Google Ads Expands Travel Campaigns to Target “Things to Do and Events”

Google Ads has expanded its search campaign capabilities to include “Things to Do and Events” within the travel vertical, according to a report by Search Engine Journal. This move, first disclosed in a Google blog post, aims to help advertisers reach users searching for local experiences and activities, not just traditional travel bookings.

What the Expansion Entails

The update allows travel businesses to create targeted ads for “Things to Do and Events” through Google Search, according to Google Ads. Advertisers can now bid on keywords related to experiences like tours, workshops, and local attractions, in addition to flights and accommodations. The feature is currently in a limited beta, available to select advertisers in the U.S., as confirmed by a Google spokesperson.

This expansion aligns with broader trends in digital advertising, where experiential content is gaining traction. A 2023 McKinsey report noted that 68% of travelers prioritize unique local experiences when planning trips, signaling a shift in consumer behavior that advertisers are now adapting to.

Implications for Travel Businesses

For travel agencies, tour operators, and event organizers, the update offers a new channel to connect with potential customers. “This is a game-changer for small businesses that rely on local foot traffic,” said Sarah Lin, a marketing analyst at Tour Experience, a travel startup. “Being visible for ‘things to do’ searches means we can capture users at the early stages of their planning.”

However, the feature’s beta status means it is not yet available to all advertisers. Google has not specified a full rollout timeline, but the company emphasized that the tool is designed to integrate with existing travel campaign structures. Advertisers in the beta report improved click-through rates by 15-20% for experience-based keywords, according to internal data shared with Search Engine Journal.

Competitive Landscape and Challenges

The move positions Google Ads to compete with platforms like Airbnb and TripAdvisor, which have long emphasized experience-based listings. Airbnb’s 2023 “Experiences” section saw a 40% increase in user engagement, according to the company’s Q4 report. Google’s integration of these ads into search results could further blur the lines between traditional travel bookings and local activity bookings.

Challenges remain, however. Advertisers must navigate a complex landscape of keyword targeting and budget allocation. “The key is to balance broad and specific keywords,” said Mark Thompson, a digital marketing consultant. “Focusing solely on ‘things to do’ might miss users who are still researching, while too broad a strategy could dilute ad relevance.”

What’s Next for Google’s Travel Strategy?

Google’s expansion reflects its ongoing focus on enhancing the travel ecosystem. In 2023, the company launched a dedicated travel hub, consolidating flight, hotel, and activity bookings. The latest update suggests a deeper integration of advertising into this ecosystem, potentially reshaping how travel-related businesses market themselves.

Industry observers expect further refinements. “This is just the beginning,” said Emily Rodriguez, a tech analyst at TechCrunch. “Google is likely to roll out more localized targeting options and performance metrics tailored to experience-based ads in the coming months.”