Home > Blog > PPC & Google Ads
Google Ads for Riads: A Complete Keyword Strategy & Setup Guide
By Urunk PPC Specialist Team | September 10, 2026 | 9 min read
Master Google Ads keyword research for Moroccan riads and boutique hotels. Match types, negative keyword lists, landing pages, and bidding strategies.
Strategic Overview: To achieve an optimal Return on Ad Spend (ROAS) on Google Ads for a Moroccan riad or hotel, divide your campaign structure into Brand Protection, Hyper-Local Category Keywords, and Negative Keyword Exclusions.
Without a structured keyword strategy, ad budgets get wasted on broad, low-intent terms. Here is how to build high-converting search campaigns for Moroccan hospitality.
1. Brand Defense First
OTAs routinely bid on your exact hotel name. Bidding on your own brand name secures position #1 for pennies per click, stopping OTAs from capturing your direct guests.
2. High-Intent Destination Terms & Negative Keywords
Target terms like "luxury riad marrakech medina pool" while excluding non-booking terms like "jobs, weather, flights, cheap".
Explore our dedicated Google Ads Management Service or learn about TripAdvisor Ads vs. Google Ads.
Key Metrics & Benchmarks
A performance comparison between industry average hospitality channels dependent on third-party OTAs versus optimized Urunk client channels: