Create a Google Ads Performance Max for travel goals campaign

Performance Max for travel goals campaigns serve your ads across Google’s advertising platforms, which can help you reach more potential guests and drive more hotel bookings for your properties.

Before you begin

Before you can create a Performance Max for travel goals campaign, you will first need to link a Google Ads account to Hotel Center or create a hotel properties feed in Google Ads. Learn how to Get started with Performance Max for travel goals campaigns.

How to create a Performance Max for travel goals campaign

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads client account.
3. Click the Campaigns drop down in the section menu.
4. Click Campaigns.
5. Click the plus button , then select New campaign.
6. Select "Sales" as your campaign objective.
   • Note: Both the “Sales” objective and the “Without a goals” guidance objective will trigger the hotel selection module for Performance Max for travel goals campaigns, but use the “Sales” objective as best practice. Other goal types aren’t compatible at this time.
7. Select Performance Max as campaign type, then select Hotels in the “What are you advertising?” section.
   • Note: If you don’t find a Hotel option, this implies the account has not met the prerequisites to run a Performance Max for travel goals campaign. Learn how to Get started with Performance Max for travel goals campaigns.
8. Select the Hotel property feed source from your linked Hotel Center account.
9. Enter the URL you want people to view after clicking your ad in the “Where should people go after clicking your ad?” section.
10. Enter the Campaign name, then click Continue.
11. Enter the “Budget and bidding” information for the campaign, then click Next.
12. On the “Campaign settings” page, choose the “Locations” you want to reach, then select the language to target.
    • Note: We recommend having a single language target per Performance Max for travel goals campaign. If multiple languages are targeted, Google will use the first language entered for automatic text asset creation.
13. (Optional) Underneath “More settings”, enter the “Start and end dates”, then click Next.
14. On the “Default Logo” page, click + Logo to add a logo that can be applied as the default for any of the hotels in your campaign.
    • Note: Skip adding a logo to your campaign at this level if you prefer. You can add or edit logos per asset group later in the campaign creation and post campaign creation.
15. Click Save, then click Next.
16. On the “Asset groups” page, click Edit to make changes to any populated asset group.
    • In the pop up window, you can edit the name of your asset group and edit or upload URLs, forms, phone numbers, videos, and other assets on the left panel.
    • Note: Google has image coverage for many hotels. For individual properties where images aren’t available, partners can upload their own images or scan their website and social media sites to pull in images.
    • Learn how to Add additional asset groups.
17. Click Save, then click Next.
18. On the “Assets” page, add preferred extensions. Under “More extensions”, you can include lead form assets, structured snippets, prices, promotions, and callouts. Click Next.
19. Review your campaign, then click Publish Campaign.
    • Note: If you miss any fields during the process, you’ll receive an error on the “Review your campaign” page.