Running Facebook and Instagram Ads for Your Direct Booking Site

Relying solely on third-party booking platforms can eat into your profits and limit how you connect with guests. That’s why building up your direct bookings is a game changer—it puts more money in your pocket and gives you full control over the guest experience, from the first click to check-out. But how do you get more eyes on your booking site in the first place? 

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That’s where social media ads come in. Facebook and Instagram aren’t just for selfies and stories—they’re powerful tools to target the right travelers, showcase what makes your place special, and drive traffic straight to your site. In the sections ahead, we’ll break down exactly how to use these platforms to your advantage and start turning scrolls into stays.

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Why Choose Facebook and Instagram for Advertising

If you’re trying to get more direct bookings, it makes sense to show up where your future guests are already hanging out—and that’s Facebook and Instagram. With over 2 billion people using Facebook and more than 1 billion on Instagram each month, the reach is massive. But it’s not just about volume—it’s about precision. 

These platforms let you target people based on location, age, interests (like travel or weekend getaways), and even past behavior online. That means you’re not just shouting into the void—you’re reaching the right people. Plus, both platforms are built for visuals. Think beautiful photos of your property, short videos of your space, or even a reel showing off a sunset view. It’s the perfect way to tell your story and grab attention as people scroll.

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Setting Up Your Advertising Accounts

Before you can run any ads, you’ll need to get your business accounts in order. Start by setting up your Facebook Business Manager at business.facebook.com. It’s free and acts as your command center for both Facebook and Instagram ads. Once you're in, link your Facebook Page and connect your Instagram account under “Business Settings” → “Accounts” → “Instagram Accounts.” That way, you can run ads across both platforms from one place.

Next up: the Meta Pixel. Think of it as your behind-the-scenes tracker. It helps you see what people do on your site after clicking your ad—like browsing rooms or completing a booking. To set it up, go to “Events Manager” in Business Manager, create a Pixel, and install the code on your website (or use a partner integration like WordPress or Shopify). It’s essential for smart targeting and better ad performance.

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Defining Your Advertising Objectives

Before you hit “publish” on any ad, it’s important to know exactly what you want it to do. Not all ads are created equal—and neither are the goals behind them. If you’re just getting started or want more people to know about your rental, focus on awareness. These ads are all about getting your name and brand out there.

Next is consideration, where you’re trying to spark interest—likes, shares, comments, or maybe a few clicks to your site. It’s about getting people curious enough to learn more.

Finally, there’s conversion. This is where the rubber meets the road. These ads are built to get people to take action—specifically, to book directly through your website. Knowing which stage you're targeting will help shape everything from your ad creative to your call-to-action.

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Crafting Your Target Audience

One of the biggest advantages of running Facebook and Instagram ads is how precisely you can target the people most likely to book. Start with the basics—set your audience by age, gender, location, and even language. If you’re offering a cozy cabin for weekend getaways, you probably don’t need to show your ad to business travelers in another country.

Next, get more specific by targeting interests and behaviors. You can reach users who love travel, follow similar short-term rentals, or have recently searched for vacation spots. This helps you connect with people already in the mindset to book.

Finally, take things to the next level with custom and lookalike audiences. By using data from your website—like past visitors or people who almost booked—you can retarget them or find brand-new users who behave like your best guests. It's smart marketing made simple.

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Designing Effective Ad Creatives

This is where you grab attention—and fast. On Facebook and Instagram, your visuals are the first thing people see, so make them count. Use crisp, high-quality photos that show off your best features: cozy bedrooms, killer views, that dreamy hot tub. Videos work even better for giving guests a feel for the vibe.

Pair those visuals with copy that actually speaks to people. Skip the generic lines and get specific—why should someone book with you? “Wake up to ocean views” beats “Great location” any day. And don’t forget a strong call-to-action like “Book direct and save.”

Finally, mix up your ad formats. Carousels are great for showing off different rooms or guest reviews. Slideshows let you tell a mini story. And collection ads make it easy for mobile users to explore what you offer—all without leaving the platform.

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Budgeting and Scheduling Your Ads

You don’t need a massive ad budget to make an impact—you just need to spend wisely. Start by setting a daily or lifetime budget that aligns with your goals. If you're just testing the waters, a small daily spend of $5–$10 can go a long way with the right targeting. Once you know what’s working, you can scale up.

Timing matters, too. Don’t just let your ads run 24/7 and hope for the best. Use Facebook’s ad scheduling tools to show your ads when your audience is most active—typically mornings, evenings, or weekends when people are planning trips. This way, you’re not wasting money on off-hours impressions that don’t convert. With the right budget and schedule, your ads will work smarter, not harder.

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Implementing Retargeting Strategies

Ever had someone check out your place online but never hit “book”? That’s where retargeting comes in. It’s a smart way to bring those almost-guests back by showing them tailored ads after they’ve already visited your site. Maybe they browsed your gallery or peeked at your rates—retargeting reminds them what they liked and nudges them to come back and finish the booking.

To set this up, you’ll need to install the Meta Pixel on your website. This little piece of code tracks visitor actions—like page views or time spent on your booking engine—so you can create ads specifically for those who didn’t complete a reservation. Think: a quick video of your best view or a limited-time offer. Done right, retargeting keeps your property top of mind and helps turn browsers into paying guests.

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Monitoring and Optimizing Ad Performance

Running ads is just the beginning—the real results come from what you do after they go live. Keep a close eye on key metrics like click-through rate (CTR), conversion rate, return on ad spend (ROAS), and cost per booking. These numbers tell you what’s working and what’s not.

Don’t be afraid to test things out. Try different headlines, images, calls to action, or even targeting options. This kind of A/B testing helps you figure out which combinations actually get people to click and book.

Finally, make optimization a habit. Set aside time to regularly review your results and tweak your campaigns. Sometimes small changes—like adjusting your audience or swapping out an underperforming image—can lead to big improvements. The more you refine, the better your ads will perform over time.

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Best Practices and Compliance

Before you hit “publish” on your ads, here are a few best practices to keep your campaigns running smoothly and effectively:

• Keep it consistent: Your branding—logos, tone, colors, and overall vibe—should feel the same whether someone sees your ad on Facebook, Instagram, or your website. It builds trust and recognition.
• Think mobile-first: Most people are scrolling on their phones, not desktops. Use vertical-friendly visuals, short text, and clear calls-to-action that look great on small screens.
• Follow the rules: Facebook and Instagram have specific ad policies (and they can be picky). Make sure your content meets their guidelines to avoid rejections or account issues. It’s worth checking the latest ad policy updates before launching a new campaign.

A little attention to these details upfront can save you headaches and help your ads perform better.

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Takeaway

Running Facebook and Instagram ads for your direct booking site doesn’t have to be complicated. Start by setting clear goals, target the right audience, create eye-catching ads, and keep a close eye on what’s working. 

Stay consistent with your branding, optimize for mobile, and make sure you’re following platform rules to keep things running smoothly. Most importantly—get started! Every ad is a chance to bring in more direct bookings and build a stronger presence online.

Need help getting your short-term rental in front of more guests? Awning’s property management services include professional marketing—so you can boost visibility, increase bookings, and free up your time. Let the pros handle the details while you grow your business.