Stop Paying Google to Introduce You to People Who Already Know You
If you run Google Ads for your holiday park, here’s a thought that might save you a decent chunk of budget: stop bidding on your own brand name.
Yes, I can hear some PPC consultants choking on their oat lattes - but let’s talk about why this sacred cow might be overdue for a BBQ.
When a Brand Search Isn’t a Sales Pitch
Picture this. Someone types Sunny Shores Holiday Park into Google.
They’re not browsing. They’re not weighing up 17 other campsites. They’re not wondering if they’d rather go to Cornwall or Cumbria.
They’ve already chosen you. This isn’t a “let’s compare” moment. It’s a “let’s book” moment.
So why are you paying Google to send them to you when your organic listing, which costs exactly £0 per click, is already standing there waving its hand saying “Over here!”?
Where the “Always Bid on Brand” Rule Came From
The blanket “always bid on brand” advice comes straight out of the eCommerce playbook.
If you sell Nike Air Max 90s, someone searching for them could buy from Nike, JD Sports, Foot Locker, or Steve’s Sketchy Shoe Shack on eBay. Retail PPC managers fight tooth and nail for branded clicks because there’s always a competitor ready to pounce with a flash sale or free delivery offer.
But a holiday park PPC campaign isn’t retail. You’re not one of 10 sellers flogging the exact same two-bed caravan. You are the product.
If someone searches for you by name, they’re not thinking “Actually, let’s try that other park I’ve never heard of.” They’re looking for your booking page.
The OTA & Agency Sublet Curveball
Now, before we throw brand bidding in the bin entirely, let’s talk about the two exceptions:
Online Travel Agents (OTAs) – Sites like Hoseasons or Booking.com sometimes bid on your brand name to drive bookings through them, not direct to you. That means you still get the booking, but you’re paying their commission. In that case, brand bidding might be a defensive move.
Agencies with subletting rights – If you work with third parties who market your accommodation, they may also run PPC bidding on your brand. Again, it means guests are being funnelled through middlemen, costing you margin.
In these cases, you might consider limited brand bidding, but with a laser focus. This isn’t “throw half your budget at brand all year.” This is protect your brand name during peak OTA bidding windows.
Why Holiday Park PPC Budget Should Go Beyond Your Own Name
Your holiday park PPC budget should be working its hardest where it actually brings you new guests.
That means focusing on generic and intent-driven searches, such as:
UK family holiday parks near the beach
dog friendly caravan breaks in Cornwall
lodge holidays with hot tubs
holiday parks with kids’ entertainment
These are the searches where you’re catching people before they’ve decided where to stay, and giving them reasons to pick you over the park down the road.
The Neon Arrow Problem
Paying for your own brand clicks is a bit like buying a giant neon arrow pointing at your front door… for people already standing on your porch.
Sure, it’s flashy. Sure, it makes you feel like you’re doing marketing’ and it will definitely make your CTA look more attractive. But if those people were already walking inside, you haven’t gained anything, you’ve just made Google a little richer.
Save your holiday park PPC budget for the searches that introduce you to new faces. Your loyal fans will find you without you paying Google for the privilege.
Let’s look at Mandy.
Mandy has stayed at Holiday Park XYZ three times in the past two years. She’s on your email newsletter list. She’s basically family at this point.
You send Mandy a lovely last-minute deal via email. She opens it, loves it… but needs to check with her husband, Steve, before hitting “Book Now.”
Steve’s had a rough week at work and fancies the break. They decide to go for it.
But here’s the thing — Mandy doesn’t go back to the email. She doesn’t click your original booking link (which would have cost you nothing).
Instead, she does what most people do without thinking: she types “Holiday Park XYZ” into Google, clicks the shiny paid ad with your brand name on it, and books.
Congratulations — you’ve just paid twice for the same booking: once to send her the offer, and again when she clicked your own PPC ad instead of your free organic listing.
Brand Bidding Decision Checklist
Before you scrap brand bidding entirely, ask yourself:
Are OTAs consistently bidding on my brand?
Are agency partners running ads on my name?
Do competitor parks ever try to poach traffic by bidding on me?
If the answer is no to all of these, you can almost certainly pause brand bidding without losing bookings.
If the answer is yes to one or more, here’s the honest take: you can still let the OTA have that click.
Why? Because you’ll get the booking either way, you just won’t be paying for it twice.
Instead, take the budget you were burning on branded clicks and put it into generic, high-intent campaigns that win you fresh customers. Those new guests will remember your brand, book with you directly next time, and grow your customer base without OTA commissions eating into your margins.
Want to Know if Your Agency Is Taking You in the Right Direction?
If your holiday park PPC is handled by an agency, or if digital marketing still feels like a bit of a foreign language - I can help you cut through the noise.
I don’t run campaigns myself. Instead, I step in as your digital strategy sounding board:
I’ll review your account and see if your current strategy is actually moving you toward your goals.
I’ll highlight where your budget is being used well ,and where it’s quietly leaking away.
I’ll arm you with clear, confident questions to take back to your agency so you stay in control or join you on those meetings if you’d prefer.
Think of it as agency management for holiday parks, ensuring you’re getting the growth you’re paying for, without getting lost in PPC jargon or vanity metrics.
Get in touch today and let’s make sure your PPC strategy is working for you, not just for your agency’s monthly report.
