Things to do policies

As with all policies, these are subject to change over time.

Things to do products used for advertisements are also subject to Google Ads policy.

Content policies


  • Things to do products can include tours, activities and tickets to other local attractions that might appeal to travellers.
  • Partner-provided data in the product should match what’s available on the landing page.
  • Each product should have 1 listing.
  • Products must feature the experience shown in the title and photos. For example, a product with the Eiffel Tower in its title and images of the Eiffel Tower should offer users an Eiffel Tower experience.
  • Avoid near-duplicate products as those could be shown side-by-side and reduce the variety of your items on the page.
  • Titles should lead with concise information about the product itself.


  • Images should be consistent with the attraction or activity and shouldn’t include promotional text, watermarks or logos.
  • The minimum size of the images should be at least 300 x 300 px.
  • Partners must be authorised to use the image submitted in the context in which it appears.
  • When images are submitted, each product should have its own unique image. For example, a 1-hour group tour of the Eiffel Tower should have a different photo or image to a 2-hour tour.

Referral experience policies

Landing pages

  • The partner must provide a landing page that goes directly to the product details of the specific experience. A listview with product details is also acceptable if the criteria below are met.
  • The product that the user clicked on Google should be easy to identify when the user lands on a partner’s site. As such, it must be prominently displayed on the landing page.
  • The price of the product should be easy to identify, and it should match the price provided to Google in the partner’s inventory feed. If a landing page has multiple prices, the price of the advertised product must be the most prominent.
  • A user should land on a page where it’s straightforward to navigate to book the selected product. Google requires that partners maintain a consistent presentation of the product and pricing that the user selected and a clear path to booking the product found on Google.
  • We realise partner sites are designed differently. To help, here are examples of what’s likely to be considered prominent placement:
    • The product is larger than other products and in the highest position on the page.
    • The product is highlighted on the page, either in size or differentiating colours.
    • The product is pinned to the right or left side of the page, distinct from other products on the page.
  • Avoid layouts that hide key elements of the landing page. For example, a pop-up or download banner shouldn’t cover or distract from essential information for customers.

Examples of acceptable landing page designs:

Representation of an acceptable user interface for Things to Do listings. The listing is clearly selected.

Example of a landing page design that violates policy:

Representation of an unacceptable user interface for Things to Do listings. The listing is not clearly selected or identifiable.


Learn more about Things to do price policies

Restricted businesses

  • Advertised inventory must adhere to Google’s dangerous products or services guidelines. For example, activities involving explosives, guns, weapons, recreational drugs and tobacco aren’t permitted.
  • Transport-specific businesses (such as airport pickups, car services and rental cars) aren’t permitted. Tours that include transport can be offered, such as a bus tour or boat tour.
  • Virtual experiences aren’t supported at this time. Inventory must take place in a physical location.
  • Overnight hotel stays and multi-day cruises aren’t eligible. This includes local holiday or 'staycation' packages. Day use of hotel facilities, such as for a spa visit, is permitted, as well as overnight activities where the lodgings aren't the focus, such as a multi-day wine tour.
  • Restaurant coupons for individual meals aren’t permitted. Tours based on local cuisine or food-related events are permitted. This includes neighbourhood tours with stops at multiple shops and restaurants. Meals are permitted as part of a performance or other experience.

Learn more about our policy for restricted businesses

Related links

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