About Things to do ads

Things to do campaigns allow you to bid for ad placements that appear when a traveler searches for experiences, activities, local attractions, and more on Google Search. Things to do ads reach travelers 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, travelers can:

This is the first benefit for the Things to Do feature in Hotel Ads: Find nearby activities, tours, and attractions This is the second benefit for the Things to Do feature in Hotel Ads: Be inspired by compelling photos and imagery This is the third benefit for the Things to Do feature in Hotel Ads: Visit your website to book tickets

Connect us with your business information and product feeds, and we’ll start matching your inventory with relevant travelers 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


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, Czech Republic, 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 traveler 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 travelers with photos, prices, your company’s name, and the booking link for the activity.


An example of how the "Things to do" ad is displayed on Google Search.

An example of how the "Things to do" ad is displayed on Google Search for mobile.

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, travelers 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 simplify the advertising process by removing the need to create ads and target keywords within your campaign. Instead, we automatically use data from your inventory feed based on the ad group label.

With Things to do campaigns, you can set the budget you want and reach travelers based on their country of residence and the device they're using.


All bidding strategies available for search campaigns are also available for Things to do campaigns, except for Target Impression Share. We recommend using bid strategies based on conversions.

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 Things to do campaigns and manage your budget, campaigns, ad groups, bids, and reporting.

To learn more about Things to do Search or Ads products, fill out our partner interest form.

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