Google Marketing Live 2025: Key takeaways from the GCommerce team

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May 26, 2025 by

Every year, the marketing industry eagerly awaits Google Marketing Live, Google’s annual event to showcase what’s new in the world of Google advertising. It always blows our mind exactly how many (30 this year!) product innovations are announced. While last year’s theme weighed heavily on AI, this year built on that theme with an emphasis on the evolution towards AI agents, poised to automate and assist beyond just generative AI search. Our team is excited to test everything that is rolling out, and we look forward to seeing how these innovations equate to better advertising success for our hotel clients. 

Discover our key takeaways from Google Marketing Live 2025 below.

By Patrick Buckner, Search Marketing Supervisor

Greater control is coming to PMAX

Google announced that advanced reporting will be available in PMAX campaigns, which will allow advertisers to break down performance by channel. This will allow not only greater reporting, but also provide new opportunities related to previously unknown keywords. Enhanced reporting will allow hotels who may have previously been uncomfortable with PMAX’s lack of transparency to test PMAX campaigns and truly understand the impacts.

By Alex Scharpf, Search Marketing Supervisor

Search is now a guiding hand

The future of search extends far beyond objective information. With the rise of generative AI results and expanding integrations for shopping, brand partnerships, and more, the purpose of search is shifting away from fact-finding. People are refocusing their research, moving away from a list of options to prioritize others’ opinions and get help with planning. By predicting what users want before they explicitly ask for it, search now reaches into idea generation, guiding the research process and influencing user behavior.

By Jaylene Van Lin, Marketing Strategist

Guest privacy and performance can work together

Google is putting a big focus on first-party data this year. For hotels, that means the information you collect directly from guests through bookings, email signups, or loyalty programs is more valuable than ever. It lets you create personalized marketing that actually matters, like sending special offers to returning guests or promoting weekday stays to local travelers.

To help with privacy, Google also updated Consent Mode. This tool makes sure you stay compliant with data regulations while still getting insights into how your ads are performing. Even if someone opts out of tracking, you can still understand how your campaigns are doing using modeled data.

Put simply, the more you build your own data and manage it with care, the better your marketing will perform. It is about being smart and respectful at the same time.


By Maddie Holifeild, Marketing Strategist

New AI tools supercharge marketing creativity & personalization

At this year’s event, one of the standout themes was how Google AI is revolutionizing ad creativity, especially through some new powerful innovations. Some of these new innovations - including text generation, image creation, and brand voice customization - open the door to more personalized, visually engaging campaigns that resonate with travelers. 

With AI-generated headlines and descriptions now being optimized for performance, marketers within the hotel space can test messaging that captures seasonal offers, local events, or unique property features. The new image generation tools let marketers create compelling, on-brand visuals (like a dreamy beachfront scene or a cozy ski retreat) even when assets are limited. And by training Google AI on a hotel’s specific brand voice, the outcome feels consistent and authentic. 

Together, these new tools allow hospitality brands to achieve personalized storytelling and create a tailored ad experience that attracts and converts the right guests at the right time.

By Meaghan Reynolds, Marketing Strategist

Immersive AI ads transform hotel marketing

At Google Marketing Live 2025, Google unveiled AI-powered, interactive ads within AI Overviews and AI Mode, transforming how hotels can engage with travelers. These ads now appear naturally within conversational search results, offering personalized recommendations, booking links, and the ability to reach users earlier in their planning journey.

What makes this especially impactful for hospitality is the introduction of immersive formats like 3D visuals, virtual tours, and interactive elements that would allow guests to preview rooms or amenities directly in the ad experience. Combined with enhanced Performance Max tools and AI-generated creative, this marks a new era of dynamic, visually rich campaigns that drive deeper engagement and more direct bookings.

