You can skip campaign creation process. If I remember it correctly on top of my head you choose app campaign, pick any random app, and somewhere after clicking next once or two times on the bottom you will get an option to skip campaign creation process (before you do that you can remove the app as well so it doesn't say associated with your account). More on reddit.com

You need to define small... do you mean small budget or small SKU count or both?

If the ad account is already running then smart bidding can work really well. When you switch comes down to having enough data and being in the right season (peak season) vs just picking a random timeframe.

We generally break out DSA in a campaign to act as a sweeper to mine for new keywords we didn't know we should bid on. If you are thinking of doing SKAG for search campaigns, makes little sense for smaller brands as they rarely have the search volume to make the management worth it. Most brands should do single theme ad groups (STAG) to get data and scale.

How you use standard shopping vs PMax comes down to control. May make more sense to put profitable products in standard shopping to gain more control and target certain keywords.

I would do remarketing across search, shopping, DSA, and discovery ads before I do remarketing on YouTube and Display.

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My understanding is that it is only a problem if the accounts are trying to rank for the same adspace/keywords. But let me ask you this, if your business' brands are different enough to have different Google ad accounts, why aren't they different enough to be on different websites? More on reddit.com

I've got some experience in hotel campaigns but please just take my next words only as advice. There are a lot of legit strategies and everything changes in a blink. Brand campaign: Ok for me. There's another option for an adgroup: hotel + OTA, for example "hotel name + booking"or "hotel name + Expedia". It's worth trying. I Strongly recommend starting with CPC enhanced and just test smart bidding with a decent number of conversions. Just test it because you might want to stick with CPC. Extra tip: Don't focus only on getting the 1st position because it might be very expensive/ not worth it ( bad CPA%). You can get 2nd and 3rd position with a great CTR just with your copy, offers,... General campaign: I think you are maybe too ambitious (just my opinion) with adgroups including (maybe) too popular kW, although using only exact/ phase concordances. You will need a lot of budget to get a decent impression share. Smart bidding is the way to do that but you'll need a previous amount of conversions to get real results.I suggest starting with longer keywords or kw more related to local searches (hotel near oxford street). Competitor campaigns: Legal, of course, but strongly not recommended. Not for ethics, if not because there are a lot of players bidding for those kw (booking, hotels.com, Expedia, competitor hotel,...). Do you really have a much better offer? Maybe it's an option. If not, it's not gonna be easy. As you say, your strategy is very granular but it's always good to try. Maybe you'll need a huge budget for all your campaigns but if you have it, go ahead. Just remember to always check your global CPA% (their preferred KPI), control your campaigns with your occupancy (if you are 95% full there is no way you can make profitable campaigns), always work in your website to improve CR and always offer the best price in your website, otherwise you will work for others Good luck and hope to hear from your next steps! More on reddit.com