The accommodation booking system, which also handles the hotel element of the EasyJet Holidays brand, will examine the role of PPC across its sites in the UK, France, Germany, Italy and Spain.
The US Hotelopia site will also be included in the new programme.
The development follows the recent appointment of The Search Works to handle its entire search engine marketing after a three-way agency pitch.
The Search Works has worked with other areas of the TUI Travel group including a long-standing relationship with First Choice.
Laura Bolton-Heaton, head of customer acquisition at Hotelopia, said: “We are rolling out our SEM strategy by appointing a search specialist company which is able to expand and develop our activities within all of our ten international markets.
The Search Works’ travel portfolio also includes EasyJet, Eurostar and TravelSupermarket.