The New Reality: Why Google Ads Are No Longer Optional in a Competitive Market
If you’re running an RV resort, the stakes are higher than ever. The numbers speak for themselves: for every $1 spent on Google Ads, businesses earn an average of $2 in revenue. That’s a 200% ROI — a compelling case for any campground owner. But too many parks continue to rely on antiquated strategies such as word-of-mouth, print flyers, or hoping SEO will be enough on its own. In today’s shrinking RV market, that approach just won’t work.
According to the 2025 RoverPass Annual Report, RV park reservations grew 5% in 2024 but newly emerging parks coming into the market slowed by 7.7%. That means the competitive pinch is building. More parks are fighting for the same pool of travelers. You can’t afford to wait for your guests to stumble across your website. You need to meet them where they are: on Google.
Here’s the twist many parks are missing: Google Ads is no longer just about search. With Google’s 2025 expansion of Vehicle Ads to include RVs and campers, your park is now able to advertise in a format formerly exclusive to dealerships—putting your brand directly in the line of sight of travelers searching for RV-based solutions. Smart parks are even aligning with local RV dealerships to co-promote their services in exchange for visibility.
And then, meanwhile, there is voice-activated travel planning, mobile-only booking, and same-day search behavior transforming the way consumers shop. If you’re not showing up at the top of those searches with bookable-ready landing pages and the right keywords your competitors are.
Understanding the Real Pain Points RV Owners Face
Let’s not sugarcoat it: many RV park owners feel like Google Ads is a confusing money pit. Common complaints from online forums include:
- “I wasted $300 in a week with nothing to show for it.”
- “I have no idea what half these settings mean.”
- “I’m getting clicks from people looking for RV repair shops or free parking spots.”
These are real frustrations — but also solvable ones. With a better strategy, and the right keywords and landing pages, even small parks can see massive returns.
One way to overcome the learning curve is to lean into automation — Smart Campaigns and Performance Max can handle bidding and placements while still delivering excellent results when set up properly.
Google Ads 101: A Simple Guide for RV Park Owners
Google Ads is a form of Pay-Per-Click (PPC) advertising. You bid to have your website appear at the top of search results when someone Googles a keyword, such as “rv park near me” or “family-friendly campgrounds.”
It’s different from your Google Business Profile (GBP), which shows up in map listings and organic results. It’s also not SEO, which can take months to work. Google Ads gives you instant visibility. And unlike social media, it targets intent. You reach people actively looking for what you offer.
Google Ads vs. Google Hotel Ads: While traditional Google Ads are text-based, Google Hotel Ads (now available to RV parks that integrate with booking engines) show real-time rates and availability in search results—streamlining the path to a reservation.
A Step-by-Step Playbook to Launch Your First Profitable Campaign
Building a Google Ads campaign isn’t a roll of the dice with your marketing budget. With a good plan in hand, bolstered by data-driven insights and RV industry-specific keyword intent, you can make every dollar count towards measurable results. Here’s how to build a high-performing campaign that fills your park but not your stress tank.
Step 1: Set a Smart Budget and Clear Goals
Start with a manageable daily budget—typically between $10 to $25 for small parks, though even modest spenders can see significant ROI when properly targeted. According to WordStream’s 2023 Google Ads benchmark report, the average cost per click (CPC) across travel and hospitality is $1.53. This means a $25/day budget can yield 15–20 high-intent visitors to your booking page.
Define clear, measurable goals tied to business outcomes:
- Book 10 additional weekend sites per month
- Fill 5 midweek sites to reduce vacancy gaps
- Generate 20 leads for long-term stays or snowbird packages
Don’t skip conversion tracking.
Use Smart Campaigns if you’re new—they automate bidding and placement. Advanced users can utilize Maximize Conversions or Target CPA bidding strategies in manual campaigns for increased control of ROI. Always connect your Google Ads and Google Analytics accounts to improve attribution and reporting.
Step 2: Choose High-Intent Keywords (and Exclude the Bad Ones)
Keyword intent is everything. Travel-related queries often contain location-based phrases like “near me” or “in [state/city].” For RV parks, this means targeting terms that reflect booking intent, not just curiosity.
Great keyword examples:
- “RV park with full hookups near [destination]”
- “Pet-friendly campground in [state]”
- “Monthly RV site rental”
- “Campground with Wi-Fi for remote workers”
These keywords tap into both geographic and behavioral intent, key indicators of someone ready to reserve.
Must-have negative keywords:
- “free camping”
- “walmart overnight parking”
- “rv repair jobs”
- “used RV for sale”
Neglecting negative keywords is the #1 way RV parks waste money. Budget leaks often come from broad match terms unintentionally pulling in unrelated traffic.
