Turning Irrelevant Hotel Enquiries into High-Intent Bookings Through Google Ads
The Client
Ivory Stays – Hotels in Gurgaon/Gurugram
Industry
Hospitality / Hotels
Primary Channel
Google Ads
Monthly Ad Spend
₹60,000–₹70,000
Key Objective
Generate high-intent calls and hotel bookings instead of irrelevant enquiries.
1. The Challenge
When Ivory Stays approached us in April 2026, their biggest problem wasn’t simply the number of leads they were receiving.
The real problem was lead quality.
They were already running Google Ads through another setup, but the enquiries coming in were often irrelevant. The hotel team was spending time handling enquiries that had little or no booking intent.
The client was very clear:
“We don’t want irrelevant leads. We want genuine customers who are actually looking to book a hotel.”
After getting access to the account, we started with a complete audit instead of immediately increasing the budget.
What we found was that the problem was not just one thing. There were multiple issues across the campaign structure, search targeting, landing pages and conversion tracking.
Major issues identified:
- A Performance Max campaign was being used despite the client's requirement for highly relevant, direct-search-driven hotel enquiries.
- Search campaigns had broad and irrelevant search terms triggering ads.
- Negative keyword management was not strong enough.
- The existing website was not structured primarily around conversion.
- There were no properly dedicated landing pages for specific hotel locations and search intents.
- The website lacked a strong and clear Call to Action (CTA) sequence.
- The landing-page experience was not sufficiently aligned with the keywords being targeted.
- Conversion tracking needed to be properly structured around actual business actions.
- The campaign needed to distinguish between different types of users and different hotel-location searches.
In short, the account was generating traffic, but it wasn’t generating enough qualified booking intent.
2. Our Approach
Instead of treating Google Ads as simply a traffic-generation platform, we looked at the complete customer journey:
Search → Ad → Landing Page → Call/Enquiry → Booking
Our objective was to make every step more relevant to the user’s search intent.
We didn’t simply increase the advertising budget.
We rebuilt the foundation first.
3. Step 1 – Complete Google Ads Account Audit
The first step was a detailed audit of the existing Google Ads account.
We reviewed:
- Campaign structure
- Search terms
- Keywords
- Match types
- Negative keywords
- Ad groups
- Ad relevance
- Search intent
- Landing pages
- Conversion actions
- Existing bidding strategy
- Geographic targeting
- User intent
- Call-related conversions
One of the biggest observations was that the account was not sufficiently focused on high-intent hotel searches.
For a hotel business, someone searching for:
“hotel in sector 57 Gurgaon”
has a very different intent from someone searching for:
“hotel photos” or“hotel jobs in Gurgaon.”
The campaign needed to understand this difference.
4. Step 2 – Moving Away From Irrelevant Campaign Dependency
The previous setup relied on Performance Max even though the immediate business requirement was to generate high-intent search enquiries and calls.
For Ivory Stays, we wanted much more control over:
- What keywords triggered the ads
- Which searches were excluded
- Which locations were targeted
- Which landing page users reached
- Which ad copy they saw
- Which actions were counted as conversions
Therefore, we focused heavily on a Search-led strategy.
The goal was simple:
Put the hotel in front of users who were actively searching for accommodation in the relevant Gurgaon locations.
5. Step 3 – Keyword Research Based on Real Booking Intent
We conducted keyword research around hotel-related searches and mapped keywords according to location and user intent.
Instead of targeting generic hotel keywords blindly, we created a more location-focused approach.
Examples included searches around:
- Hotels in Sector 57 Gurgaon
- Hotels near Golf Course Road
- Hotels near Artemis Hospital Gurgaon
- Hotels near me
- Hotel accommodation in Gurgaon
- Hotels in specific Gurgaon locations
This allowed us to build campaigns around specific search intent rather than generic traffic.
6. Step 4 – Location-Specific Landing Pages
One of the biggest improvements we made was the landing-page strategy.
The previous website experience was not designed strongly enough around paid-search conversion.
Rather than sending every user to the same generic page, we created dedicated landing pages aligned with different search intents.
