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Hotel PMax Campaign Performance Recommendations

Gabriela Garcia
Updated

Overview

Hotel PMax is an AI-powered campaign type within the Digital Marketing Performance Dashboard that helps properties boost their direct bookings by running ads across Google’s entire network. To ensure the best performance, it is important to properly configure and optimize your campaign assets, including headlines, descriptions, logos, images, sitelinks, and videos.

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Recommended actions per Hotel PMax asset

Add and edit the headlines
  • Provide 11+ headlines with a maximum of 30 characters each.
  • Include at least one short headline (15 characters or less).
  • ⭐ Recommended: Use your property name in about 50% of the headlines.

 Pro tip: Add terms like “Official Hotel Website” or “Book Direct” when space allows.

Steps:

  1. Click on the Headlines section.
  2. Click the pencil icon or + Add to open the editor.
  3. Select your tone and voice, and enter your headline or use Auto-generate.
  4. Click Save.

 

 

Add and edit long headlines
  • Create at least 2 long headlines (up to 90 characters). Ideally, provide 5.
  • Ensure headlines are descriptive, with a minimum of 30 characters.
  • ⭐ Recommended: Use your property name in about 50% of them.

 Pro tip: Include booking-related terms like “Best Rate Guaranteed” or “Official Hotel Website” when space allows.

Steps:

  1. Click on the Long headlines section.
  2. Click the pencil icon or + Add to open the editor.
  3. Select your tone and voice, and enter your Long headline or use Auto-generate.
  4. Click Save.

 

 

Add and edit descriptions
  • Add 4+ descriptions, with a maximum of 90 characters each.
  • ⭐ Recommended: Use your property name in about 50% of them.
  • Highlight unique selling points (location, amenities, direct booking perks).

Steps:

  1. Click on the Descriptions section.
  2. Click the pencil icon or + Add to open the editor.
  3. Select your tone and voice, and enter your description or use Auto-generate.
  4. Click Save.

 

 

Add logos
  • ❗Required: 1 square 1200px logo is required for activation; you can add up to 5 logos.
  • ⭐ Recommended:
    • 1 Horizontal logo of 1200px x 300px is strongly recommended.
    • Upload at least 2 logos (1 square, 1 horizontal).
    • Avoid white logos on transparent backgrounds for better visibility.

Steps:

  1. Click on the Logos section.
  2. Click the + Add button to upload new logos.
  3. A new panel will open with the title Add campaign logos.
  4. You can upload logos by dragging and dropping files or clicking to browse from your local folders. Accepted file formats include .jpg and .png.
  5. Click Save.

 

 

Add images
  • Showcase your property by uploading high-quality, colorful images of at least 1200px.
  • Choose images with vivid colors and simple compositions for optimal visibility, and avoid complex visuals or text overlays.
  • Include a mix of formats: Horizontal 4+, Square 4+, Vertical 2+
  • You can upload up to 20 images for each format: Horizontal, Square, Vertical.

 Not sure what to include? Here are some suggestions:

  • Images are evaluated by an AI Image Quality Validator. Clear, bright, and relevant photos of your property are more likely to be accepted and used in your ads.
  • Avoid blurry, dark, heavily edited, or unrelated images. Low-quality assets may be rejected and will not be added to your campaign library.
  • Exterior of property, interior of property, rooms, common areas, the grounds, and unique amenities or features you want to highlight (e.g., fireplace, pool, hot tub, etc.).
  • Professionally produced photography performs best.

Steps:

  1. Click on the Images section in the customization panel.
  2. Click the + Add button to upload new images.
  3. A new panel titled Add campaign images will open.
  4. Upload images by dragging and dropping files or clicking to browse local files. Supported formats are .jpg and .png.
  5. Click Save.

 The first uploaded image will be edited in three formats: 1 portrait, 1 square, and 1 landscape, to fulfill the requirements.

 

 

Add sitelinks
  • Add 6+ sitelinks to direct users to specific sections of your website.
  • Include custom URLs pointing to your booking engine, rooms, or special offers.
  • Each sitelink should have text and two description lines for context.

 Note: When linking directly to your official website, a warning may appear reminding you to install the tracking script. This warning serves as a reminder that the tracking script is necessary for ensuring that bookings are tracked correctly. The warning will trigger even if you've already installed the tracking script.

Steps:

  1. Click on the Sitelinks section.
  2. Click + Add to create a new sitelink.
  3. Enter your Website URL, sitelink text, and two description lines.
  4. Click Save.

 

 

Add videos
  • Upload up to 5 videos (10–60 seconds).
  • ⭐ Recommended: Upload 1 horizontal, 1 square, 1 vertical.
  • Replace auto-generated videos with content from your property’s official YouTube channel.

Steps:

  1. Click on the YouTube Videos section.
  2. Click + Add to open the input panel.
  3. Paste the URL of the YouTube video you wish to include.
  4. Click Save.

 

 

✨ To keep in mind

  • Use the AI Image Quality Validator feedback to refine your visuals. Replace rejected or low-quality images with clearer, more compelling photos to strengthen performance over time.
  • More assets = better AI optimization. Provide multiple variations (text, images, video).
  • Google automatically tests and displays the best-performing asset combinations.
  • Ensure your tracking code is installed on your website to capture all bookings attributed to Hotel PMax.
  • Regularly monitor the Hotel PMax dashboard to track impressions, clicks, bookings, and ROI.
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