Heads In Beds Show - Google Marketing Live Recap: How Will These 2026 Changes Impact Your Vacation Rental Business?

Episode Date: June 3, 2026

In this episode Conrad and Paul break down the 2026 Google Marketing Live show and put the "Vacation Rental" slant on it: how will these changes impact your business going forward? Enjoy!⭐️ Links & Show NotesPaul Manzey Conrad O'ConnellConrad's Book: Mastering Vacation Rental MarketingConrad's Course: Mastering Vacation Rental Marketing 101Google Marketing Live 2026🔗 Connect With BuildUp BookingsWebsiteBook A Call With Us🚀 About BuildUp BookingsBuildUp Bookings is a team of creative, problem solvers made to drive you more traffic, direct bookings and results for your accommodations brand. Reach out to us for help on search, social and email marketing for your vacation rental brand.

Welcome to the Heads of Med Show presented by Build Up Bookings. We teach you how to get more vacational properties, earn more revenue per property, master marketing, and increase your occupancy. Take your vacation rental marketing game to the next level by listening in. I'm your co-host Conrad. And I'm your co-host Paul. Paul, good morning. What is happening?

What's going on? I'm getting used to this morning recording. I'm going to tell you. This is not so bad. I get back walking from school, and now I get to come right into some thrilling discussion. And this is, I admitted to the I re-listened to some of the marketing live as I was walking back just, just because, you know, it's, I nerded out too much the last couple of days. I won't lie. It's, this was, I don't know, what White House Correspondence dinner is the nerd prom or whatever.

Google Marketing Live is my nerd prom. Like this is. You got to get an invite. Why haven't they invited you? That's very rude of them. They used to. When you signed up for Google Marketing Live, they'd send you like a nice welcome package. I mean, I remember somewhere around here, there's a Google.

notebook pad and some other like Google whatever junk, but it is. It's swag, though, stuff we all get. Yeah, exactly. This is this way. Now they don't do that. This is a really good opportunity to kind of, I mean, peek behind the scenes. Why we're getting the full story of what's happening? Probably not.

But I think every year we see something announcing and releasing that it may not be coming immediately, but it is going to impact what we do and how we do our job. So this is something that's been my focus, and that's what we're going to talk about today. How have you been doing? Yeah, pretty good. Maybe I could describe it this way would be that it is the direction where Google's heading. There was a layer on top, sort of like a frosting on a cake of like a PR veneer on top of it. Like they're making it seem like everything's going to be great, and they're sort of not acknowledging the downside of the things that are going to change. But that, I mean, it's Google. I actually had a conversation with literally a client yesterday about this.

And I was saying, like, you wasting your energy, your time about what Google's changing and how it's changing and complaining about it is truly just that. It's a waste of time. There's no benefit that you can gain by getting mad about this, truly. The only way that we can proceed from here is to be like, okay, if somewhat they're saying turns out to be exactly what ends up happening to a user where they end up in these interfaces, the only question is, how do I win in that interface? That's the only logical way. And I think that anybody can, anybody can go and I think they can still sign up and, and, and, read some of the or see some of the videos and all that stuff. And they usually do some recap.

Google Marketing Live, they keep a little more close to the best. They do require a login sometimes at least for that to get some of the full videos and non-demand stuff. I know is a little more open there. But I do think that they are very, like they are enhancing or emphasizing the off cases, the one-off cases. Oh, this person is using a incredibly long prompt and doing all these things. and this is how they're planning their travel.

When we look at Google Search Console, it tells a completely different story. So I do. I think everything that we're hearing here, everything that we're taking in consideration, yes, I think that is the dream. That's the dream idea of what Sundar and all the other team members there

are expecting and anticipating is going to be the use case. But truly, because AI is moving so fast and because all this stuff is changing, not by the day, not by the hour, by the second probably, I don't think we really, nobody really knows. Like the search that happened yesterday is probably not going to be the search that happens in 30 days and so on and so forth.

And we can extrapolate that out over the long haul as well. But I think parts of the search experience, parts of the user experience, parts of these travel planning experience are going to change. But ultimately, a lot of the underlying principles still are a lot of what we talk about, a lot of the best practices. Yeah, there's some new enhancements and we'll see how those go. and I'm, I am, I'm interested to test and try, as always. You know, AIMax, PMAX, they always throw out the buzzwords. Let's, let's give it a shot. Let's see. I mean, I like the concept of using more user information.