Key landing pages included:
Hotel in Sector 57 Gurgaon
https://ivoryleafstays.in/hotel-in-sector-57-gurgaon/
Hotel Near Golf Course Road, Gurgaon
https://ivoryleafstays.in/hotel-near-golf-course-road-gurgaon/
Luxury Hotel Near Artemis Hospital Gurgaon
https://ivoryleafstays.in/luxury-hotel-near-artemis-hospital-gurgaon/
Best Hotel Near You
https://ivoryleafstays.in/book-the-best-hotel-near-you/
The purpose was simple:
Search query → Relevant ad → Relevant landing page
For example, if someone searched for a hotel near Artemis Hospital, they shouldn’t land on a generic hotel page.
They should immediately see content relevant to hotels near Artemis Hospital.
This improves relevance and creates a much clearer path toward enquiry or booking.
7. Step 5 – Improving the Landing-Page Experience
Generating clicks is only half the job.
The user still needs a reason to call or book.
We therefore worked on creating a clearer conversion journey.
The landing pages were structured around:
- Relevant location information
- Hotel details
- Clear booking intent
- Strong calls to action
- Easy access to contact/call options
- Relevant content based on the user's search
- A more logical page sequence
The objective was to remove unnecessary friction.
A person searching for a hotel shouldn’t have to hunt around the website to understand:
- Where is the hotel?
- Why should I stay here?
- How do I contact the hotel?
- How do I book?
We wanted these answers to be immediately visible.
8. Step 6 – Conversion Tracking Setup
Another important part of the project was conversion tracking.
We separated the conversion actions into primary and secondary conversions.
This helped us understand which actions were actually contributing to business results.
Instead of looking only at clicks, we started measuring meaningful user actions such as:
- Calls
- Enquiries
- Booking-related actions
- Other relevant engagement actions
This gave us a much better understanding of actual campaign performance.
9. Step 7 – Multiple Ad Groups Based on Search Intent
We didn’t put every keyword into one large campaign structure.
We created multiple ad groups around different themes and locations.
For example:
Location-Based Intent
Users searching for hotels in specific Gurgaon sectors.
Near-Me Intent
Users actively looking for hotels near their current/search location.
Landmark-Based Intent
Users searching for hotels near important landmarks such as hospitals and business areas.
Hotel-Specific Intent
Users looking for accommodation with clear booking intent.
This allowed the ads and landing pages to remain much more relevant to the user’s search.
10. Step 8 – Aggressive Negative Keyword Management
One of the biggest problems we identified was irrelevant search traffic.
For a hotel campaign, not every search containing the word “hotel” is a potential customer.
We therefore continuously monitored the Search Terms Report and added irrelevant queries to the negative keyword list.
This helped us reduce wasted clicks and protect the advertising budget.
The approach was simple:
If a search isn’t likely to produce a booking, don’t keep paying for it.
Negative keyword optimization became an ongoing part of campaign management rather than a one-time task.
11. Step 9 – Bidding Strategy Based on Data Maturity
We also did not immediately jump into a conversion-focused automated bidding strategy without sufficient conversion data.
At the beginning, the campaign needed to generate reliable traffic and call signals.
Therefore, we initially used Maximize Clicks as part of the testing and data-gathering phase.
The objective was to identify:
- Which searches generated calls
- Which keywords produced quality traffic
- Which locations performed better
- Which ads generated engagement
- Which landing pages generated enquiries
Once sufficient conversion data was available, the strategy could move toward more conversion-focused optimization.
The broader approach was:
Collect data → Identify quality signals → Optimize conversions → Scale profitable traffic
Rather than changing bidding strategies blindly.
12. The Turning Point
The biggest validation came from the client themselves.
After implementing the new campaign structure, landing pages, conversion tracking and negative keyword strategy, the client started receiving much more relevant calls.
Instead of simply asking:
“How many leads did we generate?”
the conversation changed to:
“How many genuine customers are calling and booking?”
That was the result we were looking for.
At one point, the client reported receiving strong booking intent from the calls, including 8 room bookings in a single day.
That was a major signal that the campaign was moving in the right direction.
13. Results
With an average Google Ads spend of approximately:
₹60,000–₹70,000 per month
we consistently focused on generating qualified hotel enquiries and bookings.
