Google Tests Its Hotel Finder As A New Comparison Ad Atop Search Results

Hotel industry, you’re on notice: Google appears to be running a test that places its own Google Hotel Finder at the top of very competitive, hotel-related queries.

Search Engine Land reader Alex, who works in the hospitality industry, tipped us to this development and at least one of our SEL editors was able to replicate it on a search for “las vegas hotels.”


The Hotel Finder ad is listed as a “comparison ad” and is separated very slightly from the regular AdWords listings below it. It occupies premium space at the top of Google’s search results and pushes hotel ads and organic listings further down the page. The comparison ad invites searchers to select a hotel quality level and click a “Book hotels” button. It’s quite similar to the mortgage comparison ads that Google launched in late 2009. Comparison ads are now also available for credit cards, checking accounts, savings accounts and CDs (the money kind, not music).

Clicking on the Hotel Finder comparison ad leads the searcher to the Google Hotel Finder, an experiment that Google launched in July.


The Hotel Finder is a somewhat innovative hotel search tool that mainly separates itself from some other sites by letting users draw shapes on a map to indicate where they’re looking for a place to stay. From the Hotel Finder, searchers can book hotel rooms directly via Google’s Hotel Price Ads — an ad program that seems to mainly consist of third-party advertisers, not hotels themselves.

I won’t claim to speak for anyone in hospitality businesses, but as our tipster Alex said, “this is huge for the hotel industry.” These Hotel Finder ads, if and when they become more than a test, would be the first that aren’t related to the financial industry.

Related Topics: Channel: SEM | Google: AdWords | Google: Other | Google: Other Ads | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide