Holiday rental management companies have a specific challenge in paid search that many generalist agencies miss. The person you need to reach is a property owner who is either already running a holiday let and considering outsourcing, or thinking about letting their property for the first time. The ads, keywords, and landing pages need to speak to that person specifically, not to someone searching for accommodation.
The two types of prospect
Owner-operators are already letting their property and are overwhelmed by the workload: guest communications, changeovers, maintenance coordination, pricing optimisation. They want to hand it over. New-to-letting prospects own a property that could be let but have not yet started. They need the case made for professional management from the beginning.
Each type needs different messaging. Owner-operators respond to relief and efficiency. New-to-letting prospects respond to income potential and simplicity. Building separate campaigns or at least separate ad groups for each improves relevance and conversion rate.
Keywords that reach property owners
- 'Holiday let management company [area]'
- 'Short-term let management [city]'
- 'Airbnb management service [destination]'
- 'Holiday rental management [region]'
- 'Who manages holiday lets in [area]'
Why destination targeting matters
Holiday rental management is targeted both by where the company operates and by where the properties are located. Someone who owns a cottage in the Lake District searches differently from someone who owns a villa in Tuscany. Location terms in both the keywords and the ad copy signal relevance to property owners in specific destinations, and they are typically less competitive than generic management terms.
The objection your landing page needs to address
Property owners who have not used a management company before worry that fees will erode their rental income. The landing page needs to address this directly: what percentage does your fee represent, what does it include, and what occupancy improvement can a typical property owner expect from professional management? Avoiding this question reduces enquiry rate. Answering it honestly improves both enquiry volume and quality.
Remarketing the undecided
Switching to a management company is a considered decision. Most property owners visit multiple sites and take weeks before making contact. Remarketing campaigns targeting site visitors who did not enquire keep your company visible during that research phase. Combined with a strong initial landing page, remarketing often delivers the lowest cost per lead in the account.
To see how Google Ads for holiday rental management companies is structured and what a campaign targeting property owners looks like in practice, the industry page covers both.
Reach property owners who are ready to outsource their holiday let.
Colonnade builds Google Ads campaigns for holiday rental management companies that target property owners, not guests.