Google Search Ads

Google Search ads can put your business in front of people looking for holidays you sell. The useful question is whether those visitors become suitable enquiries at a cost your business can afford. Start with one specialism you know well, rather than trying to advertise everything on your website.

Start with Measure your results. Choose a useful landing page, a clear next step and a member of your team responsible for responding. Test that page on a phone. Check that an enquiry reaches the right person, and that successful submission is measured once. A click on a telephone or WhatsApp button shows interest; it does not prove a conversation or booking happened.

1. Choose a specific offer or service, such as tailor-made Japan holidays. Write down who it suits and what your advice adds.
2. Use Google's keyword planning tools to investigate relevant demand and indicative costs. Forecasts are estimates. Select keywords that match what the landing page genuinely offers.
3. Phrase and exact match can help you start with a more focused set of searches. Neither guarantees a literal word-for-word match: phrase match considers meaning, and exact match can include the same meaning or intent. Review actual search terms after launch.
4. Add negatives for clearly irrelevant searches, such as recruitment terms in a holiday-booking campaign. Check each exclusion. Words such as reviews, cheap or villas could describe valid customers for some businesses.
5. Write clear adverts that match the page. Use protection, fee and price claims only where they are accurate for the advertised product. Avoid unsupported claims such as best rates.
6. Check locations, languages, networks, bidding and conversion goals before publishing. Location options can include people who show interest in an area as well as people physically there. For a business serving UK residents, consider whether the presence option fits the intended audience; targeting a holiday destination is a different decision from targeting the customers you serve. Check actual delivery, because location signals are not perfectly accurate.

Agree an affordable test amount and review date before launch. No universal budget guarantees enquiries. Choose the budget type deliberately:

• Average daily budget: for most campaigns, the daily charging limit is twice the average, and the usual monthly limit is 30.4 times that average when it stays unchanged. A campaign started partway through a month has a different remaining-month limit. Check the budget report; a daily budget is not a fixed total for a short test.
• Campaign total budget: new Search campaigns can use a set total with start and end dates, for a period of 3 to 90 days. Google will not charge more than that total, but this budget type has no daily spending cap. An existing campaign cannot switch between these budget types.

Check all live campaigns against your overall allowance. Do not assume every account has a separate monthly account cap. Name the person who checks spend and can pause the test. Pause promptly if the page or measurement breaks; reaching your spending allowance is a reason to review results, not automatically increase it.

Check delivery, spend and tracking soon after launch, then review search terms and valid enquiries regularly. A high click-through rate is not enough. Allow for your sales cycle before judging bookings, and investigate poor enquiry quality before increasing spend. Change one clear issue at a time and record what you changed.

• The advert links to a relevant page that works on mobile.
• A successful enquiry reaches the right person and is measured once.
• The spending plan and targeting have been checked.
• Every negative keyword has a clear reason.
• A named person owns the review and follow-up.

Please confirm which enquiry and booking events my site can measure, including any embedded tools or separate booking domains. The starting page is [URL] and the successful action is [describe it].