I think that that's, the personal insights are great. But, again, we got a lot of stock bar here. So, yeah, let's start from the top of the list. AIMAX, PMAX, max out your credit card, you know, just the Google way. I don't want to stop yet. So I clicked in my brain when he said that. All right, cool. All right, so a few ideas here.

These are notes both from the observation as well as the notebook LM of the actual Google thing. All right. So if ads look more like answers, how do we want to structure the content that we put into ads? This is kind of the first thing or third thought process, maybe the one through my brain. So if now you're going in Google and you're getting back something that looks more akin to currently a Gemini style, Chad or Chad-Cat or Chad-T-T-B-T style, I just combined Claude and Chat-T-T or something. there. Anyways, if we combine those things into more of like a response and less of like a list of discrete, you know, website number one, website number two, website number three, et cetera, et

et cetera, then I would imagine the thing that Google is going to be trying to recommend is they're going to try to match the user intent with the property on your website in a better way. And I think that applies no matter if it's a quote unquote Airbnb property page or whether it's a property page in your website. If that page explains why this property is perfect for this type of person, I'm traveling with four kids to X, Y, Z location, and I want to have one that has a crib and I have this and I have this and I have this, that's more of a question that requires more of an answer. I think that can benefit the short-term rental property manager that has very detailed, complex and comprehensive descriptions of their website or the properties on their website.

So that's one thing that may be an interesting concept to play with, which is that should we have a lot more landing pages? Should we have a landing page in a website and it's best properties for bird watchers? And it's the landing page on the website and it's best properties for families with young kids because we have the toys laid out differently. Or best properties. for families with, you know, middle-aged kids, right? Or older kids. Like, could we not imagine a scenario where we have to make a lot more discrete, unique pages on a website?

And luckily, we can make those pages a little bit easier now, thanks to AI and the ability to create some of that content, that it could then, again, benefit you to where Airbnb is probably not going to clutter up their search experience to all those pages, Airbnb, and they've already announced in their summer release. There's two releases this week that they're going to make their interface happen on the Airbnb platform. You might go in Airbnb, do a detailed search, and then you're going to get back a result. but a user is going to do that in Google too.

So if they're going to do it on Google, they're going to do it there, and your property page is there to find them, that may actually help you potentially down the road. So that would be my positive spin on that. What are your thoughts on that concept? Yeah, I mean, it's funny. And you know, I've got someone I'm working with

that's kind of launching into a new market. And we were, we were really doing some breakdowns of audience persona and trying to figure out those travelers that are going to be reaching, be going to this area, traveling to this area. And it was a very unique persona set, I thought, because you do.

You have the weekend getaways. You have the health and fitness people. You have all these different groups. But I think you've hit the nail on the head there is that right now when we create these listings, we're creating them generally. This is the definition of commodity content there. But taking into consideration how these different people are traveling and doing some of that deeper research and, yeah, creating whether it's collection pages.

But I think that's the thing. Right now, collection pages in our space are just grouped together. It's not really giving people a better, more influential or engaging experience there. And I think that that is going to be part of it is really not even. I think there's a third area of the website that we have the direct booking website that we're going to have to start creating here. It's not the direct booking side. It's not the blog side. It's not really the travel guide side, but it's in that area.

I think the travel guide that people have tried to build is going to be more meaningful because you can. You can bring in not just the types, the things that people are doing in the area. Now you're bringing in what types of people are coming to the area and how they are doing travel in the area. So I do. I think that there are. There are a few people who are really doing that well right now. But overall, it is. People have their blog.

people have their booking pages and there's not a whole lot in the middle. And I think the people who are kind of closing that gap, the property managers and the companies who are closing that gap are really going to find success from this one area. It's not keyword, you know, you're not targeting Scottsdale Vacation Run, Scottsdale Airbnbs. You are, you're trying to describe what makes your vacation rental unique because it is. Once again, you're not just competing against the Airbnbs or the verbosa. You're competing against. We know this ecosystem is highly competitive just based on the volume of businesses we have.