Key achievements:
200+ bookings generated from advertising
8 rooms booked in a single day
Improved quality of incoming calls
Reduced irrelevant enquiries
Location-specific landing pages implemented
Primary & secondary conversion tracking implemented
Search campaigns structured around booking intent
Continuous negative keyword optimization
Consistent Google Ads management at ₹60K–₹70K/month
The biggest achievement wasn’t simply the number of bookings.
It was transforming the campaign from a setup that was generating irrelevant enquiries into a system that was capable of consistently bringing high-intent hotel customers.
14. Before vs After
| Area | Before | After |
|---|---|---|
| Campaign Approach | Heavy reliance on Performance Max | Search-led, intent-focused strategy |
| Lead Quality | Irrelevant enquiries | More relevant booking enquiries |
| Search Targeting | Broad/less controlled | Intent & location focused |
| Landing Pages | Generic website experience | Dedicated location-based landing pages |
| Conversion Tracking | Needed restructuring | Primary & secondary conversions |
| Negative Keywords | Insufficient | Continuously optimized |
| Ad Structure | Less segmented | Multiple intent-based ad groups |
| Customer Journey | Less focused | Search → Ad → Landing Page → Call/Booking |
| Monthly Spend | — | ₹60K–₹70K |
| Business Outcome | Poor-quality enquiries | 200+ bookings attributed to advertising |
15. What Actually Made the Difference?
There wasn’t one magic Google Ads setting that transformed the campaign.
The improvement came from fixing the entire acquisition funnel.
1. Better Search Intent
We focused on users who were actually looking for hotels in Gurgaon.
2. Better Keyword Structure
Keywords were organized around specific locations and booking intent.
3. Better Negative Keywords
Irrelevant searches were continuously filtered out.
4. Better Landing Pages
Users were sent to pages relevant to exactly what they searched for.
5. Better Conversion Tracking
We started measuring meaningful actions instead of simply counting clicks.
6. Better Campaign Control
Search campaigns gave us greater control over queries, keywords, ads and locations.
7. Continuous Optimization
The campaign wasn’t set up once and forgotten.
Search terms, keywords, ads, landing pages and conversions were continuously analyzed and optimized.
16. The Bigger Lesson
This campaign reinforced an important lesson about performance marketing:
More leads do not always mean better performance.
A hotel can generate hundreds of enquiries and still struggle to fill rooms if those enquiries are irrelevant.
For Ivory Stays, the objective wasn’t:
“Get us more leads.”
It was:
“Get us people who actually want to book a room.”
That’s why our strategy focused on intent, relevance and conversion quality rather than simply maximizing traffic.
17. Final Outcome
Within the first month, Ivory Stays started seeing a noticeable improvement in the quality of enquiries coming through Google Ads.
The client began receiving genuine calls from people interested in staying at their properties, and those calls started translating into actual room bookings.
Over the course of the engagement, the campaigns consistently generated bookings while operating within an average monthly Google Ads budget of ₹60,000–₹70,000.
The campaign ultimately delivered 200+ bookings from advertising, with the client also reporting a day where 8 rooms were booked from the generated enquiries.
For us, the real success wasn’t just the booking number.
It was solving the original problem:
From irrelevant leads → to relevant calls → to actual hotel bookings.
Client Case Study Summary
The Problem
Ivory Stays was receiving irrelevant enquiries from its existing Google Ads setup and was struggling to generate quality booking intent.
The Solution
We audited the account, restructured the campaign strategy, focused on high-intent Search campaigns, created location-specific landing pages, implemented primary and secondary conversion tracking, structured relevant ad groups and continuously optimized negative keywords.
The Investment
Approximately ₹60,000–₹70,000/month in Google Ads spend.
The Result
200+ bookings generated from advertising, improved call quality, stronger search relevance and a scalable acquisition structure for the hotel business.
The Transformation
Before:
Traffic → Irrelevant enquiries → Wasted sales effort
After:
High-intent search → Relevant ad → Relevant landing page → Quality call → Booking
Our Performance Marketing Approach
At Ivory Stays, we didn’t try to solve a lead-generation problem by simply increasing the advertising budget.
We went one level deeper.
We identified why the wrong people were clicking, why the right people weren’t converting, and where the customer journey was breaking.
Then we rebuilt the campaign around one objective:
Generate customers, not just clicks.
That is what turned Google Ads from a source of irrelevant enquiries into a consistent booking-generation channel for Ivory Stays.
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