I used to know an accountant that worked for Booking.com. You don't have a clue how much they had to pay to Google every month for ads. Literally a fortune. The

I used to know an accountant that worked for Booking.com. You don't have a clue how much they had to pay to Google every month for ads. Literally a fortune. The thing is: people want to go somewhere, e.g. to Rome. Next thing they do is, type 'hotel in Rome' in Google. Google serves them a couple of paid links, and they check only the first couple of them.