Hotel Ads adds region, city and postal-code targeting

What changed

Google's location-targeting guidance explicitly permits Hotel Ads campaigns to include or exclude areas inside a country, with regions, states, cities and postal codes listed as examples where supported. It also explicitly rules out radius targeting for Hotel Ads. PPC News Feed's article identifies Hana Kobzová as the person who spotted the guidance change, which is the basis for retaining her discovery credit.

This is a change in the geographic controls described for hotel campaigns, rather than evidence that every geographic unit is offered in every country. The country qualifier is important when planning a structure: a city available in one market does not establish that all postal codes elsewhere can be selected. The general help article also contains examples for other advertising formats, including radius-based use of location assets. Those examples should not override the Hotel Ads restriction stated at the top of the page.

A useful advertiser application is to examine origin markets for guests before changing campaign boundaries. For a destination hotel, the town containing the property may be less useful for acquisition than a city from which guests travel. That is a planning hypothesis to test against the hotel's own booking data. More geographic detail creates options, but splitting a campaign into many small areas can make performance harder to interpret if each area has little booking volume.

Why it matters for advertisers

The practical benefit is the ability to make more specific inclusion and exclusion decisions for supported feeder markets. It is not a reason to rebuild an account immediately. Establish whether geographic differences are meaningful after allowing for seasonality, booking lead time and the value of stays, then decide whether a separate budget or exclusion answers a real business need.