Breakdown: Instagram vs Google Ads

Today, we're going to answer the holy grail of short term rental advertising questions:

"Which is better, Instagram (Meta) Ads or Google Ads?"

I used to ask myself this a lot. Usually leading to:

• Over analyzing ad platforms.

• Wasting time.

• Making zero progress.

I've been running ads on both these platforms for years. In this article I will pick apart the two things that make each platform unique:

1. Design

2. Targeting

At the end I will give you my unsolicited opinion.

Let's dive in!

Design:

Google Ads let's you spice up your website to make it pop for searchers. You can customize:

• Headlines

• Descriptions

• Website URL

• Image preview

Search ads have a one size fits all design leaving little room for creative advantage.

Instagram Ads are very design heavy. They act like movie trailers for the full experience of a stay.

You have to make that movie trailer.

The main design elements of a Instagram Ad are:

• Headlines

• Descriptions

• Creative (video or photo)

For both Google and Instagram ads, I am always sprint testing different variations of these design elements.

Targeting:

Google Search Ads are catering ads. You pay to place an ad in a spot where people are already searching for you.

You essentially bet on the future search behavior of your guests.

This is done using keywords. I use Google Keyword Planner to find the terms guests use to search for stays like mine.

Once I've found 20-25 keywords, I upload them to my ads.

This tells Google I want my ad to appear when someone uses those terms.

Even though it's a bet, it's an easy bet in the short term rental space. People typically use only a few keywords to find rentals.

Instagram Ads are interruptor ads. You pay to interrupt people online whether they're thinking about you at that moment or not.

Instagram Ads lets us target people based on their past behavior. For example we can target people:

• Who frequently travel

• Like Airbnb

• Live in Minneapolis

Way more specific.

Note: Google does have detailed targeting features like Instagram. However, getting the keyword research part right is the most important.

Goals:

The goals for both Instagram and Google ads are the same.

Bookings.

Here are some stats I have from running campaigns on both:

• I get more clicks from Instagram.

• More people see my ads on Instagram.

• I see more conversions come from Google.

• Instagram Ads give viewers an option to follow you on the social platforms which can lead to later bookings. Google Ads doesn't offer any micro goal opportunities.

Can They Work Together?

Instagram Ads do really well at sparking the desire to book.

From there, a guest might follow you, see a couple posts and then one night look you up on Google.

Google Ads make it really easy for those guests to find you.

It's a "rising tide lifts all boats" situation.

If you can nail the design and targeting for both platforms, I've seen them work together and multiply the returns.

So, should you use Google or Instagram ads? 

I say both.

That's all for today. I'll see you in the next article.

P.S. Writing this from a van in the Arizona desert. Trying a thing.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running Lodge Social.

Our marketing team will help you get more guests to like, share and book.

Work with me and my team here.

Links you might like:

1. How This Content Strategy Led to 21M Views and 68% Revenue Growth (The Unique Stays Guy)

2. Email marketing 101 for rental operators (LinkedIn)

3. How marketing shapes traveler choices (Wander)

4. The best direct booking website option in 2025 (The Lodge Social)