By Alex Horrocks, Search Marketing Strategist

Google Search will start to empower a more AI-centric approach

At this year’s Google Marketing Live, a key theme was clear: Google Search is evolving from a traditional keyword-based engine into an AI-powered journey guide. With the introduction of features like AI Overviews and AI Mode, Google is now focused on understanding and supporting a user’s entire decision-making journey—from the moment of curiosity to the point of conversion. For example, a search for “things to do near me” might now return not only a curated list of attractions but personalized recommendations based on prior behavior, eventually leading the user down a path to book a hotel—all within a single AI-generated experience. This marks a major shift in how brands appear and engage within the search results page.

For hoteliers and travel marketers, this means content must no longer just rank—it must resonate throughout the guest journey. As Google connects the dots between user intent, hospitality brands will need to focus on providing rich, experience-based content. This includes building out pages or blog posts on local attractions, seasonal events, or travel tips—anything that can naturally feed into both early-stage inspiration and final booking decisions. Hotels that position themselves as part of a broader travel solution, rather than just a place to stay, stand to benefit the most in this AI-forward search landscape.

By Kaylin Long, Search Marketing Specialist

Quality landing pages designed for user experience are more important than ever

With the announcement of ads in Google’s AI Overviews, the landing page your ad leads to is of the utmost importance. Google shows ads more frequently that lead to a landing page that is likely to convert. Having a well-designed landing page focused on user experience will result in your ads earning more impression share and being shown as a top result in Google’s AI Overviews. Plus, you’ll see more conversions and keep people on your site longer.

By Jasmine McLamb, Marketing Specialist

AI Max for search campaigns: one-click enhancement for keywordless targeting

This approach takes the guesswork out of search targeting by using existing ads and landing pages to figure out what you offer and when it makes sense to show your ad. Instead of focusing on exact keywords, it looks at the intent behind searches to deliver more personalized results. It still allows for clear reporting (like which headlines and landing pages were shown), and brands are seeing up to 27% more conversions. It can be activated with a simple click. This kind of intent-based targeting is especially useful for hotels, since it can pick up on broader or less direct searches like “best places to stay near the airport,” “weekend getaway ideas,” or even “hotels with a pool.” It helps your ad show up when travelers are looking for travel destinations, even if they’re not typing exact keywords.

By Alexandra Thomas, Search Marketing Specialist

Google is leaning into video with powerful new ways to run video ads across search and shopping

Shoppers are showing up with broad searches: 75% of shopping queries are broad, signaling that people are in exploration mode. Whether they’re planning summer getaways or searching for the perfect weekend bag, marketers can meet shoppers in key moments of their shopping journey. Google is leaning into video more than ever, with new ways to run video ads across Search and Shopping. YouTube is a dynamic storefront, with Shorts becoming a major discovery channel for new brands. New prospecting tools let marketers find fresh audiences while easily excluding people that already searched for their brand. Combining rich video content with smarter audience targeting is the new way forward for winning the shopper.

By Naomi Georges, Search Marketing Specialist

AI video can be used as an affordable way to reach YouTube audiences

Google’s AI video tools make it easier than ever for advertisers to create and scale video campaigns. Even without a big production budget, brands can turn existing content into eye-catching video ads. The real power comes from AI’s ability to target the right audience, test different ad versions, and optimize performance in real time, helping you get better results with less guesswork. It’s a smart way to reach customers across YouTube and Google’s network without doing all the heavy lifting yourself.

By Sophie Hardina, Marketing Specialist

AI overviews are changing the way travelers search

AI is reshaping the way people search and book travel. With tools like AI Overviews becoming more prominent, users are often finding the answers they need directly in search results, which means fewer clicks to hotel websites and more importance placed on showing up in those AI-generated answers. For our hotel clients, this means we need to focus on creating clear, compelling content that’s easy for AI to surface, invest in high-quality visuals, and lean into Performance Max campaigns to stay visible across all of Google’s channels.