So I do. I think that that concept of really honing into personas and creating that content appropriately for all of these different types of people that are going to. And maybe the people that aren't. I think that's creating non-travel content is okay because there are going. to be some more opportunities for those answers to surface. And not just Gemini, but I'm sure OpenAI, I'm sure perplexity, I'm sure all of these other avenues as well. Yeah, it's an interesting concept because if Google is being supportive of a small business,

which in the past, you know, people have gotten really upset about that. But like broadly speaking, Google is going to send way more clicks to individual small businesses than they are in aggregate to one OTA plots. whether it be Airbnb or booking.com. But they also can ignore the fact that these big OTA platforms give them literally billions of dollars. I think booking.com spends multiple billions of dollars per quarter with Google. So obviously they're going to pick up a lot of the clicks. But as we know, not all the inventory is on these OTA sites.

The guest knows that too. So it almost brings up a different point, which isn't even in the outline, but we've talked with this recently too. This idea that you talked about commodity content versus on commodity content, that was a recent Google kind of sponsored sort of concept. I think the same thing applies as we have done episodes on this before, but to your listings. Well, if your listing is just this blah fit for everybody type of listing, why would it ever surface in AI reviews or the future of AI search, right? It's like, yeah, it's a two-bedroom condo.

It's got plain white walls and it looks boring as heck on the inside. And that's going to get commodity pricing, which is fine. If that's all the owner expects or that's all you expect to do, that's okay. But imagine a scenario where your property actually does have this tightly themed concept towards it or it actually fits a specific person. And then because you do a good job of explaining that on the property page, that gets serviced in Google. And someone went, I can't believe I found this place, but Google found me this place.

And it's exactly what I was looking for. That's the, again, that's the optimistic view of what's going to happen here. The pessimistic view would be, hey, all the clicks are going to go to the big guys and the small guy is going to get elbowed out. But, you know, if you look at the long tail of how Google makes money, yes, the big guys give them billions of dollars. But all the little guys collectively do give them billions of dollars, right? Like, it's just that it's not one advertiser.

My biggest client spending 50K a month in Google ads, sure, that's not moving the needle for Google that much. But there's hundreds of other advertisers like them out there in every single market all over the U.S. That's just the one I happen to work with. So that's the counterpoint, I would say, too, which is like they've got to find this middle ground balance between the two. TBD and how they're going to figure that out. But that's kind of the way it goes. So two concepts together, maybe Paul, curious your thoughts on both these. Number one, travel campaigns, we do apparently are noticing that Google is actually talking a little bit about having search campaigns for travel, AI Max with travel specific content. Now, the thing that you noticed,

I was watching the content live. I was looking more at the recap later, is that they didn't seem to be focused that much on talking about our bubble here in the vacation rental world. It was much more in hotels. Maybe speak on that for a second. Then we talk about maps next. We are.

I think we're just forgotten. I don't know how else to say it. Like vacation, we're just, maybe Google feels like they can't compete with Airbnb or verbal. I don't, I don't know. Well, they can't. Look at the inventory, right?

Obviously, they can. Yes, they can. It boggles my mind that, like, this huge segment of the travel space continues to kind of just be brushed under the rug with how people are planning this experience. I mean, the search and maps is, I think it's great. Being able to surface some of our results there would be amazing.

Structuring the data is going to be important and doing all that stuff is certainly going to be important there. I think that that, again, doesn't change anything from us. what we're doing right now. And I think that's the underlying, we'll say, the statement that's just going to keep sticking through. But I think that the Google Hotel meta search appears to still be strong. Yeah, where I'm not sure what's going to take places.

They've got this universal shot card, the universal car, the experience now that they're talking about. And that's not the universal consumer protocol or whatever that is UCP. Right. But trying to, this is, this is really going to be where I think the rubber is going to hit the road. As far as like, and when you have people going to different sites, going to a direct booking site or going to some of these areas or somehow, if you have your meta search, if you've got your properties distributed through Google Maps or Google hotels, vacation rentals, whatever that looks like. And you're trying to book through there. Like Google right now is giving people an option to buy right within Google, be the merchant. record, do all these things, or you can pop out to brand.com and buy there. That's what I want to

see what happens, like where the rubber meets the road with the cash rentals, with hotels and things like that, because retail makes sense. Okay, I'm at the Nike store, now I'm at the Sphora store, now I'm at this store, and I'm at that store. These are all the things I'm buying, and I'm going to click here, click here, I'm going to click the whole box and click the whole cart and purchase it all. That's not how those travel purchases take place. Again, different pathway, probably a little longer. What about the word? What about this word, real quick, ball?

