Waze will no longer serve Ads starting September 1, 2023.

We will wind down the current Waze Ads product and advertisers will have the opportunity to keep existing campaigns running through August 31, 2023.

We are already working to transition Waze Ads to Google Ads technology and look forward to helping advance your business objectives through our new Waze Ads product soon.

During this transition, we have an alternative solution you may already be familiar with: Performance Max for Store Goals (PMax). This Google campaign uses AI to maximize your in-store visits and sales by bringing geo formats across Search, Display, GMail, Google Maps, and YouTube into a single product. For questions on PMax, you can contact your existing Google channel of support or reach out to Google Support home page. You can also check out our Waze Support Hub if you have any Waze Ads questions.

Case study

French hotel brand, Ibis, quantified Waze’s ability to drive bookings

ibis, with its three brands ibis budget & ibis Styles, is the most recognized economy hotel brand in France. Ibis helps countless travelers find affordable, comfortable accommodations at their 900+ hotels in France.

Since 2015, ibis has worked with Waze to make their brand visible to travelers and boost traffic to their hotels. From Pins to Takeovers, Waze has come in handy — but just how useful has Waze been in terms of driving bookings?

To get to the bottom of this question, ibis worked with its media agency, iProspect, and a marketing effectiveness consultancy, data2decisions, to quantify Waze’s impact on bookings.

Out of home... and into hotels

ibis wanted to evaluate and quantify Waze’s impact on its bookings. Working with iProspect and data2decisions, ibis’s team hoped to design a study that would compare the efficiency and profitability of Waze compared to other media (e.g. TV, Social, OOH, Radio, etc).

Measuring the marketing effectiveness of Waze

Just how effective was Waze in terms of driving bookings for ibis hotels? That was the question at the heart of ibis’s study, which was conducted in partnership with its media agency, iProspect and a marketing effectiveness consultancy, data2decisions. Together they created a Marketing Mix Model research study.

This study took into consideration the factors that had an impact on sales volume, estimating the real impact of each marketing channel by assessing more than two years of weekly data.

Based on the results of the MMM, ibis is confident that Waze will be a fixture in their marketing strategy going forward. We've measured Waze positive impact between 2017 and 2019.
Jeanne Raguet, Revenue Manager, Ibis

Digital out of home: a crucial piece of the marketing puzzle

As a result of their study, ibis found that their use of Waze contributed significantly to their amount of bookings. The study indicated that Waze  generated 13% of the direct impact on bookings for ibis from 2017 to 2019. Additionally, they found that Waze offered a better ROI than OOH and radio in 2018 and 2019* and a 2x ROI compared to social media in YTD 2019. Of the campaigns they’ve run, ibis found that running Pins always-on brings the best results.

Based on the results of the MMM, ibis is confident that Waze will be a fixture in their marketing strategy going forward to make sure that their available hotels are visible on Waze.

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The Goal

Increase hotels booking and revenue and evaluate and quantify the specific impact Waze was having on this increase

The Approach

Created a Marketing Mix Model research study that analyzed the factors and channels that had an impact on sales, based on more than two years of weekly data

The Results

ibis found that Waze generated 13% of the direct impact on bookings in 2017, 2018, and 2019 while outpacing social media, OOH, and radio in terms of impact over that period


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