Google Things to Do AdsNow powered by Search Campaigns for Travel and AI Max.
Google Things to Do Ads, evolving in 2026 into Search Campaigns for Travel with AI Max, put your tours, activities, and attraction tickets in front of high-intent travelers across Google Search and Maps. Connected through Magpie as an official Google connectivity partner.
Search Campaigns for Travel, every format with AI Max
Search Campaigns for Travel brings travel feeds and formats into standard Search campaigns. One workflow, one cohesive view of performance, with the most advanced campaign management available: AI Max for Search campaigns, bidding, and reporting, all in one place.
A single buying door
One campaign type covers every travel format with full feature parity, instead of splitting budgets across dispersed campaign types.
Real-time enhancements
Your feed powers text ads. Keywords power travel formats. AI Max provides automated creative and dynamic landing pages on top.
Unified reporting
Fragmented data collapses into a single cohesive performance view, including search-term reporting across travel formats.
Unify your Search strategy
Launch and manage every travel ad from a single campaign type, with transparency and controls. See and optimize your total SERP footprint from one view.
Drive better ROI
Full Search bidding suite, Data-Driven Attribution, keyword and Search term reporting, plus true tROAS automation across all your travel assets.
Build and scale
Activate Travel Promotion Ads, Booking Links, and travel feeds and scale to new verticals like Events or Car Rentals without friction.
A quick note: we're a connectivity partner, not a marketing agency
Magpie gets your products onto Google and keeps your feed healthy, but we're not a marketing agency, so there's a limit to the campaign advice we're comfortable giving. The good news: we work with some incredible tour and activity marketing agencies who live and breathe this, and can help you get the most from your campaigns.
Where your ads show up
Every surface travelers reach for
Things to Do Ads serve across Google Search and Maps in formats tailored to the way travelers actually search: by destination, by category, by landmark, and by Business Profile.
Sponsored carousel, destination searches
When a traveler searches "things to do in [city]", a Sponsored carousel of activities and tours surfaces above the organic results on desktop.
Mobile surfaces
Travelers search on the move
Mobile is where most travel planning happens. Things to Do Ads serve dedicated placements across mobile search, attraction cards, and Google Business Profiles, sized for one-thumb browsing.
Sponsored carousel, mobile
The same Sponsored carousel format that runs on desktop also serves on mobile search, sized for one-thumb browsing.
Attractions module, Sponsored tickets & tours
On the Tickets tab of a Google place card for an attraction, your products can take the top "Sponsored" slots above the organic ticket sellers.
Google Business Profile ad, mobile
The same Google Business Profile placement adapts to mobile, sliding into the place card travelers see when they tap an operator on Maps or Search.
Built for high-intent moments
Three things travelers can do with your ads
Things to Do Ads reach travelers when they're actively showing interest in a destination, an attraction, or a category of experience.
Find nearby activities, tours, and attractions
Your products appear when travelers search for things to do in a destination they're planning to visit.
Be inspired by compelling photos and imagery
High-quality product images, prices, and operator name displayed inline so travelers can size up the experience at a glance.
Visit your website to book tickets
Every ad click sends the traveler directly to your own product page; Google drives the traffic, you own the booking.
How it works
How Search Campaigns for Travel works
Search Campaigns for Travel use your Google Things to Do feed to feature your tours, activities, and attraction tickets, with prices, availability, and booking links, right alongside your Search ads. Prices and landing pages are pulled automatically from your Things to Do Center feed, kept in sync through Magpie, and Google chooses which items and formats to serve for each query.
Where your ads appear
Across Google Search and Maps, your tours and activities surface in Search ad formats with photos, prices, your business name, and a direct booking link.
What travelers search for
Points of interest (landmarks, parks, museums) and experience queries like "things to do in [city]". Both surface feed-powered ads matched to the traveler's intent.
Bidding
Search Campaigns for Travel use Smart Bidding, Maximize Conversions or Maximize Conversion Value, with an optional target ROAS. AI Max relies on these automated signals to optimize in real time.
Ad ranking
Auction-based, with both bid and quality factored in. Quality means how well the ad answers the searcher's intent and how complete and useful your underlying feed content is.
+20%
Advertisers running the full range of travel formats see up to a 20% increase in click-through rate.Source: Google internal data, Global, May 2024.
Price & availability in Search
Surface live feed prices and availability inside Search ad formats, using the same Things to Do feed data you already send to Google through Magpie.
Campaigns and budgeting
Legacy Travel Campaigns are being replaced by Search Campaigns for Travel with AI Max. There are no manual keywords or ad creative to manage; Google uses your inventory feed to assemble the ads and AI Max to optimize them automatically.
Where it works
Where Search Campaigns for Travel run
Search Campaigns for Travel are live in 20 countries and 12 languages, with Google rolling out new markets on an ongoing basis.
Supported countries
Supported languages
Plus broader Things to Do Ads reach
Things to Do Ads serve more widely across 57+ destinations in AMER, APAC, and EMEA, with Google rolling out new markets on an ongoing basis.
AMER
16 marketsUnited States, Canada, Mexico, Brazil, Argentina, and 11 more.
APAC
13 marketsAustralia, Japan, India, Singapore, South Korea, and 8 more.
EMEA
28 marketsUnited Kingdom, France, Germany, Spain, Italy, and 23 more.
Always expanding. Google adds new countries and languages on an ongoing basis. Talk to our team for the current list.
Available on the Enterprise plan
Google Things to Do Ads connectivity, on Enterprise
Things to Do Ads connectivity is included on the Magpie Enterprise plan, alongside global content, translation, uptime monitoring, and API access.
Enterprise
Final pricing scales with your number of products, review sources, ad accounts, AI responses, and analysis volume. Talk to our team for a tailored quote.
What's included
- Google Things to Do Ads connectivity
- Search Campaigns for Travel with AI Max
- Global content & translation (83+ languages)
- Reputation management hub
- Uptime monitoring for live listings
- API & multi-account access
Magpie is an official Google connectivity partner. Eligibility for Things to Do Ads is determined by Google's Things to Do policies; we'll help you assess fit during onboarding.
Ready to put your products in front of travelers?
Connect your inventory through Magpie and start serving on Search Campaigns for Travel and Google Things to Do Ads. The team can talk you through eligibility, setup, and reporting.