By Cassidy Tiedermann, Marketing Specialist

What Google Marketing Live 2025 tells us about what’s next

AI serves as both a creative and strategic partner, allowing marketers to scale successful strategies more rapidly. The evolution of search towards visual and conversational formats is reshaping our understanding of intent and discoverability. Innovations in retail and eCommerce are simplifying the customer journey through intuitive new methods.

In the world of performance-driven digital marketing for the hospitality industry, it’s inspiring to see how quickly our tools and strategies are evolving to meet the demands of a dynamic, AI-powered landscape. My key takeaway: Innovation is no longer optional—it’s essential to delivering better results every day.

By Erin Fischer, Director of Marketing

AI Mode brings in highly personalized ads to users

The introduction of Google's AI Mode promises to drive a highly engaging search experience that is even more personalized than ever before. Incorporating your past search history and optional data from other Google apps like Gmail (with permission) with your searched query, AI Mode aims to bring you not only the answers you were seeking, but also data for follow-up questions and searches, along with customized ads.

What could this mean for hoteliers? As an example, if a user were to search for “things to do” in a particular area of interest, AI Mode might take current hotel or flight reservation data from their Gmail and suggest restaurants and attractions near their hotel stay. AI Mode would also take your past search history into account to prioritize results. If you have previously searched for restaurants with patios before, your results might deliver similar restaurants with patios near your hotel. The ability to easily deliver highly customized results could help further the online user experience when it comes to trip planning.

#OverIt: Why hashtags aren’t what they used to be

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May 20, 2025 by

We’ve all seen those social media posts crammed with every hashtag under the sun, desperately trying to get noticed. But do hashtags actually work anymore? 

Once a staple of social media strategy, hashtags have lost much of their former power. Instagram no longer allows users to follow hashtags, TikTok’s algorithm prioritizes user behavior over metadata, and most platforms are moving toward AI-driven content discovery rather than hashtag reliance. 

So what’s actually moving the needle now?

What matters more than hashtags in 2025?

  • Strong hooks: If your content doesn’t grab attention immediately, no hashtag will save it.
  • Engagement-driven content: Comments, shares, and saves hold more weight than a trending hashtag.
  • Algorithmic recommendations: Social platforms now surface content based on user preferences and interactions, not just hashtag metadata.

How to use hashtags in 2025

While hashtags can still serve a purpose, overusing them can make your social media posts look cluttered and unprofessional.

  • Messy captions: A wall of hashtags can overwhelm your message and distract from the actual content.
  • Spammy appearance: Excessive or irrelevant hashtags can make your brand seem desperate for attention rather than engaging organically.
  • Diminishing returns: Algorithms now prioritize valuable content over metadata, so stuffing posts with hashtags will not necessarily improve reach.

Should you ditch hashtags completely?

Not necessarily. While hashtags no longer guarantee reach, they still serve a purpose in niche targeting and paid media. Here’s how to use hashtags effectively:

  • Be strategic: Use niche, relevant hashtags to connect with specific communities rather than broad, generic ones.
  • Campaign-specific tags: Create unique hashtags for paid campaigns to track engagement and build a community.
  • Platform-specific approach: Adapt your strategy based on where you are posting. LinkedIn still benefits from hashtags, while Instagram relies more on SEO-friendly captions.
  • Quality over quantity: Stuffing posts with hashtags can look spammy. Stick to three to five well-chosen ones.

The future of social discovery

With AI-driven recommendations and keyword-focused searches, hashtags have shifted from being essential to optional. Instead of relying on them, focus on creating valuable, engaging content that naturally attracts attention.

Bottom line? In 2025, hashtags are no longer the key to social media success. They are just one small piece of the puzzle. Prioritize compelling content, audience engagement, and smart keyword usage to stay ahead.

Need a refreshed social media strategy? Let’s talk. Contact GCommerce Solutions today.

Summer travel trends 2025: Road trips, family time, and why closer is better

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May 13, 2025 by

This summer, travelers are skipping the airport hustle and hitting the road instead. And honestly, we get it. With flexibility, affordability, and the freedom to explore on your own schedule, road trips are making a serious comeback in 2025. Hotels and resorts have a big opportunity to lean into this trend.

