How Travel & Hospitality Businesses Can Generate Consistent Leads Using Facebook & Google Ads

The travel and hospitality industry is a world of experiences, emotions, and moments that travelers want to capture and remember. Selling a hotel room, a safari package, or a boutique tour isn’t just about offering a service, it’s about creating memories. This makes marketing for tourism unique, and success comes from meeting potential customers exactly when they are dreaming, planning, or ready to book.

Paid ads on platforms like Facebook, Instagram, and Google give travel brands the opportunity to reach travelers in all stages of their journey. Whether someone is scrolling through Instagram looking for holiday inspiration or Googling “luxury safari lodge Kruger” with the intent to book, paid advertising allows you to be present at the right time with the right message.

In this blog, we will explore why paid ads work so well for tourism, how to use Facebook, Instagram, and Google Ads effectively, and how to optimize campaigns for bookings. Along the way, we’ll share real-life case studies from South African travel brands that saw measurable success, offering actionable strategies you can implement immediately.

1. Why Paid Ads Work So Well for Tourism

Tourism marketing is unlike marketing for other consumer products. When someone buys clothes or electronics online, the decision-making process is often short. Travel, on the other hand, is emotional, aspirational, and usually expensive. Travelers spend time dreaming, researching, and comparing options before making a decision.

Paid ads succeed in tourism because they combine inspiration and intent.

• Inspiration: Social media platforms like Facebook and Instagram allow travelers to visualize the experience. Think sunsets over the Drakensberg, luxury tents on a safari, or wine tasting in the Cape Winelands. Images, videos, and carousel ads aren’t just content, they are moments that travelers want to live.
• Intent: Google Search Ads capture travelers who are actively considering a booking. Someone typing “luxury safari lodge Kruger” is already in the decision-making phase and looking for options to book.

Statistics show that over 60% of travelers use social media for trip inspiration before making a booking. This means that any hotel, lodge, or tour operator not leveraging paid social ads is missing out on a large portion of potential leads.

By using paid ads strategically, travel brands can guide potential customers from dreaming about a trip to taking action and booking.

2. Facebook & Instagram Ads for Travel Brands

Social media is where travelers get inspired. Facebook and Instagram allow travel brands to connect with users during the inspiration phase and guide them toward a booking. However, success requires a strategy beyond posting pretty pictures.

Best Campaign Objectives

The first step in running effective social ads is defining the campaign objective. Your objective will determine the ad type, creative, and targeting. Common objectives include:

1. Awareness: Introduce your property or travel service to new audiences. Perfect for brand building and reaching potential travelers who haven’t interacted with you yet.
2. Consideration: Engage users who are thinking about traveling but haven’t chosen a destination. Lead ads and Trip Consideration campaigns are particularly effective here.
3. Conversions: Target users ready to book or inquire. Ads designed to convert should link to dedicated booking pages or forms.

For example, last-minute booking promotions perform well with Promoted Posts, while email list growth can be driven through Lead Ads integrated with Messenger. Launching a new property or service can leverage Carousel Ads to showcase multiple amenities in a swipe-friendly format.

Creative Formats That Work

• Video Ads: Capture immersive experiences like a safari morning drive, wine tasting, or beach yoga. Videos engage travelers longer than static images and make the experience feel tangible.
• Carousel Ads: Highlight multiple rooms, experiences, or packages in a single ad. Perfect for showing variety and upselling additional services.
• Slideshow Ads: These lightweight video alternatives are great for low-bandwidth areas and mobile users.
• Event Ads: Ideal for promoting seasonal packages, flash deals, or special experiences. They create urgency and help convert users into bookings.

Trip Consideration & Retargeting

Trip Consideration campaigns target travelers who are thinking about travel but haven’t decided on a destination yet. Facebook identifies these users based on their online behavior and interaction with travel-related content. Pairing Trip Consideration with visually compelling ads ensures your property is top-of-mind during the inspiration phase.

Retargeting is equally important. A user may click on a “Safari Package” ad but not book immediately. Follow-up retargeting ads, featuring the same experience or offering an incentive, can help convert them into paying customers.

Case Study: Mhondoro Safari Lodge

Mhondoro Lodge in Limpopo ran Carousel Ads showcasing safari experiences and luxury accommodations. By pairing this with Trip Consideration targeting for adventure travelers aged 30–50 in Johannesburg and Cape Town, they achieved significant results.

• Results:
  • 42% increase in inquiries
  • 25% boost in midweek bookings

The key takeaway: aligning ads with the traveler’s stage in the journey produces measurable results.

For more guidance, check out Averi’s Facebook Ads guide for hospitality & travel.

3. Google Search Ads for Bookings

While social media inspires travelers, Google Ads capture high-intent searches. People searching for specific destinations or lodges are already considering a booking. Google Ads allow you to capture this intent at the exact moment it matters most.

“Near Me” and Intent-Driven Searches

Local searches such as “Cape Town airport transfers” or “Durban beachfront hotel” are increasingly common. These users are looking for convenience, availability, and specific experiences.

High-intent searches such as “luxury safari lodge Kruger” or “Winelands boutique hotel” are likely to convert, especially when paired with optimized landing pages and clear call-to-actions.

Seasonal Keyword Planning

Travel peaks during school holidays, summer breaks, and local festival periods. Planning Google Ads around seasonal keywords ensures your brand appears when demand is highest. Google Keyword Planner is an essential tool for tracking search volumes, forecasting traffic, and optimizing bids.

Case Study: Grootbos Private Nature Reserve

Grootbos Reserve ran Google Ads targeting high-intent searches like “luxury safari lodge Western Cape.” They paired ads with optimized landing pages, designed to capture inquiries and bookings.

