AI-Powered Paid Ads Drive 3x Revenue Growth

About Grand Hôtel Lille

Grand Hôtel Lille is a centrally located 3-star hotel in Lille, ideally positioned near the city’s main transport hubs and historic centre. The hotel caters to a mix of business and leisure travellers, offering comfortable accommodation with easy access to key attractions, shopping areas, and corporate districts.

With strong competition in the local market and heavy reliance on OTAs across the city, driving direct bookings through its own channels is a key priority for the hotel.

The Challenge

Like many independent city hotels, Grand Hôtel Lille faced a common issue:

• Paid ads were generating traffic but not consistently converting into bookings

• Campaign performance lacked clear optimisation towards real booking outcomes

• Reliance on external channels made it harder to grow direct bookings sustainably

The hotel needed a way to turn paid acquisition into a reliable and scalable source of direct bookings without adding complexity.

The Solution

For Grand Hôtel Lille, AdsPlus transformed Google Ads from a basic acquisition channel into a reliable driver of direct bookings.

Grand Hôtel Lille implemented AdsPlus to take a more structured and performance-driven approach to Google Ads.

With AdsPlus, campaigns were:

• Automatically structured around high-intent search demand

• Continuously optimised based on booking data, not just clicks

• Managed with a focus on maximising direct bookings, not traffic

This removed the need for manual campaign management while ensuring performance improved over time.

The Results 

Comparison: Before vs After AdsPlus

To understand the impact of AdsPlus, we compared performance from the period prior to implementation with the period following implementation. 

After AdsPlus, performance improved significantly across all key metrics.

• Bookings increased by approximately 3x 

• Revenue increased by approximately 3x

• Return on ad spend improved by more than 4x.

In addition to the uplift, results became far more consistent, with strong performance sustained across multiple months rather than isolated peaks.

This demonstrates how AdsPlus can turn Google Ads into a predictable and high-performing booking channel, even for a single independent hotel.

What Made the Difference

Booking-Focused Optimisation

Unlike traditional setups that optimise for clicks or impressions, AdsPlus focuses on actual bookings, ensuring spend is directed towards what matters most.

Smart Campaign Structure

Campaigns are automatically built to capture high-intent demand, reducing wasted spend and improving conversion rates.

Continuous Performance Improvement

AdsPlus continuously refines targeting and bidding, allowing performance to improve without manual intervention.

Interested in seeing how AdsPlus could help your hotel increase direct bookings and improve ROAS?

Book a demo to explore how AI-powered optimisation can turn paid ads into a scalable booking channel for your property.