Discover how your property can leverage these 2025 summer travel trends.

Road trips are having a moment

Air travel is not going anywhere, but it is not winning any popularity contests either. Between high prices and unpredictable delays, more people are choosing to drive. Families are especially planning relaxed, personal trips where the journey is just as meaningful as the destination.

Local travel is the new luxury

Travelers are realizing they do not need to go far to feel refreshed. No-passport vacations are trending, and guests are exploring nearby towns, mountain hideaways, and unexpected gems just a short drive away. Staycations are trending, too, as travelers look for ways to recharge close to home. For hotels, that means putting extra focus on your drive market audience.

This is the season to launch campaigns that speak directly to locals and nearby guests. Think messaging like your next stay is closer than you think, or plan a getaway without going far. These are the kinds of ideas that make spontaneous bookings feel easy and attainable.

It is all about family vibes

Summer break is prime time for multigenerational travel. With kids out of school and everyone craving more quality time, families are choosing slower trips where they can really reconnect. Think campfires, ice cream, and long conversations under the stars. Those small but unforgettable moments matter.

How hotels can tap into the trends

Refresh your look for summer
Give your website and social platforms a summer glow-up. Highlight poolside scenes, shady patios, and anything that feels bright, breezy, and inviting.

Speak to the drive market
Use regional targeting in ads and email. Highlight ease of access, last-minute booking perks, and pet-friendly stays. Make it easy for nearby guests to say yes to a quick trip.

Seasonal menus matter
Light, refreshing options like smoothies, chilled drinks, and fresh local bites go a long way in helping guests feel cared for on a warm day.

Lean into nostalgia
Road trips bring out the sentimental side in all of us. Craft campaigns around memory-making, spontaneous detours, and the joy of unplugging together.

The bottom line

In 2025, guests are not just looking for a place to stay. They are looking for moments that feel meaningful and easy to reach. Hotels that create space for connection and comfort, and that speak to the power of a local adventure, will be right where travelers want to be. 

Need a refreshed social media strategy? Let’s talk. Contact GCommerce Solutions today.

Google hotel ads’ sunsets commission-based bidding, now what?

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April 22, 2025 by

On February 20th, Google officially sunset its commission-based bidding strategy for Google Hotel Ads, leaving properties across the globe faced with the difficult decision of whether or not to fund their own Google Hotel Ads program or go dark and let the OTAs gobble up revenue share. What if there were a better option?

Our team dives into what hoteliers can do now that this bidding model is no longer available. Learn what this means for your property below. 

Shift from commission-based to PPC models

Previously, Google Hotel Ads operated on a commission-based framework, allowing hotels to pay a percentage of bookings generated through the platform. This model was advantageous for independent hotels with limited marketing budgets, as costs were directly tied to actual bookings.

However, Google's move to a PPC model means hotels running these campaigns via Google now incur costs based on ad clicks, regardless of whether these clicks convert into bookings. This shift necessitates a more strategic approach to bidding and budget management, as ineffective campaigns can lead to increased expenses without guaranteed returns.

What to do if your property lost its commission-based hotel ads model

If your hotel recently lost the ability to utilize a pay-per-stay commission-based hotel ads campaign model, there are still options you can consider. 

Option 1. Shift to budget and CPC based hotel ad campaign management

One option is shifting towards a media spend and cost-per-click campaign strategy. With this option, hoteliers are now left to fund and their campaign media budgets and shift to a cost-per-click bid strategy. This shift demands a more sophisticated and data-driven approach to ensure marketing spend translates into actual bookings. Compared to commission-based hotel ads campaign models, this option translates into more risk of spending on clicks that don’t convert if not managed properly.