• Results:
  • 30% higher booking rate compared to SEO-only campaigns

Lesson learned: Search ads work best when aligned with the intent and supported by a seamless user experience on your website.

4. Budgeting & Scaling Paid Ads Safely

Budgeting is one of the most challenging aspects of paid advertising. Overspending early can drain resources without meaningful results, while underfunding limits reach. The key is to test first, then scale gradually.

Testing Budgets

Start with a small budget, such as $10–20/day, to evaluate performance. Test multiple ad creatives, messaging, and audience segments. This allows you to identify which combinations yield the best results.

Scaling Winners

Once a winning ad set is identified, scale the budget gradually. Use tools like Dynamic Creative to automatically test combinations of images, headlines, and calls-to-action without creating new campaigns manually.

Case Study: Tswalu Kalahari Reserve

Tswalu used a phased approach: they started with test campaigns at around R280 per day for one month. The top-performing ads were then scaled to approximately R2,800 per day, delivering strong returns on investment

• Results:
  • 35% increase in high-value bookings
  • More efficient use of ad spend without wasted budget

5. Common Paid Ads Mistakes to Avoid

Even experienced marketers fall into common traps that reduce campaign effectiveness:

• Sending traffic to the homepage instead of a dedicated landing page. Dedicated pages with clear CTAs improve conversion rates.
• Ignoring Messenger follow-ups, which can lead to missed bookings. Automated responses or chatbots help maintain responsiveness.
• Repeating the same creatives too often, which leads to ad fatigue. Rotate visuals, headlines, and formats to maintain engagement.
• Failing to retarget users based on intent. Retargeting ensures interested travelers remain engaged.
• Measuring success by clicks instead of bookings, inquiries, or revenue. Always align metrics with business goals.

Avoiding these mistakes ensures that your ad spend drives meaningful results rather than vanity metrics.

6. 8 Steps to Run High-Converting Facebook Ads

1. Set Clear Goals: Define whether you want bookings, leads, or awareness.
2. Polish Your Facebook Page: Ensure it is professional, updated, and active.
3. Install Meta Pixel: Track behavior, create Custom Audiences, and retarget effectively.
4. Use Trip Consideration: Reach travelers dreaming about travel before they choose a destination.
5. Match Creative to Ad Format: Use videos, carousels, or Dynamic Creative to fit your objectives.
6. Run Event-Based Promotions: Promote time-bound packages or experiences to create urgency.
7. Sync Ads with Backend Data: Connect pricing, availability, and revenue management systems for real-time optimization.
8. Leverage AI Tools: Platforms like Averi help automate targeting, creative, and retargeting, reducing guesswork and saving time.

7. Real-Life South African Case Studies

Mhondoro Safari Lodge

• Objective: Increase midweek bookings
• Strategy: Carousel ads with Trip Consideration targeting
• Result: 42% increase in inquiries

Grootbos Private Nature Reserve

• Objective: Fill luxury suites
• Strategy: Google Ads targeting high-intent keywords + optimized landing pages
• Result: 30% higher booking rate

Tswalu Kalahari Reserve

• Objective: Test new ad formats
• Strategy: Low-budget test campaigns scaled to top-performing ads
• Result: 35% increase in high-value bookings

Cape Town Boutique Hotel

• Objective: Increase weekend occupancy
• Strategy: Facebook Event ads + Messenger follow-up + retargeting
• Result: 28% higher weekend bookings

These case studies highlight that strategic targeting, retargeting, creative campaigns, and proper tracking are the key drivers of success in tourism paid ads.

Time to hit “Replay” on your travel marketing wins

Travel and hospitality businesses have a golden opportunity to turn inspiration into bookings by using Facebook, Instagram, and Google Ads strategically. Travelers aren’t just looking for rooms, they want unforgettable experiences, memories, and moments they can share. Paid ads work best when they combine aspiration and intent, reaching potential guests while they are dreaming, planning, and ready to book. Social media ads spark desire, while Google Search Ads capture travelers with high purchase intent, creating a seamless path from interest to reservation.

Targeting the right audience is everything. Using tools like Trip Consideration, Meta Pixel tracking, and event-based promotions, travel brands can engage travelers at every stage of their journey. Real-life South African lodges and resorts such as Mhondoro Safari Lodge, Grootbos Private Nature Reserve, and Tswalu Kalahari Reserve demonstrate that campaigns structured around storytelling, rich visuals, and precise targeting can dramatically increase inquiries and confirmed bookings. Even boutique operators can punch above their weight with creativity and smart digital marketing.

Creativity fuels conversion. Travelers respond to ads that show experiences, not just amenities. Video, carousel, and dynamic creative formats perform best when paired with messaging that evokes emotion, highlights unique offerings, and creates a sense of urgency. Event-based ads, Messenger follow-ups, and retargeting help turn casual interest into real reservations, ensuring that no potential guest slips through the cracks.

Data drives smarter decisions. Tracking every click, interaction, and booking through tools like Meta Pixel allows travel brands to measure ROI accurately, identify high-performing campaigns, and scale winners safely. Polishing your Facebook Business Page, syncing ads with real-time booking data, and following up consistently creates a seamless experience for travelers, increasing trust and conversion rates.

Clicks are good, bookings are better. A connected ad strategy that combines inspiration, targeting, creativity, and data turns online traffic into tangible revenue. For travel brands ready to elevate their marketing game, learn more from Averi’s Facebook Ads guide for hospitality & travel and start converting dreams into bookings today.

8. CTA: Start Generating Leads Today

If your goal is to fill rooms and tours consistently, don’t wait. You can start generating leads today:

Phone: +27 67 145 3249Email: Hopewell@mumboleads.comLinkedIn: Mpumelelo MkhizeSchedule a Call: Calendly

For more advanced guidance, check out Averi’s guide to Facebook Ads for hospitality & travel.