This experiment shows exactly when Google Hotel Finder’s free organic link is enough and when paying for sponsored placement delivers real returns for hotels. Paid visibility meaningfully increases total demand, shifts more bookings into the direct channel, and boosts revenue when availability is high and impressions are low. But when the hotel is already getting strong exposure or inventory is tight, paid ads produce little incremental benefit. The result: a clear, evidence-based playbook for when to activate and pause paid participation on Google Hotel Finder.