Use Google’s Search Terms Report every 7–10 days. Add irrelevant terms to your negative list immediately. You can reduce wasted spend by up to 40% over time just through regular keyword hygiene.
Step 3: Write Ad Copy That Books, Not Just Clicks
Ad copy must do more than get attention—it must qualify the click and lead to action. Think in terms of what matters most to RV travelers: convenience, scenery, and family-friendliness.
Headline ideas:
- “Lakefront RV Sites | Reserve Now”
- “Quiet Family-Friendly Campground”
- “Full Hookups | Easy Online Booking”
Strong CTAs:
- “Book Your Summer Escape”
- “Check Weekend Availability”
- “See Our Monthly Specials”
Incorporate trust-building elements like:
- Google Rating stars (Ad extensions)
- Sitelinks to pet policies, rates, or amenities
- Location extensions for GPS and map proximity
- Use dynamic keyword insertion (DKI) sparingly to match user search terms in headlines, but avoid sounding robotic.
- Google’s own 2023 study showed that responsive search ads with 3+ high-performing headlines see 15% more clicks on average.
Step 4: Geo-Targeting and Mobile-Only Campaigns
Geotargeting is not just about drawing a circle around your park—it’s about understanding where your guests come from. Use your booking records to identify feeder cities or states and set up campaigns tailored to those origins.
Recommended targeting strategies:
- 50–200 mile radius around your park
- Specific metro areas that yield bookings (e.g., Dallas for Hill Country parks)
- Zip codes near RV dealerships or popular outbound travel hubs
Layer in device targeting, especially mobile. More than 70% of travel bookings come from mobile devices.
Mobile-only campaigns should include:
- Click-to-call extensions
- Google Maps direction links
- Landing pages optimized for speed (<3 seconds load time)
You can even set ad scheduling to peak times—Thursday evening to Saturday morning—for last-minute planners.
Step 5: Create Experience-Based Landing Pages That Convert
The ad’s goal is to get the click. The landing page’s goal is to secure the booking. But generic, catch-all pages don’t perform well.
Core landing page must-haves:
- Mobile-first design
- Booking widget or calendar above the fold
- Real, diverse photos (families, pets, scenic views)
- Social proof—embed your best Google Reviews
Smart segmentation strategies:
- Pet-Friendly Travelers: Highlight fenced dog areas, trails, and pet policies
- Remote Workers: Emphasize stable Wi-Fi, shaded spots, peace and quiet
- Snowbirds/Monthly Guests: Showcase long-term discounts, laundry facilities, social events
- Families: Use language like “fun for all ages” and show amenities like pools or playgrounds
Use tools like Google Optimize or Hotjar to A/B test layouts and calls to action. Small tweaks, like changing a button label from “Submit” to “Book Now,” can impact bounce and conversion rates dramatically.
Each ad group should ideally point to a tailored landing page that matches the promise in the ad headline and description.
Budget Tiers and What to Expect
If you’re unsure how much to spend, here’s a rough breakdown:
Budget Tier 1 ($10–$15/day)
Reach 100–300 users/week
Focus on local searches, weekend-only ads
Budget Tier 2 ($25–$40/day)
Regional targeting
Use landing page variants and remarketing
Expect 5–15 bookings/month from optimized campaigns
Budget Tier 3 ($50–$100+/day)
Run Display, Search, Hotel, and Video ads
Custom offers by travel segment (e.g., snowbirds, digital nomads)
Higher spend works best when conversion tracking is dialed in.
Level Up: Advanced Strategies to Outrank Your Competition
Diversify Your Ad Formats
If RV park advertisers want to really connect with every stage of the traveler’s journey—from planning through booking— they need to distribute their ad placements across Google’s network. Here’s how every format works and when to use it:
Search Ads: Appear at the top of Google search results. They are ideal for high-intent shoppers searching for specific stay dates, RV park locations, or services. Search ads convert 2–3x more than most other types because of user intent.
Display Ads: These visual banner-style ads appear on websites, mobile sites, and Gmail. Utilize display ads for remarketing: re-target users who have visited your site, or make people more aware before peak travel seasons. Google’s Display Network is viewed by over 90% of global internet users.
Video Ads: You can show 15–30 second video clips showcasing your resort’s amenities, ambiance, and testimonials on platforms like YouTube. They’re excellent for emotion and brand recall.
