Hotel Google Ads Specialist: 3 Accounts, Booking Tracking & Search

ABOUT THE ROLE

Brand Space is a Toronto-based digital marketing agency. We’re looking for a freelance Google Ads specialist to own Google Ads for three independent hotel clients in Ontario, Canada. That covers strategy, account setup or repair, conversion tracking, launch, testing, ongoing optimisation and reporting.

You’ll work with our account lead, SEO specialist, hotel contacts and developers. SEO, website builds, video, hotel operations and daily room-rate management are handled by other team members. We do need you to tell us clearly what Google Ads needs from those areas to work.

THE THREE ACCOUNTS

Each hotel has a different goal and a different starting point. The budgets below are proposed starting media budgets, meaning the money spent on Google. They are separate from your fee. Part of your job is to judge whether these budgets are viable and to keep campaigns focused rather than spreading small budgets too thin.

Hotel A: extended-stay suite hotel in a large metro area (proposed media: CAD $600/month)

New management after negative reviews about service. Priorities are rebuilding trust and supporting awareness of the improved property.
Possible selling points (extended stays, kitchens, in-suite laundry) must be confirmed before they appear in any ad.
One focused initial campaign for relevant accommodation searches.
Bookings may complete on a hotel brand’s central booking site where we can’t place our own tags. Measurement may need to rely on that brand’s reporting and on call tracking.

Hotel B: small-market highway hotel with a basic, motel-style offering (proposed media: CAD $600/month)

Existing campaigns need a full audit. Previous research found about CAD $1,311 spent for 476 clicks over roughly ten weeks, with zero recorded conversions. That raises a tracking and performance question; it does not prove that no bookings happened.
Early findings to verify: most spend went on brand searches; some leaked to searches for competitors’ names; a strong generic keyword was paused; many keywords were too low-volume to serve; and over 90% of traffic was on mobile.
Possible audiences (passing travellers, local visitors, longer-stay guests) still need to be validated.
Low booking volume means evaluation will likely take longer here.

Hotel C: boutique hotel near a major international airport (proposed media: CAD $2,800/month)

Main objective: completed room bookings and payments.
The hotel has a new name and no ad history. Unrelated local businesses share the name, so negative keywords matter from day one.
Search ads are the priority. Assess Google Hotel Ads and free booking links where the booking provider supports them.
A lobby bar and speakeasy may support the hotel’s positioning once their availability is confirmed. Advertising the bar is not part of this scope.

Hotels A and C are in the same metro market. Their keyword targeting must stay separate so they don’t bid against each other.

Combined proposed media budget: about CAD $4,000/month across three separate properties.

WHAT YOU’LL OWN

Audit and setup

Audit existing accounts: campaign history, search terms, bidding, targeting and conversion settings
Confirm access needs, and flag tracking or booking-system limitations before launch
Research and prioritise keywords by booking intent, location, property suitability and available budget
Recommend campaign structures and bidding strategies that fit the data each account actually has

Tracking and measurement

Configure and verify tracking in Google Ads, GA4 and Google Tag Manager
Set up cross-domain booking-engine tracking where supported. Where it isn’t, clearly explain the integration needed and coordinate with the booking provider or our developer.
Track completed bookings, booking values and transaction IDs where supported, without double counting
Report booking-button clicks, phone clicks and enquiries separately from completed bookings
Report brand and non-brand performance separately
Assess eligibility for Google Hotel Center, Hotel Ads and free booking links, and what implementation would require

Campaign management

Manage negative keywords, geographic targeting, ad scheduling and relevant audience settings
Write accurate ads and assets using confirmed property information only
Recommend landing-page and mobile-booking improvements, working with our SEO team and developers
Monitor spend and prevent unapproved budget increases
Optimise regularly, and explain what changed and why

INITIAL TESTING PERIOD

Once tracking is verified and campaigns are live, we plan for roughly 4–6 weeks of testing and evaluation per account. Low-volume accounts like Hotel B may need longer. This is our planning window, not a Google-mandated learning period, and we don’t expect stable results by a set date. During this period you will:

Establish a baseline, using reliable existing account history where it exists
Identify relevant searches and cut wasted traffic
Test how well the ad messaging matches the landing pages
Evaluate completed bookings and acquisition costs
Report Google’s automated-bidding learning status separately from the wider testing process
Recommend scaling only when results and available room inventory justify it

WORKING ARRANGEMENT AND REPORTING

Freelance contract with Brand Space covering all three accounts
An initial audit and launch/repair phase, then ongoing monthly management
A brief weekly update, and a monthly performance report recommending, for each hotel, whether to hold, reduce or increase spend
Plain-English reporting we can share with clients
At least 2–3 hours of weekday overlap with Toronto business hours (Eastern Time), and availability for a short weekly call. This is not a full-time role.
All accounts, tracking assets and campaign data stay owned by Brand Space or the clients. Access is given through our manager account.
No budget increases or major strategy changes without our approval

WHAT WE’RE LOOKING FOR

Proven Google Ads work for hotels, accommodation, travel or similar booking-based businesses
Strong Search campaign management
Hands-on GA4, Google Tag Manager and conversion-tracking troubleshooting
Experience with external booking engines and cross-domain measurement
Comfort working with modest budgets and low conversion volumes
Clear writing, and the ability to explain results without jargon
Strongly preferred: Google Hotel Ads and Hotel Center experience
Certifications are welcome but don’t replace evidence of practical work