diff --git a/extra/bunotel/option.go b/extra/bunotel/option.go
index 4c9c90a30..4824f3863 100644
--- a/extra/bunotel/option.go
+++ b/extra/bunotel/option.go
@@ -1,6 +1,7 @@
 package bunotel
 
 import (
+	"github.com/uptrace/bun"
 	"go.opentelemetry.io/otel/attribute"
 	"go.opentelemetry.io/otel/metric"
 	semconv "go.opentelemetry.io/otel/semconv/v1.12.0"
@@ -33,6 +34,14 @@ func WithFormattedQueries(format bool) Option {
 	}
 }
 
+// WithSpanNameFormatter takes a function that determines the span name
+// for a given query event.
+func WithSpanNameFormatter(f func(*bun.QueryEvent) string) Option {
+	return func(h *QueryHook) {
+		h.spanNameFormatter = f
+	}
+}
+
 // WithTracerProvider returns an Option to use the TracerProvider when
 // creating a Tracer.
 func WithTracerProvider(tp trace.TracerProvider) Option {
diff --git a/extra/bunotel/otel.go b/extra/bunotel/otel.go
index 66b88e989..4fc35bd09 100644
--- a/extra/bunotel/otel.go
+++ b/extra/bunotel/otel.go
@@ -22,11 +22,12 @@ import (
 )
 
 type QueryHook struct {
-	attrs          []attribute.KeyValue
-	formatQueries  bool
-	tracer         trace.Tracer
-	meter          metric.Meter
-	queryHistogram metric.Int64Histogram
+	attrs             []attribute.KeyValue
+	formatQueries     bool
+	tracer            trace.Tracer
+	meter             metric.Meter
+	queryHistogram    metric.Int64Histogram
+	spanNameFormatter func(*bun.QueryEvent) string
 }
 
 var _ bun.QueryHook = (*QueryHook)(nil)
@@ -86,7 +87,11 @@ func (h *QueryHook) AfterQuery(ctx context.Context, event *bun.QueryEvent) {
 		return
 	}
 
-	span.SetName(operation)
+	name := operation
+	if h.spanNameFormatter != nil {
+		name = h.spanNameFormatter(event)
+	}
+	span.SetName(name)
 	defer span.End()
 
 	query := h.eventQuery(event)