Things to do campaigns allow you to bid for ad placements that appear when a traveller searches for experiences, activities, local attractions and more on Google Search. Things to do ads reach travellers when they’re showing interest in a particular city or destination and Google sends the traffic from these ads directly to your landing page.
With Things to do ads, travellers can:
Connect us with your business information and product feeds and we’ll start matching your inventory with relevant travellers and potential customers on Google. How can you tell if your business might be a good fit for Things to do? Learn more about Things to do policies
On this page
Availability
Things to do ads are available for the following destinations:
- AMER: Argentina, American Samoa, Brazil, Canada, Chile, Colombia, Costa Rica, Dominican Republic, Guam, Mexico, Northern Mariana Islands, Puerto Rico, Turks and Caicos Islands, United States of America, United States Minor Outlying Islands and United States Virgin Islands
- APAC: Australia, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam
- EMEA: Austria, Belgium, Bulgaria, Croatia, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, United Kingdom and Vatican City
Note: Right-to-left rendered languages such as Arabic, Hebrew, Persian and Urdu aren’t currently supported.
How it works
Where your ads appear
Things to do ad placements appear when a traveller searches for things like tours, activities and local attractions on:
- Google search result page: Ads can appear above the search results or elsewhere on the page.
- Google Maps
These ads provide travellers with photos, prices, your company’s name and the booking link for the activity.
Things to do currently surfaces ads based on queries for:
- Points of interest: This includes tourist attractions, landmarks, parks, museums and more.
- Experiences: These include specific activities or things to do in a particular destination. For example, travellers can search 'Things to do in [city]' to learn more about what activities are offered in their city of choice.
Campaigns and budgeting
Things to do campaigns has migrated over to Travel campaigns and continues to simplify the advertising process by removing the need to create ads and target keywords within your campaign. Like before, we automatically use data from your inventory feed based on the ad group label.
With Travel campaigns for Things to do, you can set the budget that you want and reach travellers based on their country of residence and the device that they're using.
Bidding
Currently, Maximise conversion value is the only bidding strategy available for Travel campaigns and an assigned percentage for return on ad spend target (ROAS) is required. Learn more about target ROAS bidding.
Ad Ranking
Ad ranking is determined by an auction in which Google considers partner bids and the quality of the ad. Factors that impact an ad's quality include but may not be limited to how well the ad addresses the user’s need and the comprehensiveness and helpfulness of its content.
Get started
Since ads are dynamic, you'll need to provide your product information through a Things to do product feed. The product feed is the primary way for you to provide Google with a list of products you’d like to display across Google Search. You can learn more about how to work with one of Google’s approved connectivity partners, or create your own Things to do product feed by following the guidelines in the Developer’s Guide.
After you set up your feed for Things to do, you can connect your product data with a Google Ads account to run Travel campaigns and manage your budget, campaigns, ad groups, bids and reporting. Learn more about Travel campaigns for Things to do.
