Running ads for your properties can feel like flipping a switch and hoping something books. You put some money into Google or Meta, maybe boost a post on Instagram, and wait to see if anything moves.
But here’s the reality: most short-term rental businesses waste money on ads not because the platforms don’t work but because they’re approaching them with the wrong mindset.
Below are three of the most common mistakes we see, and how to fix them if you want your ads to actually drive direct bookings, not just clicks.
Too many ads promote a location or a property, but don’t give the viewer a reason to book now. You might have beautiful photography, strong copy, and even decent targeting but if your ad just says, “Book your next stay in Chamonix”, it’s easy to scroll past.
What’s missing is urgency. Or clarity. Or a hook.
The most successful rental ads are clear about what they’re offering and why it matters. Maybe it’s a winter midweek discount. Maybe it’s a romantic getaway package. Maybe it’s just a warm, direct “book direct and save the 15% OTA fee” angle.
A strong offer isn’t about gimmicks it’s about making someone stop and think, “That’s exactly what I need.”
If your ads aren’t converting, revisit the offer. It’s often the biggest missing piece.
This is one of the most expensive mistakes out there, spending real money on ads and sending the traffic to a homepage or listing page that doesn’t convert.
A lot of rental owners run Meta or Google ads and link people straight to their general booking site. That’s fine if the page is built to convert. But in most cases, these pages are too generic, too slow, or too busy and users drop off before taking action.
Instead, you want to send traffic to a page that matches the ad’s promise. If your ad promotes a winter escape with a discount for direct bookings, the landing page should show that same offer right away. If your ad is targeting couples, the page should reflect that visually and in the copy.
This doesn’t mean you need a full redesign. A simple, focused landing page with a strong headline, compelling visuals, and a clear call to action will beat a general homepage every time.
Yes, we’ve tested it.
Clicks feel good. So do impressions. But neither of those tells you what actually matters - whether your ads are making you money.
A lot of short-term rental businesses don’t have conversion tracking set up at all. They might see traffic coming in from ads, but they don’t know what happens after that. Did the visitor book? Did they bounce? Did they come back three days later and convert? It’s all a black box.
The problem here isn’t the platforms. It’s the missing data.
Both Google and Meta give you the tools to track what matters. Booked revenue, enquiry forms, even email signups. But you have to set it up intentionally. That means defining your goals up front and making sure you’re not just tracking who clicks, but who books.
Because in this space, “almost booked” doesn’t pay the bills.
Running ads doesn’t have to be complicated — but it does have to be focused. The businesses seeing the most success aren’t doing anything magical. They’re just being intentional:
• Clear offer
• Focused landing page
• Real conversion tracking
These aren’t hacks, they’re fundamentals. And when they’re in place even modest ad budgets can produce serious returns. That’s the difference between spending €500/month and wondering if it’s working… or knowing exactly what your €500 is earning you.
We’ve worked with rental businesses who were wasting 80% of their ad budget before we fixed just one of these issues. It’s almost always fixable and almost always worth doing right.
Advertising can absolutely work for short-term rentals but only if you treat it like a channel that requires clarity, not guesswork. If you’re spending money and not seeing results, chances are you’re one tweak away from a much better outcome.
And if you’re not running ads yet? Start small, start fast and start smart.
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