DEMAND THAT STAYS
Google and OTAs catch people who are already looking. Paid social finds the people who weren't.
I take the photos and video you already have, turn them into Instagram and Facebook ads, and manage the account myself. As things change at the property, we plan new ads together. The goal is more guests booking on your own website, on top of the bookings you already have.
Before founding Better Connected I led digital marketing in-house at an Irish hotel. Occupancy meetings, shoulder seasons, the OTA mix. I know what the job looks like from your side of it.
What interests me is why people book. Not the search, the wanting that comes before it.
Paid social doesn't happen on a search engine, so the guests it brings are extra. In my experience it's particularly good at bringing in domestic guests, people booking a short break because the property itself caught their eye.
So when I run an account, my focus is to keep bringing in those guests on top of the bookings you already get.
Watch first
Reach guests before they start searching.
A 2 minute breakdown of how I use Facebook and Instagram ads to support direct bookings.
2:14
30 minutes to see whether it makes sense for your property.
The Opportunity
Why the bookings are extra.
You already know why direct bookings matter: no commission, and the guest's details stay with you. The ads I run bring new guests to your own website.
Results
Hotel ad account, Q4 2025
Meta Ads Manager data. Oct–Dec 2025.
Case Study
A winter campaign that turned attention into direct enquiries.
A premium Alpine chalet heading into winter with no way to capture a direct enquiry. I built a landing page and launched ads to the enquiry form built onto the site.
Direct enquiries in the first month
Real-user site visits
Visit-to-enquiry rate
Multiple confirmed bookings
Before this, bookings came through referrals, phone calls and OTAs. Within a month there was a direct enquiry channel and confirmed bookings from it.
Who it's for
The properties I work with tend to have a few things in common.
- You're already running ads, but it's hard to tell what they're actually adding.
- You want more guests on top of the bookings you already get, not a replacement for what's working.
- Your rates are €120+ a night, or you take bookings by the week.
- You have photos and video to work with, or you're happy to shoot more with some direction.
- You'd rather deal directly with the person running your ads.
Client words
“From the very first conversation, it was clear Evan really understood what we were about. That’s not always easy with a brand like ours, but he got it. He was easy to work with, and made the whole process feel straightforward rather than overwhelming. We have noticed a real lift in enquiries during our time working together.”
How it works
Simple from the start.
A conversation first
We talk. If it's not a fit I'll say so on the call rather than send a proposal.
I learn the property
Who stays, why they come, and what makes the place worth the trip.
I build the ads
From the photos and video you already have, using what I've seen work in some of the best hospitality ads.
New content when needed
If we need more, you get a simple written brief so you know exactly what to shoot.
I run it and report back
I manage everything myself and report on direct bookings, not likes or reach.
Book a call here.
30 minutes to see whether it makes sense for your property.
Start the ConversationI manage everything personally. I work with a small number of properties at a time so campaigns stay closely aligned with what's happening commercially week to week.
Hotels are where I come from and they're still the core of the roster. I also work with premium independent stays, chalets, villas, lodges and holiday homes, where the same logic applies: high-value bookings, real seasonality, and too much of the demand arriving through platforms that charge for it. If a single booking at your property is worth serious money and you can take it directly, then there is opportunity.
Paid social works best where each booking carries enough value to support acquisition. In most cases, properties with room rates above €120 per night, or stays booked by the week, see the strongest results, because the margin allows campaigns to perform well.
In most cases I work alongside one. I take the paid social channel and keep it aligned with your commercial priorities, so it supports what the team is already doing rather than running separately from it.
Paid social creates demand earlier in the decision process, bringing potential guests to the property before they begin actively searching and shifting more bookings onto your own booking engine. The clearest measure of success is growth in direct revenue over time, not clicks or impressions.