Services / Paid Search
Paid search & PPC for hospitality brands.
When guests search for somewhere to eat, stay or celebrate, your brand needs to be visible. We plan and manage Google Ads and Microsoft Ads campaigns for hospitality businesses, with performance measured against bookings and revenue.
Built for
Restaurant groups, hotels and venues that want search demand turned into bookings.
Our paid search services.
Campaigns by site and occasion
Lunch, dinner, private hire and Christmas, each with its own budget.
Branded Search Campaigns
Protect visibility for your brand searches and encourage guests to book directly, rather than through third-party platforms.
Local and Maps
Show up while nearby guests are deciding.
Booking-led tracking
Use available reservation and conversion tracking data to optimise campaigns towards completed bookings.
Performance Max
Gift vouchers, events and F&B e-commerce, bought for revenue.
Microsoft Ads
Reach additional search audiences through Microsoft Ads, with performance assessed against cost and booking outcomes.
From first look to the bill
- Searches: 'Sunday roast near me', on the way home.
- Finds you: Your ad and Maps listing, top of the page.
- Books: A table, on your own booking page.
- Counted: Booking and revenue outcomes measured against the search campaign where tracking allows.
Our approach
1. Audit
Find where budget is leaking before spending another pound.
2. Build
Campaigns shaped around service patterns, seasons and openings.
3. Optimise
Bids fed with real booking and revenue data from CoverStory.
4. Report
Covers, cost per booking and revenue, live.
Platforms
- Google Search
- Google Maps
- Performance Max
- YouTube
- Microsoft Ads
- Shopping
The proof
- Mildreds: 20x+ average ROAS across every active paid channel
- Mildreds: <£2 average cost per cover
Paid Search questions
How much should a restaurant spend on Google Ads?
It depends on the number of sites, your covers target and how competitive your area is. Most of our clients invest between £10K and £150K a month across paid media, and we recommend a search budget that gives campaigns enough data to learn within a sensible timeframe.
Should we bid on our own restaurant or hotel name?
Branded search campaigns can help maintain visibility for searches involving your business name and encourage guests to book directly. Whether brand bidding is worthwhile depends on competition, existing organic visibility and booking behaviour. We assess this before recommending investment.
Can you track bookings made through our reservation platform?
We configure conversion tracking around your booking journey so campaigns can optimise towards completed reservations. Where integrations support it, CoverStory connects booking and point-of-sale data to provide clearer reporting on revenue outcomes.
We already have someone running Google Ads. Can you take a look?
Yes. Most engagements start with an audit of your existing account, booking tracking and spend. You'll see where budget is leaking and what we'd change before you commit to anything.
Do you work with multi-site restaurant groups?
That's most of our work. Each site gets its own campaigns, budgets and reporting, so a busy flagship never starves a newer opening.
What's the minimum commitment?
A six-month retainer as standard. Search learns quickly, but it takes a few months of testing and seasonality for the gains to compound.
Works well with
Be the answer when they're ready to book.
Tell us where you want to grow. We'll come back with a plan, and the numbers behind it. Start a conversation