Paid Search (PPC)
Paid search, often referred to as PPC (pay-per-click), is a great short-term strategy and a type of online advertising where you only pay a fee each time one of your ads is clicked. Paid search ads are displayed at the top of search engine results pages (SERPs) when users search for keywords that you choose to target.
Quickly drive traffic to your website
Paid search pay-per-click is a highly effective way to quickly drive more traffic to your website that has more intent to convert.
Paid search advertising is displayed to users who are actively searching for what you offer, which means they are further along in the purchasing process and have a better chance of actually booking or responding intently to the ad. You have complete control over which keywords you would like to bid on.
A great benefit is that paid search ads are also measurable, so you can track how many people click on your ads , visit your website and convert, allowing you to optimise your campaigns and ensure that you are getting the most out of your budget.
A complimentary paid
search advertising strategy
Our paid search campaigns are designed to drive the best return for your business. When strategising a paid search campaign, we identify the objective and target audience to devise our approach in the best way possible. This is to ensure we communicate to the right audiences in the right way at the correct stage of the customer journey, optimising the best return on ad spend.
Once we’ve kicked off the campaign, we will conduct thorough keyword research and regularly monitor all campaigns, so you can be confident that you are bidding on the right keywords to drive the best conversions for your business. By monitoring organic search performance, we can dictate where the budget is best spent. For example, if we identify keywords that are performing well organically and driving revenue, we know that the paid budget isn’t required for these keywords. This prevents cannibalisation and maximises your budget.
There are a host of different campaigns that we run for our clients. As well as traditional search campaigns to deliver ads at the top of the search results for your target keywords, we also run ad campaigns that maximise your visibility in the local search landscape and Google Maps - a key tool in the hospitality industry.
Another paid search campaign we run is brand protection PPC. Brand protection PPC works to stop competitors and OTAs from bidding on your brand name and taking away potential direct bookings, providing you with better relationships with consumers and more ROI.
And finally, another important element of the Google Ads landscape that we help our hotel clients with is Google Hotel Ads, which feature in the Google Hotels meta search, local business listings and Google Maps.
Proud partner for over 20 years
Paid Search Results To Be Proud Of
112.14%
ROI FROM BRAND PROTECTION CAMPAIGN
£2.01
CPA FROM PAID SEARCH CAMPAIGN
63.43%
CONVERSION RATE FROM PAID SEARCH
Frequently Asked Questions
What is Paid Search (PPC) marketing?
Paid Search, also known as PPC (Pay-Per-Click), is a form of digital advertising where you pay only when someone clicks your ad. It allows your business to appear at the top of Google search results for specific keywords.
Why is PPC important for hospitality businesses?
PPC helps hotels, restaurants, and venues attract guests who are actively searching for their services, delivering instant visibility, qualified website traffic, and more direct bookings.
How does PPC advertising work?
You choose specific keywords related to your business, create ads, and set a bid amount. When users search for those keywords, your ad appears at the top of Google, and you pay a small fee each time it’s clicked.
What are the benefits of PPC for hotels and restaurants?
PPC campaigns drive immediate visibility, increase direct bookings, target high-intent customers, and provide measurable results to ensure strong return on ad spend (ROAS).
How can Cab Hospitality help with Paid Search campaigns?
We handle everything: keyword research, campaign setup, ad creation, budget management, optimisation, and reporting, ensuring every click delivers maximum value for your business.
How quickly can PPC deliver results?
Unlike SEO, which can take time to build momentum, PPC delivers results almost immediately after launch, making it ideal for short-term campaigns or promoting new offers.
What platforms do you manage PPC campaigns on?
We manage PPC campaigns across Google Ads, Microsoft Ads, and Google Hotel Ads, helping hospitality businesses gain visibility across search results and local map listings.
What is the difference between PPC and SEO?
SEO improves organic rankings over time, while PPC offers immediate visibility through paid placements. Used together, they create a powerful, balanced marketing strategy.
How does Cab Hospitality optimise PPC campaigns for better ROI?
We continuously analyse performance, refine keywords, adjust bids, test ad copy, and use data insights to improve conversion rates and ensure every pound of your budget works harder.
What are Google Hotel Ads and how do they work?
Google Hotel Ads display your rates and availability directly in Google search, Google Maps, and the Google Hotels meta search, connecting high-intent travellers directly to your booking engine.
What is Brand Protection PPC, and why is it important?
Brand Protection PPC prevents competitors or OTAs from bidding on your brand name, ensuring guests searching for your hotel or restaurant find your official website first.