What key metrics should I focus on to optimize Google Ads campaigns?What question is your article answering?
The most important metrics for hotel campaign performance
Not all metrics are equally important. Here are the ones that actually tell you whether your campaigns are working.
Primary metrics
| Metric | What it means | Good sign |
|---|---|---|
| ROAS | Revenue generated per €1 spent | Above 8x for hotels |
| Revenue | Total booking value attributed to Ads | Growing month-over-month |
| Conversions | Number of bookings from Ads clicks | Consistent or growing |
| Cost per Conversion | Average ad spend per booking | Decreasing over time |
Secondary metrics (context, not primary KPIs)
- CTR (Click-Through Rate) — useful for creative quality, not profitability
- Impressions — visibility, but not a performance signal
- CPC (Cost per Click) — only meaningful alongside conversion rate
What Userguest focuses on
We optimise primarily for ROAS and revenue. A lower spend with high ROAS is better than high impressions with low conversion.