What about the word consideration? When I buy toilet paper from Amazon, my consideration is nil. Like, just buy the toilet paper, I don't care. When I book a vacation rental, we talk about it for weeks in this house. We talk about it from, we think about it a lot. So, yeah, speak on that. I think that's where you get. Yeah, I mean, I think it is.

I think Google's trying to get much further into the demand side. I mean, it is, it's, that's, there's no doubt that the demand generation, is now, like before demand capture, no insight to demand generation replacing demand capture. That's the thing, is that Google is going to leverage some of your own personal insights. Hopefully they'll have you opt in. That's what they said.

We'll see. But I do. I think that that's something that they are pushing more people. They're pushing more advertisers to reach people higher up in the funnel, which is great. I mean, using YouTube, using Discover, using Shores. So that's something that they still are very high on their claim that 45% of YouTube users or shorts users are not on TikTok. 65% are not on Reels.

So it is. It's a very specific audience that you're going after, a unique audience that you're going after. But again, ultimately, I think that we don't know how the, it's the idealized searches that they're doing even. It is that's not how people do the searches. We know that that's not how people are doing the searches right now. So I think there's another level to this. We just, we still don't know. And I think the user interface is going to play a huge role here.

Still, not that the 10 links, eight links, seven links, whatever we were at before here with the map pack and everything like that, hasn't changed things. But I get the feeling that we're about to do something like. We're about to see a 180 in user search experience and what that looks like with Gemini and AI mode. been like popping you in. Like even the extended search bar. That was something that I didn't think much about until I realized, yeah, we've been sitting in a static search bar trying to extend it out. I mean, you get to a point where sometimes you write a search, some people, some of these

searches that they're saying are happening, they can't read the beginning of their search. So I don't know. There's, I haven't seen enough to say that AI is the way people are doing all. lot of these searches. I think we're kind of on the same page there is that there really hasn't been a true reckoning to be able to say this is where people are, this is where people are shifting the way they do their search for travel. It just hasn't happened yet. Like maybe they're using different channels, but they're still, like they're still going about the process of getting inspired, wherever they're getting expired, going to the platform, comparing the rentals in their,

in their location, booking on OTA, direct booking, and ultimately comparing price, comparing amenities and things like that. Maybe that's the thing that there's some agentic conversation, but they didn't talk about the agentic experience as far as that booking, I didn't think, as well as. Like, I think that's where people are going to have to start to take into consideration. Okay, you're going to have people who are creating agents that are looking for specific, times and dates for travel, looking for specific amenities, and when their primary caveat is going

to be pricing. This is when I want the notification. And again, that's where we get into a scary race to the bottom where I don't like that concept and I don't like that idea. And I, what are your thoughts on how agenta could be impacting us down the road there? Well, it's also unknown right now if we're being honest, right? And like you mentioned some of the use cases before we hit record. the concept of, oh, tell me a stock price or, you know, tell me the score of all the NBA games yesterday or something like that, right? Totally different than, again, the consideration. So gathering information, I would view that in a very different lens from taking an action.

You know, again, consideration. I guess I'd just go back to like AIDA, right? Like awareness, interest, desire action. Like, this is stuff I learned back in college in these basic marketing classes because the agent doesn't really have, like, you have to trigger the agent. So the awareness might start in your brain to be like, I'm going. considering booking a trip to X, Y, Z destination. Destin, Florida. I now have interest in doing that. So I'm aware of Destin, Florida. I'm interested in going there because I've had a positive

experience ever before. All that desire action stuff is currently very manual, right? Like you're going into a direct booking site. You're going into Airbnb. You're going into all this stuff. I think you're breaking a right question. I just don't think we know the answer right now into like how people are going to behave in our bubble. Now, I think at other bubbles, I think I could see how one might behave with an agent in another vertical. Again, if I think of like very standard non-commonial commodity type e-commerce, just buy me the toilet paper. Like, there's very little consideration there. I have no, I've no desire to buy toilet paper.

