Golf courses don't need more traffic. They need the right traffic. The kind that books tee times, joins the club, or reserves a table after 18 holes. That’s where Google Ads come in.
If you're a course operator, GM, or marketing director, this article is built to help you cut through the nonsense and get real value from paid search. We use this exact process with private, semi-private, and Troon-managed golf courses. It works.
TLDR / Key Summary
- Google Ads work extremely well for golf courses — when done right
- Focus campaigns on tee times and memberships separately
- Target locally, seasonally, and based on intent
- Use visuals and retargeting to stay top-of-mind
- Track actual revenue, not just clicks or impressions
- This is the same strategy we use for Troon and other successful golf clients
Designing Ads for Membership and Tee Times
Start with intent. There are people searching "golf membership near me" or "book tee time [city]" right now. If your ads aren’t showing up, they’re going to someone else.
We break ads into two core objectives:
- Tee Times: Target ready-to-book golfers. Show pricing, availability, and online booking in your ad extensions. Drive them directly to your tee time platform or a conversion-focused page.
- Memberships: Use lead-focused ads with strong CTAs like "Request Info" or "Tour the Club." Send traffic to a dedicated landing page that removes distractions and collects high-quality leads.
Most courses try to do both at once — and fail at both. Split the campaigns. Speak to the golfer's intent.
Targeting Local and Regional Golf Communities
Golf is local. People aren’t traveling across the state to play on a weekday. Target within 15-30 miles of the course for tee times. For memberships, stretch the radius depending on course type and exclusivity — some members are willing to drive further for the right fit.
Use Google’s geo-targeting, layer in income, age (target 35-65+), and focus heavily on mobile vs desktop behavior.
Pro tip:
Mobile users tend to convert higher for tee times. Desktop converts higher for memberships.
You can also target:
- Retiree-heavy ZIP codes
- Affluent neighborhoods
- Country club competitors
- Golf-related YouTube viewers
Using Visual Ads with Scenic Course Images
While standard Search Ads are all text, Performance Max, Discovery, and Display ads allow you to upload visuals. This is where your course shines.
Use:
- Drone shots of your course
- Members enjoying events
- Golfers teeing off at golden hour
- Photos from tournaments or leagues
Just don’t use stock photography! It hurts trust and looks lazy. You're better than that.
Pair these visuals with quick messaging like:
- “Play Today – Book Online”
- “Now Accepting New Members”
- “Fall League Signups Open”
Seasonal Campaigns for Peak Golfing Seasons
This is where most courses go wrong — they run the same ads year-round. Golf is seasonal, so your campaigns should be too.
Here’s what we suggest:
- Spring (March–April): Membership pushes, early bird tee time offers, grand re-opening buzz
- Summer (May–July): Daily booking campaigns, junior camps, league signups
- Fall (Aug–Oct): Twilight deals, fall specials, off-season incentives, loyalty bonuses
- Winter (Nov–Feb): Promote gift cards, memberships for next year, indoor simulators, restaurant promotions
Change your ad copy and creative to match each season. You’ll stay relevant and drive better ROI.
Retargeting Strategies for Interested Players
People don’t always book on the first visit. That’s fine — as long as you follow up.
We run retargeting ads across:
- Google Display Network
- YouTube (pre-rolls or shorts)
- Gmail (inbox ads)
These ads target golfers who visited your site, clicked an ad, or started booking but didn’t finish. They’re some of the cheapest and highest-converting campaigns you can run.
Use messages like:
- “Still thinking about joining?”
- “Tee times filling fast – book now”
- “One last chance for this season’s offer”
Keyword Bidding for Niche Golfing Terms
You don’t want to blow your budget on the word “golf.” It’s too broad. Instead, we focus on:
- "twilight tee times near me"
- "[city] golf membership deals"
- "golf leagues for adults [state]"
- "golf tournaments this weekend [region]"
- "book tee times public course"
These are the terms people search when they’re ready to take action. They’re also cheaper than broad, competitive terms.
Tracking Ad Performance and User Engagement
You can’t fix what you’re not measuring. We install full tracking and reporting for every golf course we work with, including:
- Calls tracked by campaign
- Form submissions tied to keywords
- Cost-per-click (CPC) and cost-per-conversion (CPA)
- Landing page bounce and conversion rates
But the most important number? Revenue.
We connect ad data to tee time systems and membership applications so we can show exactly how much money your ads are making you. If your agency isn’t doing that — they should be.
Here's our YouTube video on exactly what we track with our Google Ads campaign with a real golf course client:
Want Help Running Google Ads for Your Course?
You don’t have to guess. We’ve run Google Ads for golf courses across the country, including Troon-managed properties. The playbook works. You just have to execute it.
Let’s talk. We'll show you how we run these campaigns, what kind of results you can expect, and what you'd need to get started.
Book a free strategy call or check out our Golf Course Marketing Agency page for more info.
FAQ: Google Ads for Golf Courses
1. Do Google Ads really work for golf courses?
Yes — if they’re set up right. We’ve used them to increase tee time bookings, grow memberships, and drive restaurant traffic.
2. How much should a golf course spend on Google Ads?
Budgets vary, but most courses start seeing results at $1,500–$3,000/month in ad spend. We scale up once ROI is proven.
3. Should I run ads year-round or just in-season?
You should run ads year-round, but the strategy changes depending on the season. Winter is great for gift cards and memberships.
4. What if I don’t have good photos or landing pages?
We can help with that. Visuals and page structure are a huge part of conversion. Don’t settle for generic.
5. Can I track if someone who clicked an ad actually booked or joined?
Yes. We set up conversion tracking that ties back to real revenue — not just clicks.
6. Do you only work with private clubs?
No. We work with public, private, and semi-private courses — anyone serious about growing through digital marketing.
7. How fast can I see results?
Most campaigns start generating tee time bookings within 1–2 weeks. Membership lead generation usually takes 30–60 days to optimize.
8. How do I get started?
Book a strategy call. We’ll review your goals, look at your current setup, and show you how we’d approach it.
