Don't wait for guests to find you: bring them to your website

Smartads is Smartness’s service for managing and optimizing Google and Meta ad campaigns for accommodation providers.

The Smartads team does more than just handle the technical setup. They support you with a consultative approach to select, monitor, and optimize the activities that make the most sense for your budget, goals, and seasonality.

Depending on the plan you choose and your property’s needs, the service can include different campaign types.

These include:

• campaigns to protect direct bookings and strengthen your local presence, such as Brand Protection, Google Hotel Ads, and Search campaigns;
• campaigns to expand your visibility across Google, such as Google Maps, YouTube, Display, and Gmail campaigns;
• and Facebook and Instagram campaigns to introduce your property, stay top of mind, and bring back people who already showed interest.

Each activity supports a specific goal: protecting your property name by showing it first in Google search results, reaching potential guests who genuinely match your target, increasing qualified traffic to your official website, and generating more and more direct bookings while reducing your reliance on OTAs.

Digital channels now play a decisive role in hospitality. According to the Travel Innovation Observatory of Politecnico di Milano, eCommerce accounts for 57% of the total value of the hospitality market.

This means an increasingly important share of bookings now comes through online channels, and investing in digital visibility is no longer optional. It is essential.

Before booking, guests search on Google, compare different properties, browse OTAs, scroll social media, click on ads, and often come back several times before making a decision. If your property is not visible at these moments, you risk leaving space to OTAs and competitors.

Investing in ad campaigns helps you appear immediately when a potential guest searches for a property in your area, searches directly for your hotel name, compares rates and availability, or is still deciding where to go. This allows you to reach both guests who are close to booking and those who need more time before they decide.

Online campaigns also bring qualified traffic to your official website, meaning visits from users who are more interested and more likely to book. This helps increase direct bookings, reduce the weight of OTA commissions, and maintain stronger visibility for your property throughout the year.

In practice, allocating budget to online advertising means not relying only on organic traffic or OTAs, but using a concrete tool to get found, get chosen, and drive more guests to your booking engine.

The difference lies in the campaigns included, the level of strategic support, and the annual ad budget that can be managed.

Smartads Base includes campaigns designed to protect direct bookings, such as Brand Protection, Google Hotel Ads, and local visibility on Google.

Smartads Premium includes everything in Base, expands your presence across all Google channels such as Maps, YouTube, and Gmail, and adds Meta campaigns on Facebook and Instagram.

Smartads Ultra includes all the campaigns in Base and Premium, plus even more continuous, priority support with a stronger focus on strategic optimization.

Smartads is a specialized service for campaign management and performance optimization, not for creative production. This means photo shoots, videos, logos, and other visual assets need to be provided by the property.

The Smartads team uses the materials you provide to build and optimize campaigns, but it does not create them from scratch.

We measure results starting from what really matters for an accommodation provider: more visibility, more conversions, more direct bookings, and stronger profitability.

That is why we do not just send reports full of numbers for you to interpret on your own. We present and explain campaign performance during scheduled monthly meetings, including campaign results, your website’s ability to convert, direct booking trends, and Google Ads ROAS.

At the beginning of every collaboration, we define the KPIs that matter most for your project, monitor them consistently, and use them to optimize the areas that truly impact commercial performance.

So we do not look only at traffic or visibility, but also at conversion, booking value, revenue, and direct-channel growth. This way, we always know where real value is being created and where action is needed to improve your results over time.

ROAS stands for Return On Ad Spend.

It is a key KPI for evaluating campaign performance because it shows exactly how much revenue you generate for every euro you invest in advertising.

For example, a ROAS of 63x means that for every €1 spent on advertising, the campaign generated €63 in revenue.

To see Smartads pricing, visit the Pricing page.