Hotel Ads: Perfect if your park utilizes booking platforms like RoverPass, ResNexus, or Campspot. These ads show real-time availability and prices directly on Google Search and Maps. Hotel Ads now convert better for mobile users vs. traditional text ads.
Vehicle Ads: Newly available for RVs, these ads feature inventory-like listings. Parks with RV rentals or dealership affiliation can use Vehicle Ads to make package deals like “RV + Stay Combo” experiences visible.
Together, these ad types provide end-to-end marketing coverage: awareness, consideration, and booking.
Remarketing: Bring Back Visitors Who Didn’t Book
Most site visitors don’t convert on their first visit, but many return within 2–5 days if re-engaged. This makes remarketing one of the most powerful (and underused) tactics for RV parks.
Use remarketing to target:
- Visitors who looked at your pricing page but didn’t book
- Users who spent over 30 seconds on your website or visited more than one page
- Guests from past seasons or repeat states via customer match lists
Remarketing ad types that perform the best for RV parks:
- Display ads with real park images and time-sensitive offers
- Dynamic ads showcasing different packages based on pages viewed
- YouTube bumper ads reminding past visitors to finalize their booking
Copy ideas:
- “Still thinking about your summer getaway?”
- “Only 4 spots left for the 4th of July weekend!”
- “Bring your dog. Book your stay. Unplug and unwind.”
Last-Minute Booking Strategy
The trend of same-day bookings continues to rise, particularly for regional travelers and mobile-first users. Google reports that 70% of mobile searches for local services lead to action within 1 hour, and travel is no exception.
For RV parks, last-minute ads can help fill weekend or holiday cancellations:
How to build a successful last-minute campaign:
- Set campaigns to run Thursday 2 PM-Saturday 10 AM
- Target weekend travelers in a 100-mile radius
- Use mobile-only targeting with simplified landing pages
- Include call extensions or one-click booking buttons
Keyword triggers:
- “RV park near me tonight”
- “last-minute campsite [location]”
- “book campground same day”
Use urgent language like:
- “Last Sites Available This Weekend”
- “Book Now, Arrive Tonight”
- “Don’t Miss Friday Check-In Deals”
Future-Proof with Voice Search & Automation
As voice-enabled devices become more common in homes and vehicles, RV travelers are increasingly turning to natural, spoken queries. Over 32% of all mobile searches are voice searches now (Kommandotech).
Optimize your ad campaigns by:
- The inclusion of natural language keywords and questions (e.g., “Where is there Wi-Fi camping near Lake Havasu?”)
- The inclusion of question-based variations in keyword groups
- The creation of landing pages that offer FAQs answered in natural language
Additionally, automation tools like Smart Bidding and Performance Max campaigns simplify management and improve results:
- Smart Bidding dynamically adjusts your CPC depending on how likely a user is to convert
- Performance Max identifies top-performing placements in Search, Display, YouTube, Discover, and Maps
Use automation to:
- Save time on manual bid adjustments
- Test new geographic or audience groups
- Scale what’s working fast and easily
FAQ: What RV Park Owners Want to Know
Q1: Google Ads vs. Google Hotel Ads?
Hotel Ads connect directly to your booking system. Google Ads show in search results. Best used together.
Q2: Is this worth the money?
Yes, when campaigns are optimized. Most parks see 2–4x ROI. It’s the most direct way to turn searches into guests.
Q3: What’s the easiest way to start?
Use Smart Campaigns or partner with an agency that specializes in RV park marketing.
Q4: Can this replace SEO or social media?
No, but it works faster. Think of Ads as the fuel, SEO as the engine, and social media as the passenger.
Final Checklist: Google Ads Setup for RV Resorts
Use this checklist to cover the essentials for running effective Google Ads campaigns for your RV park:
- Set clear goals: fill weekday sites, book 10 weekend stays, etc.
- Start with a specific, manageable daily budget ($10–$25 initially)
- Connect Google Ads to Google Analytics and enable conversion tracking
- Choose high-intent keywords, and add negative keywords to avoid wastage of budget
- Write ad copy with clear CTAs and relevant extensions
- Use geo-targeting (50–200 miles) and mobile-preferred ads
- Build landing pages tailored to guest types (families, pet owners, remote workers)
- Launch one remarketing campaign to recapture interested visitors
- Monitor results weekly and scale what’s working
Final Word: The Summer Booking Surge Is Already Happening
Google Ads isn’t just for tech-savvy marketers. It’s a survival tool for RV resorts in a tightening market. If your competitors are showing up and you’re not, you lose that booking.
Start small. Track everything. Learn what works. Then scale.
Your guests are already searching.
Be the park that shows up.
