{"id":90619,"date":"2026-07-09T11:29:53","date_gmt":"2026-07-09T01:29:53","guid":{"rendered":"https:\/\/digitalnomadshq.com.au\/?p=90619"},"modified":"2026-07-09T11:35:57","modified_gmt":"2026-07-09T01:35:57","slug":"google-ads-search-campaigns-travel-things-to-do-events","status":"publish","type":"post","link":"https:\/\/digitalnomadshq.com.au\/blog\/google-ads-search-campaigns-travel-things-to-do-events\/","title":{"rendered":"Google Ads Opens Travel Campaigns to Tours and Events"},"content":{"rendered":"\t\t
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Do you sell tours, attraction tickets or event tickets?<\/p>\n

Google Ads just gave you a new campaign type to test.<\/p>\n

On July 8, 2026, Google announced that its Search campaigns for Travel beta now covers two new verticals: Things to Do and Events.<\/p>\n

Here\u2019s what changed and how to test it properly.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What\u2019s changed?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Quick backstory.<\/p>

In May 2026, Google launched Search campaigns for Travel at Google Marketing Live.\u00a0<\/p>

It bundles the travel ad formats (Travel Promotion Ads, Booking Links and travel feeds) into one Search campaign type, powered by AI Max<\/a>.<\/p>

One campaign. One budget. One view of performance.<\/p>

No more juggling separate formats and splitting budgets between them.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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At launch, it was built for traditional travel advertisers (think hotels and flights).
Now Google has extended the beta to Things to Do and Events.\u00a0<\/p>

That covers attractions, guided tours, experiences and event tickets.<\/p>

It\u2019s an open beta, but availability is limited.\u00a0<\/p>

Google hasn\u2019t published eligibility rules yet.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Why Google picked these verticals\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Think about what selling tour spots or event tickets actually looks like.<\/p>\n

Prices change. Availability changes daily. And every purchase is tied to a specific date and place.<\/p>\n

That\u2019s exactly how hotel rooms and flights work. Which is why Google built automated travel campaigns for them in the first place.<\/p>\n

Until now though, if you sold tours or tickets, you had two options: standard Search campaigns or Performance Max<\/a>.\u00a0<\/p>\n

Neither was designed for date-based, availability-driven inventory.<\/p>\n

This campaign type is.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What you get\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Because it runs inside Search campaigns, you get tools the old travel formats missed out on<\/p>\n

Full Search bidding suite: Including true target ROAS across all your travel assets.<\/p>\n

Keyword and search term reporting: See exactly what people searched before they clicked.<\/p>\n

Data-driven attribution: Plus a single performance view across the whole results page.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What\u2019s still unknown\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Google announced this in a five-post thread on X.\u00a0<\/p>\n

Not a full blog post.<\/p>\n

So plenty of details are missing: eligibility criteria, which countries can use it, feed requirements, and which bidding and reporting features apply to the new verticals.<\/p>\n

Expect things to change during the beta.<\/p>\n

How to approach it<\/b><\/p>\n

Don\u2019t rip up your existing campaigns.<\/p>\n

Here\u2019s the smarter play:<\/p>\n

Check your Google Ads account (or ask your agency) to see if the beta is available to you<\/p>\n

Set aside a small test budget<\/p>\n

Run it alongside your current Search and Performance Max campaigns<\/p>\n

Compare bookings and ticket sales, not just clicks<\/p>\n

If the numbers beat your existing mix, scale it. If not, you\u2019ve lost nothing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Our take\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Tourism and events businesses have spent years advertising date-based inventory with generic campaign tools.\u00a0<\/p>\n

This is Google admitting that gap exists.\u00a0<\/p>\n

The beta is limited, details are thin, and features will shift.\u00a0<\/p>\n

But if you sell tours, experiences or tickets, getting in early means you learn the format while your competitors wait for the official rollout.\u00a0<\/p>\n

Want to know if your business is eligible, or need help structuring the test?\u00a0<\/p>\n

Talk to the DNHQ team.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Google Ads has expanded its Search campaigns for Travel beta to Things to Do and Events. If you sell tours, attractions or event tickets, here\u2019s what changed, why it matters, and how to test it without blowing your budget.<\/p>\n","protected":false},"author":2,"featured_media":90628,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[74],"tags":[77,97],"class_list":["post-90619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-digital-marketing","tag-google-advertisment"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/posts\/90619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/comments?post=90619"}],"version-history":[{"count":10,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/posts\/90619\/revisions"}],"predecessor-version":[{"id":90633,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/posts\/90619\/revisions\/90633"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/media\/90628"}],"wp:attachment":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/media?parent=90619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/categories?post=90619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/tags?post=90619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}