Option 2: Continue to run a pay-per-stay commission model

Despite Google’s policy change, there is still an option for independent hotels looking for a hotel ads commission-based model approach. Metadesk still offers a pay-per-stay commission model, which means hotels can avoid the risks associated with PPC spending. Metadesk takes care of all the startup costs, media spend, and campaign management, ensuring that hoteliers only pay a variable commission based on actualized revenue.

For those looking for a more cost-effective solution, Metadesk’s pay-per-stay model – Metadesk Pro – offers a smart alternative that aligns marketing expenses directly with bookings.

Google's shift to a PPC model in hotel advertising presents both challenges and opportunities. Independent hotels must proactively adjust their marketing strategies to effectively navigate this new landscape. 

Hoteliers can mitigate risks by adopting targeted bidding strategies, diversifying distribution channels, and enhancing direct booking capabilities and continue to thrive in an increasingly competitive environment. Solutions like Metadesk Pro provide a viable alternative for those seeking a commission-based approach, keeping marketing costs aligned with revenue.

The good news – A CPA model is still available

Regardless of which option you choose moving forward, Metadesk can help. Ready to take action on a commission-based or pay-per-stay model? Contact the hotel metasearch management experts.

How to respond to Google reviews

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April 7, 2025 by

Responding to Google reviews is a critical part of any effective strategy for Local Search Engine Optimization (Local SEO). The way you respond to reviews can impact your hotel’s visibility, affect your credibility among potential guests, and even influence bookings. Here are a few tips for responding to Google reviews to ensure that your Local SEO is as effective as possible.

Respond to all reviews, both positive and negative

This shows that your hotel is engaged with your guests and takes feedback seriously. This can also improve brand loyalty, as it allows guests to form a more personal connection with your hotel.

On Google Business Profile, hotel listings with a high percentage of review responses are also more likely to be shown in search results.

If your hotel does not have the time to reply to reviews, companies such as our partner Widewail can assist with the workload by responding on your hotel’s behalf.

Respond within 2 weeks of the review being posted

1 week is even better, and within a few days is best. If your hotel can keep this pace consistently, it shows potential guests that you put effort and thought into every aspect of the guest experience.

Timely replies to reviews can also have a positive effect on Google Business Profile visibility.

For negative reviews, make sure to include a potential solution

Even if you contact a guest privately about a negative review, it is a good idea to mention this in your public reply as well. For example, you can respond with “Hello Guest Name, we will be reaching out about your experience.” This shows potential future guests that you care about the guest experience, and reduces the perceived risk of staying at your hotel for the first time.

Do not try to remove negative reviews

If a review counts as spam or otherwise breaks platform guidelines, it’s a good idea to remove it. However, leaving genuine negative reviews on your Google Business Profile provides a more accurate representation of your hotel, and creates trust with potential guests who may be suspicious of an overly positive response.

Leaving negative reviews visible also gives your hotel a chance to flex your problem-solving and customer service skills, with thoughtfully crafted replies.

Remove illegitimate positive reviews

If a positive review counts as spam or otherwise breaks platform guidelines, you should try to remove it. This creates a more accurate representation of your hotel, and creates trust with potential guests who may be suspicious of spammy positive reviews.

Listen to your guests

If a particular theme continues to reappear in negative reviews, take this feedback seriously and consider addressing the root of the problem. This will improve the guest experience, leading to more repeat guests and fewer negative reviews in the future. 

In summary

Responding to Google reviews can improve both your hotel’s visibility and your relationship with guests. If you respond to reviews with honesty and maintain an authentic presence on your Google Business Profile, this will positively impact your hotel in both the present and future. 


If you want to learn more about responding to Google reviews or improving your Local SEO strategy, don’t hesitate to reach out.

Celebrating Women's Leadership: Insights from the female leaders at GCommerce Solutions

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March 24, 2025 by

One of our favorite months every year, Women’s History Month, gives us a chance to pause and consider all the amazing contributions women make throughout the world, especially here, every day at GCommerce. This year, we’ve interviewed the current female leadership team members to get their real-life journeys and advice for other women navigating their own career journeys.

