Facebook Ads vs Google Ads for Hotels and Restaurants: Which Brings Better ROI?

For hotels and restaurants in today’s competitive hospitality market, digital advertising is no longer optional—it’s essential. Two of the most popular platforms are Facebook Ads and Google Ads, but which one truly delivers better ROI? In this guide, we’ll break down the pros, cons, and best practices for each platform to help hospitality businesses make smarter marketing decisions.

When comparing Facebook Ads vs Google Ads for hotels and restaurants, the right choice depends on your marketing goals, budget, and target audience. Both platforms can deliver strong ROI when used strategically, but each serves a different purpose in hospitality marketing.

For many hotels and restaurants, working with a hospitality marketing agency in Melbourne can make a significant difference in choosing between Facebook Ads and Google Ads. A local agency understands seasonal demand, competitive locations, and customer search behaviour—helping hospitality businesses maximise ROI from the right advertising platform.

Understanding the Basics: Facebook Ads and Google Ads

Before diving into ROI comparisons, it’s crucial to understand the fundamental differences between these two advertising platforms.

Facebook Ads is a social media advertising platform that allows hotels and restaurants to target users based on interests, demographics, and behaviors. It’s highly visual and works well for storytelling, promoting events, or showcasing your dining experience.

Google Ads, on the other hand, is a search engine advertising platform. It allows you to target users actively searching for services like yours. For example, someone searching “best Italian restaurant near me” or “boutique hotel in Melbourne” can see your ad at the top of search results.

Facebook Ads vs Google Ads for Hotels and Restaurants: ROI Comparison

Benefits of Facebook Ads for Hospitality Businesses

1. Targeted Audience Reach Facebook Ads allows restaurants and hotels to reach users based on location, age, interests, past behaviors, and even life events like anniversaries or birthdays. This precision makes it easier to attract potential guests likely to engage with your brand.

2. Visual Storytelling High-quality images and videos of your hotel rooms, dining setups, or signature dishes can grab attention. Ads featuring mouth-watering food or luxurious hotel experiences tend to generate high engagement.

3. Cost-Effective Brand Awareness For smaller hospitality businesses, Facebook Ads can be more affordable than Google Ads, especially for building brand awareness. You can set daily budgets as low as $5–$10 and still see meaningful engagement.

Drawbacks of Facebook Ads

• Lower Intent: Users on Facebook aren’t actively searching for hotels or restaurants; they’re browsing social content. This can lead to lower immediate conversions.

• Ad Fatigue: Audiences may scroll past ads if they see the same content repeatedly. Constant creativity is needed.

ROI Insight: Facebook Ads perform best for building awareness, promoting events, and retargeting previous website visitors. With proper targeting and creative visuals, hotels and restaurants can see a strong ROI, especially on seasonal campaigns or special promotions.

Google Ads for Hotels and Restaurants: Advantages and ROI

Benefits of Google Ads for Hospitality Businesses

1. High-Intent Audience Google Ads targets users actively searching for services. For example, someone looking for “best rooftop restaurant in Melbourne” is already interested in dining out. This makes Google Ads highly conversion-friendly.

2. Measurable ROI Google Ads provides detailed analytics to track clicks, impressions, and conversions. You can directly measure how many bookings resulted from your campaigns, giving clear insights into ROI.

3. Flexible Ad Formats Hotels can run Search Ads, Display Ads, or Google Hotel Ads, while restaurants can leverage Local Search Ads to attract diners nearby. This flexibility ensures ads reach the right audience at the right time.

Drawbacks of Google Ads

• Higher Competition and Cost: Popular hospitality keywords like “luxury hotel” or “fine dining” can be expensive, especially in competitive markets.

• Requires Expertise: To get maximum ROI, campaigns must be carefully structured, with proper keyword research, ad copy, and bidding strategies.

ROI Insight: Google Ads often delivers a higher direct booking rate due to targeting users ready to take action. For restaurants, this translates to table reservations; for hotels, room bookings.

Facebook Ads vs Google Ads: Which Brings Better ROI?

The truth is, the best ROI depends on your hospitality business goals.

Feature	Facebook Ads	Google Ads
Audience Intent	Low (browsing, awareness)	High (actively searching)
Cost per Click	Generally lower	Can be higher in competitive areas
Best For	Brand awareness, events, retargeting	Direct bookings, high-intent searches
Visual Impact	High	Moderate (mostly text)
Tracking ROI	Moderate (requires pixel & tracking)	High (conversion tracking is straightforward)

Key Takeaway:

• If your goal is awareness and engagement, Facebook Ads is ideal.

• If your goal is direct bookings and immediate conversions, Google Ads typically provides a better ROI.

• For maximum impact, combine both platforms: use Facebook Ads to nurture and engage your audience, then retarget them on Google Ads when they are ready to book.

Do’s and Don’ts for Hospitality Ads

Facebook Ads Do’s and Don’ts

Do:

• Use high-quality visuals of your hotel rooms or dishes

• Target custom audiences based on interests and past visitors

• Run seasonal campaigns and promotions

Don’t:

• Overload users with repetitive ads

• Ignore mobile optimization (most users browse Facebook on mobile)

Google Ads Do’s and Don’ts

Do:

• Focus on high-intent keywords (e.g., “book boutique hotel Melbourne”)

• Use ad extensions for location, call, and promotions

• Optimize landing pages for conversions

Don’t:

• Use broad keywords that waste budget

• Ignore negative keywords to filter irrelevant clicks

Conclusion: Maximize ROI for Hotels and Restaurants

Both Facebook Ads and Google Ads offer unique advantages for hospitality businesses. Facebook Ads excels at engagement and awareness, while Google Ads drives direct bookings and measurable conversions.

The smartest strategy for hotels and restaurants is a combined approach:

• Use Facebook Ads to showcase your brand, promote seasonal offers, and retarget past visitors.

• Use Google Ads to capture high-intent search traffic and secure direct bookings.

With a well-planned advertising strategy, hospitality businesses can maximize ROI, increase bookings, and grow brand loyalty in today’s competitive market.

Partnering with an experienced hospitality marketing agency in Melbourne ensures your Facebook Ads and Google Ads strategy is optimised for bookings, visibility, and long-term growth.