I buy it out of pure utility, right? Like, there's only reason that I buy it, right? But a vacation rental is different, right? It does have these layers on top of it of why I want to book it and how I'm going to consider it. And maybe that's also, maybe hotels is where Google can do so well because it does fit a wider set of people that are just like, I need a place to put my head, you know, and as we talk about in the heads and bed show, I just need a place to put my head on a bed. I don't really care that much about it.

And you're looking for, yeah, location to some degree and stuff like that. Like I'm going to visit my grandfather, you know, at the end of the summer. And like there's really only two or three hotels that we consider staying at. So the agent, you know, hey, here's the two or three hotels near his house. Go tell me, you know, for these dates, which one has lowest, right? Great. Because I kind of know what I'm looking for there. But again, it's just our inventory.

It just is a two. Each one's a fingerprint in a way. It makes it really hard, I think, for Google's agents to kind of sort through it, unless they just give a very surface level analysis. Hey, these are three, three bedroom condos that might be a good fit. you know, go check them out. Here's the links. But then you're still in that mode where you have to go look at yourself. Here's the thing, just creeping into the back of my mind, even as you're saying that there, is, okay, so let's assume that Google can source hotels significantly more easily because

it can, then it can source vacation rentals. And there's billions of people using Google on a daily weekly basis here. Does that have a longer term impact on the market because Google simply isn't sort of, again, puts a real priority on making sure you're showing up in AI results and things like that and going through the due diligence of making sure you're relevant, you're putting accurate information, you're easily, easily navigable, and you're structuring your data properly. Like, if Google can't see and crawl and do all these things that it can do very easily within its own system, are we going to get shafted? I have reasonable question. I think it's plausible because I think I think,

think what you're describing is kind of like a, how do I describe it? The platform that benefits the most is the one that's organ, what is Google's, let me go back a second. Google, what is Google's mission? It was their first slide in marketing life. Organize the world's information, make it universally accessible. To your point, they've not organized the world's vacation rentals. They've not made it universally accessible in their AI tooling. They've done a much better job with hotels. They've done a much better job in other verticals, flights being a good example as well. So in those, in those worlds, they've organized the world's information made a universally accessible. Now the question is, do they care enough to figure it out? If they don't care enough,

I think the big winner, honestly, in that world is Airbnb. Because you go, well, Airbnb is the Google for vacation rentals, right? Like, if I go on Airbnb, I'm going to be able to find everything I want to find. They've organized the world's vacation rentals and made them more accessible to me. So the platform ends up winning. Now, what would be interesting is, I think you're asking a user behavior question. Would a user just be like, I'm not going to go on Google? Because the AI mode experience doesn't even give me what I'm looking for. It's crappy. I'm just going to go straight to Airbnb. And I think that's a legit concern. I think that's something that you could point out as a negative to our model and what we talk about a lot because, yeah, it's hard to market directly when the user never even sees you in the first place. On Google, you've got a chance for them to see you, right?

If they go straight to Airbnb, there's chances of seeing you. Don't go to zero, but go down, right? It's less likely that that would occur. Right. You're getting into Google full ecosystem. You don't know what you're, you don't necessarily know what you're looking for. You go to Airbnb. You're a pretty good idea.

You know, you're going for some type of vacation, you know, something that is not a traditional hotel, although, sounds like those are going to be added into the mix over there as well. So I think that we were the alternative. We were the great alternative, the cost-effective alternative, the better space, the better value. And we've talked about that the last couple of months here is that how do we differentiate? Well, this maybe AI actually brings up a need to differentiate in different ways yet again. It's, I don't know. This is the, it's not fun to record right now because we don't know.

This is all like, it's released yesterday. And it was weird for me to have a couple of website meetings yesterday. We talked about that because I was like, what happened yesterday? What happened in the last two days is probably impacting us in ways we don't even know. And that's the, that's just the worst part of all of this is that Google is always changing. Google is always iterating. I mean, we know. There's, there's a hundred algorithm updates that happen every day that impact the way our results are shown and deployed and

everything like that. So this is not new. But I think there's more of an unknown because we don't, because we don't know how ads in AI mode are going to work. We don't know how all of you like. There's a lot of this other stuff as well that when you roll out these new products, this time last year, everybody was pretty pissed about Google's the image rollout, about AI overviews being a little bit of a hallucination, if I recall. Like, this has not been, the last two years of trying to put this together have not been straight by the book a linear path of success. So I guess that's where I'm waiting for something to break.

