Linking your Google Business Profile to your website and booking engine: which link goes where?

Short answer: yes, both, but not in the same way. You link your website yourself: one field in your profile, free, and good for being found. You don't link your booking engine with a link. The prices and the booking button Google shows for a B&B or hotel come from Google Hotel Center, and you only get in there through a connection with your booking system. Google says so itself in its starter guide for hotel owners: a complete Business Profile appears in Search and Maps, but without prices.

Below: which link goes where, how to measure what your profile brings in, and where your own booking engine makes the difference.

Three links, three jobs

They complement each other. Someone who sees your profile clicks through to your website or books straight from the price panel. Someone who lands on your website books through your own engine.

1. The website link: always fill it in, and measure what it brings

You'll find the website field with the contact details of your profile. Two choices make the difference.

Link to your own site, not to a booking site. A link to your Booking.com page sends your own guests to a channel where you pay commission. Link to your homepage, or to a page with your rooms and a clear Book button.

Add a tracking code. Otherwise clicks from your profile simply count as visitors from Google in Google Analytics. A few parameters after the link let you see them separately:

https://www.yourdomain.com/?utm_source=google&utm_medium=organic&utm_campaign=business-profile

In Google Analytics you then filter on the campaign business-profile. After a month you'll know whether your profile brings in visitors and bookings, and whether new photos or posts make a difference.

Also check that your name, address and phone number on your website are exactly the same as in your profile and on the booking sites. Google compares them, and the better they match, the more it trusts you in local results. Add a link back to your profile on your website too, for example next to your reviews or your directions. How to set up and fill in the profile itself is covered in Google Business Profile for your B&B.

2. Your booking engine: not a link, but a connection

A restaurant or a hair salon can put a reservation link in its profile. For accommodation, booking through Google works differently. When someone searches for your B&B, Google shows a price panel with prices for the dates and number of guests they enter, next to the prices of the booking sites. Those prices have to be right at every moment. No link you paste into your profile once can do that.

Google handles this through Google Hotel Center. Your prices and availability flow there automatically through a connectivity partner: your booking engine, your channel manager or your PMS. Connecting directly with Google yourself isn't possible for now, according to Google, because of high demand. Holiday homes have a separate variant, Google Vacation Rentals.

It's worth it, though. With Google's free booking links your own price appears without commission next to Booking.com's, right when someone is already looking for you. More on that in Google free booking links for your B&B.

3. How it works in BedFlow PMS

In BedFlow PMS, Google is a channel like Booking.com or Airbnb, under Settings → Integrations. You'll see one Google tile: Google Hotel Ads for a B&B or hotel, Google Vacation Rentals for a holiday home. BedFlow PMS picks the right one based on your property type.

What you need:

• a verified Google Business Profile and its ID (the Place ID);
• the same address and phone number in BedFlow PMS as in your profile;
• a booking page that is online;
• a plan from Starter upwards.

From then on your prices and availability go to Google automatically, just like to the other channels. A booking through Google arrives in your calendar with Google as the channel, and availability on the other sites adjusts automatically. The steps are in the guide Connecting Google.

One caveat: a guest who books from the price panel completes the booking on a standard booking page that belongs to the Google connection, not in your own booking engine. The price and availability come from BedFlow PMS and you pay no commission, but the extras you offer in your own engine, such as breakfast or a late check-out, aren't shown there.

4. Your own booking engine: the button on your website

That's why the Book button on your website still matters. It links to your own booking page in BedFlow PMS. You'll find the address under Settings → My property → Website & booking page. There the guest books on your own terms, with your extras.

You can also prefill that link. Add the arrival date, the number of nights and the number of guests after the address, and the engine opens on that stay straight away:

…/book/your-bnb?checkin=2026-12-20&nights=2&adults=2

Handy in an email to a returning guest, in a social media post or in an ad for a long weekend.

5. Advertising on Google? Link only your accommodation

Do you use Google Ads and manage several businesses under the same Google account? Then link only your accommodation's profile as a location in Google Ads. If you link all locations of the account, Google may show your other businesses with your ads as well.

In short

• Website: always link it, to your own site and with a tracking code.
• Prices and booking button on Google: through a connection with Google Hotel Center, not a link. That puts your own price, without commission, next to the booking sites.
• Button on your website: to your own booking engine, where guests book with your extras.
• Google Ads: link only your accommodation's profile.

Want to manage your prices, your Google listing and your own booking engine from one calendar? Check the pricing and the documentation, or try BedFlow PMS free for 30 days. No credit card required.