign will be used. Learn more About brand guidelines.
Performance Max for travel goals is a goal-based, multi-channel campaign designed to drive more direct hotel bookings. It uses the full power of Google AI to help hotels reach the right potential guests across Google’s full range of advertising channels and inventory with one simple setup.
Key features:
- Use pre-populated creative assets (images, headlines, descriptions, and URLs).
- Show on search results for property related queries.
- Measure performance with property-specific reporting.
- Use Travel “Made for you” Audience Hints recommendations for targeting.
This article is your guide to help users onboard and use Performance Max for their hotel ad campaigns.
Benefits
- Find even more guests and turn them into converting customers. Performance Max for travel goals is designed specifically to help hotels drive traffic to their site and get “heads in beds.” It expands your reach by streamlining the addition of new ad formats, ad inventories, and using automated targeting to identify new potential guests looking for properties like yours, giving you a chance to meet potential guests that you didn’t even know you were missing.
- Easy to set up. Google AI suggests messages, images, urls, and other elements for each property you’re planning to promote and gathers them into asset groups. You decide what messages and assets best represent each property, and you set your budget threshold and booking goals for each campaign.
- Easy to maintain. It manages the details from automatic bidding, to how your ads are balanced between ad inventories, to selecting the best performing assets to serve to a potential guest — all while helping you meet your booking goals within your budget.
- Easy to understand. Performance Max for travel goals provides you with only the metrics that matter to your business. You can use the simplified per-property reporting to track and share your campaign performance for each of your locations separately.
Where your ads appear
Performance Max campaigns appear across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, Maps, and the Travel channel. For Performance Max for travel goals, we also use smart targeting of property terms on Search to provide incremental reach to existing campaigns.