I'm waiting for something to break behind the scenes and figure out what is that thing that people are going to attack right away? Because with AI overviews is none of this stuff is accurate. Even if we were gaming the system a little bit and trying to get an inaccurate result, it was happening. And that is still, probably my underlying concern here is that the more AI we have, the more likely it is that the information that's presented is not going to be reflective of what is accurate. And again, now we have questions of what's true real and what's not real.

And then you're going to have vacation rentals. What's real? What's not mean, if you, ghost properties, these, this, this, I'm spiraling quickly. but truly, this is the type of stuff that it has not been perfect. I think we see the model where it is now. This AI journey has been by no means perfect. And I think Google would admit that. I would admit that.

Everybody would admit that right now. So the fact that we think that we have a solution, Google thinks they have a solution, okay, let's verify that that is in fact the case. Yeah, yeah. I'm looking at our clock here, Paul. Maybe we need to do a part two or just come back and do more. Yeah. Let me give a few more concepts, though, that I want to at least read into the record, so we have it out there. DemandGen coming into Google Maps. So does it make the Google Maps more important? I think, yes. I feel like you would agree. Makes your Google Maps more important. A lot of times who work but don't have Google Maps listings. Hey, a lot of this virtual property management has popped up. Oh, I live in California. My properties are in Texas or in Florida, et cetera, et cetera, probably something you want to, you know, very strongly consider. How do I get a local presence? How do I get verified on Google Maps? No, you can't verify a single listing. A home, you need to verify an office. space. Yes, that's going to cost you money. Yes, there's a lot of value to be had from that.

I think you should consider it strongly. And now you can run ads and make that more prominent. Paul and I, you know, think every night. I put my head on my pill every night and I just, you know, hope, tonight be the night that they kill Google Vacation Rentals. Is there going to be a meeting somewhere in Google HQ and they're going to kill Google Vacation rentals? Because if it does, and they bring back the maps results, the value of that listing could be double triple 10x, what it is right now, especially if you can make it, you know, more of an ad unit and build build more things than there. Google's working on direct offers.

Dynamically generate exclusive discounts, local coupons, or custom deals right at the moment that a high intent customer is ready to buy. Could we see a version of that where Google essentially could be like direct offer on this website, book direct, say 50 bucks, you're going to get a better rate anyways. And the AI services that for people,

very valid to assume that. Search is becoming an autonomous trip planner. So the whole Gemini Spark, AI little personal agent thing could be, I have a trip coming up, here's my flight, here's my vacation rule that I've booked, but you better be giving that data to Google in a format that they can accept it.

Because if they don't see that and the Google agent doesn't understand when the check-in days, when the checkout data is, all that kind of stuff, you're going to struggle to kind of get that piece there. You talked about it, but universal commerce protocol, universal cart, the idea of you checking out on a platform. Again, I'm very kind of bearish on that for us. I'm not saying that's not going to be a thing. I'm saying that that is a commodity product thing. That's an impulse buy thing. I see this cool little thing that I want and I bought it on Amazon or I bought it on Google or excuse me. I don't see that for us.

You mentioned YouTube, very few clients we have leveraging any sort of video content. That becomes something that you probably want to explore a little bit more. So just, again, want to read those on the record. Oh, yeah, yeah, yeah. And this, I think the other thing, the other note that probably is going to be worth its own, like, the episode is the AI brief. Yeah, yeah. That was something that I was impressed by, the fact that.

Yes. Google is trying to make things better. They know that marketers need to be effective. to keep spending on Google ads. Just keep spending on any ads. So the fact that they're trying to improve your strategy behind the scenes by allowing you to create a brief and just feed that into the system and allow it to hopefully give you your campaigns better design, better structure, better feel, better flow, and your workflow, better flow, that's awesome.

I mean, there's definitely some good things there. So probably worth having a deeper dive on some of these important sections as well. Yeah. Good stuff. anyone's going to die, you know, off this and this idea that Google is going to kill a whole business. You know, I think there's more nuance than it than that. We're going to figure it out along the way. One thing you need to figure out to your listener on this kind of short recap episode is how to leave a review.

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