Google Ads Expands Travel Beta for ‘Things to Do,’ ‘Events’

Image credit: Search Engine Journal

Google Ads expanded its Search campaigns for Travel beta globally Wednesday to incorporate ‘Things to Do‘ and ‘Events‘ verticals, providing new options for advertisers of attractions, tours and event tickets.

The expansion, announced by Google on social media platforms, marks a strategic move to broaden AI-driven campaign management and automation within the travel sector for a wider array of services.

The update, which Google first publicized on X and LinkedIn on July 8, 2026, allows eligible advertisers to access this specialized campaign type through an open beta with limited availability.

Advertisers focused on selling attractions, tours and tickets for various events can now leverage these new functionalities.

A Google spokesperson stated that the initiative aims to offer more tailored advertising solutions for a growing segment of the travel market.

The company indicated that the new verticals complement existing Search and Performance Max campaigns, providing an additional tool for advertisers seeking to optimize their reach.

This development aligns with Google’s broader strategy to integrate artificial intelligence more deeply into its advertising products, enhancing automation and campaign efficiency for users.

The beta program’s limited availability suggests a phased rollout as Google gathers feedback and refines the new campaign types.

Industry analysts noted that the move could significantly impact how travel-related businesses market their offerings online, particularly those in the experiences and entertainment sectors.

The expansion reflects an ongoing trend in digital advertising towards more specialized and automated campaign solutions designed to meet the unique needs of specific industries.

Source: Search Engine Journal