A British internet company claims it is losing millions because Google refuses to host its adverts despite showing those from its bigger rivals.

Pitchup.com, which specialises in outdoor accommodation, has been arguing with Google for more than a year over being excluded from the search engine's Hotel Ads search tool.

The tool, which lets users look for hotel prices within Google search results, is currently available only to large internet accommodation companies such as Expedia and Booking.com. Daniel Yates, the managing director at Pitchup, said: "We've spent blood, sweat and tears over the past seven years building what we think is a pretty good website and we're getting pushed out."

Mr Yates, a former head of paid search at Lastminute.com, said Google told him the tool has been designed for hotel companies and cannot yet support camping websites. Yet when users search "Kanopee Village", a campsite in France, the hotel function appears with links to Google's partners' services.

"The official position means that no one who only deals with campsites can have access to the [Hotel Ads] service," said Mr Yates. "But that means nothing to the users."