Discover how each of our current female leadership team members arrived in their current roles - from their most pivotal moments to challenges and milestones. We think you’ll walk away feeling inspired and empowered, knowing that everyone’s path is different and that you have the power and capability to forge your own path.

To celebrate Women’s History Month, we want you to hear from some GCommerce leaders.

Each leader of the GCommerce team will be answering the following questions:

  • What are some challenges you believe are unique to women in leadership roles within the digital marketing industry?
  • Can you share strategies or personal experiences that have helped you overcome these challenges and thrive in your leadership role?
  • What are some of the most significant achievements and milestones you've reached at GCommerce Solutions?
  • What practical advice would you offer to women who aspire to take on leadership roles in digital marketing?

Meet the female leaders of GCommerce Solutions 

Click on the links below to see what each leader had to say.

Lindley Cotton, President

Lindley Cotton, President

"You don’t have to know everything. Try to approach every situation with curiosity and an open mind. Many women struggle with imposter syndrome (myself included), and you just have to remember that being a leader isn’t about being all-knowing. You should be actively seeking out opportunities to grow and learn every day, which will help you become a more emphatic and well-rounded leader in the future.

Also, seek out mentors. I’ve had several over the years all of which helped me grow different skill sets. A lot of times, you naturally find mentors, but don’t be afraid to speak up and ask someone to help coach you if you know they have expertise in an area that you’re looking to grow."

Read more here
Lisa McGivney, Vice President of Marketing

Lisa McGivney, Vice President of Marketing

"Take on challenges you don’t think you’re ready for or know how to do. Trust in yourself that you have the ability to figure it out and work hard to achieve it. In the words of Phish, it’s “time to put your wingsuit on.”

Once you realize everyone is out here just “winging it” you’ll realize you’re more qualified and deserving than you think. Then, once you get there - remember to advocate for yourself and others along the way."

Read more here
Kara Lange, Vice President of Business Development

Kara Lange, Vice President of Business Development

"Transitioning from an individual contributor to a leadership role can be challenging, but my biggest advice is to seek out opportunities beyond your core responsibilities. Volunteer for projects, take initiative in cross-functional collaboration and develop a strategic mindset beyond your day-to-day role.

Finding a mentor is also invaluable—whether it’s your boss or another senior leader, learning from someone who has navigated leadership can provide critical insights."

Read more here
Erin Fischer, Director of Marketing

Erin Fischer, Director of Marketing

"Dream big and vocalize those dreams to anyone who will listen, and then dive in head first. I say all the time that you don’t know what you’re capable of until you are put into the position to do something big. Take any negative or difficult situation and turn it into an opportunity to prove yourself and grow. Be a team player, but speak up for yourself and others.

Challenge everything, but also understand that it’s okay to sit back and give yourself a break too. Find your community and the people who are going to support you."

Read more here
Abby Rosenberger, Director of Account Services

Abby Rosenberger, Director of Account Services

"Pursue your passion rather than simply chasing a paycheck. True success comes from doing work that excites and motivates you every day. When you are genuinely passionate about what you do, that enthusiasm becomes evident in your creativity, decision-making, and leadership. It fuels your drive to continuously learn, innovate, and push boundaries.

Passion not only leads to personal fulfillment but also inspires those around you, helping to shape a meaningful and impactful career. When you love what you do, success naturally follows."

Read more here

Women's History Month serves as a vital reminder to celebrate these achievements while continuing the push for gender equality in the workplace. It is a time to honor the contributions of women who are shaping industries, breaking barriers, and inspiring positive change.

As we reflect on these stories, let’s reaffirm our commitment to supporting and uplifting women in leadership. Their voices, ideas, and expertise are crucial in shaping the future of digital marketing and beyond. Together, we can foster an environment where every woman has the opportunity to thrive and lead.

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